Content Roadmap - Shopify

Create and launch an H2 2022 marketing roadmap for the Retail Partnerships team that provided a unified content strategy that established a set of clear and unique value propositions for partners related to Shopify Point-of-Sale (POS). This strategy would directly contribute to the team’s KPIs of increasing Shopify POS Pro and Shopify Payments adoption.

Interview the Retail Partnerships and Go-To-Market leads to identify H2 goals and establish content programs and formats that best served those objectives. Identify events and channels where partners were most active so that content could be highly targeted and delivered to relevant audiences at the right stage of the marketing funnel. Create an H2 editorial calendar with monthly themes that outlined flagship (hardware launch campaigns, product videos) and recurring projects (partner case studies).

My content roadmap shaped the retail partnerships marketing team’s H2 2022 strategic projects and initiatives. As such, the team gained more visibility into ongoing projects and provided more opportunities to align and identify potential points of collaboration within the team and with other Shopify marketers. Achieving this led to a proactive and holistic content marketing program that nurtured existing and prospective partners further down the funnel across various Shopify-owned surfaces.