The Approach
I led a multiyear strategic engagement with Tetra Pak, positioning the brand as a leader in sustainability and innovation in the packaged food industry. Our content program focused on building executive visibility, delivering thought leadership through high-authority platforms and creating a digital strategy that drove measurable engagement.
Content & platform strategy
- Partnered with senior executives to craft compelling thought leadership on sustainability, innovation and the future of food packaging
- Developed a content cadence for publication on The Huffington Post and brand-owned channels
- Created integrated messaging frameworks that translated complex topics into accessible customer narratives
Cross-channel distribution
- Distributed content across email, social and media outlets to maximize reach and repurposability
- Ensured brand voice consistency across all platforms and editorial formats
- Coordinated PR placement strategy to amplify executive bylines and editorial coverage
Client partnership
- Acted as lead strategist and day-to-day client partner
- Managed cross-functional collaboration with editorial, PR and creative teams
- Maintained a trusted partnership through strategy, transparency and consistent results
What We Built
- A steady cadence of executive bylines on sustainability and the future of food packaging, published on The Huffington Post.
- Syndication of each byline to trade outlets such as IndustryWeek and Food Manufacturing.
- Customer emails and an executive corner on Tetra Pak’s US site that carried the ideas to existing customers.
The Result
53%
Of referral traffic from organic search at its peak
18%
Of site traffic from email
82
Placements from eight executive bylines by August 2015, up from 56 in all of 2014
- Twitter followers doubled in under 12 months
- Customer emails averaged an 18.9% open rate and a 3.51% click-through rate
- Executive positioning solidified through high-visibility, credible thought leadership campaigns
