Product Marketing Manager
Overview.
Street Smarts VR (SSVR) is an industry leader in immersive training solutions, providing Virtual Reality (VR) and Mixed Reality (MR) simulations. I drove marketing efforts to increase brand awareness, support sales enablement, drive customer engagement, and position SSVR as a trusted partner for U.S. Department of Defense (DoD) programs and public safety agencies.
Through strategic branding, content marketing, product positioning, and event execution, I played a pivotal role in aligning marketing initiatives with business development goals, ultimately contributing to SSVR’s growth in military and law enforcement markets.
Objectives.
01. Market Leadership
Establish SSVR as a premier provider of immersive training solutions for DoD, law enforcement, and security sectors.
02. Programmatic Efforts
Establish SSVR as a premier provider of immersive training solutions for DoD, law enforcement, and security sectors.
03. Marketing Infrastructure
Develop a scalable marketing infrastructure to support sales, product launches, SBIR efforts, and customer education.
04. Sales Enablement
Strengthen sales enablement efforts with tailored marketing assets that address customer pain points and drive conversions.
05. Event Marketing
Optimize event marketing strategy to maximize ROI from industry conferences and trade shows.
06. Website
Enhance website and digital presence to improve lea generation, user engagement, and organic search performance.
07. Branding
Lead brand transformation initiatives to align visual identity, messaging, and storytelling with SSVR’s strategic growth trajectory.
Projects
Rebranding
Developed and executed a comprehensive rebrand that aligned messaging, visual identity, and market positioning with SSVR’s evolving business goals.
Created brand book and guidelines to ensure consistency across all digital and print assets
Defined brand archetypes (Sage, Creator, Hero, Explorer) to refine SSVR’s voice and tone, balancing credibility with innovation
Photo & Video
Directed photo and video production for high-impact brand and account-based marketing campaigns, product demo videos, and training simulations
Efforts yielded over 1,100 professional-grade image assets for use across various channels, plus 15 high-quality videos aimed at brand awareness, account-based marketing, customer testimonials, and product promotion.
Foundational Assets & Sales Enablement
Creation of essential assets strategically utilized across a spectrum of scenarios including fundraising campaigns, pitches to Fortune 500 prospects, and other high-stakes presentations, significantly enhancing engagement effectiveness and positioning in competitive markets.
Produced a variety of content, from case studies to success stories, which served as critical tools in articulating the value and effectiveness of the products, thereby supporting the sales process and customer understanding.
Developed comprehensive sales enablement packages that equipped the sales team with key selling points and value propositions, enhancing the ability to close deals and expand market reach.
Completed a comprehensive content audit that updated outdated messaging and design for alignment with the new brand identity, elevating the professionalism of assets being used across the company.
Fundraising Support and Corporate Communication.
Crafted compelling investor presentations that supported funding efforts and positioned SSVR for strategic partnerships
Supported executive visibility by developing key messaging and preparing leadership for media and panel discussions
Acquisition Support.
Managed branding and messaging alignment during the integration of a company acquisition, ensuring a seamless transition in customer communications and product marketing.
Spearheaded website overhaul to improve user experience, SEO, and lead generation
Focused on information architecture, content upgrades, and accessibility to better serve target audiences
Impact.
Brand Awareness.
Website performance demonstrates increased visibility and organic reach. Indicators:
- Backlinks (+22%): Higher backlinks indicate an increase in industry credibility and external references, suggesting that more authoritative sources are recognizing and linking to SSVR’s content.
- Active Users (+153.3%): A surge in visitors means higher brand awareness and engagement, fueled by content marketing, PR, and digital campaigns.
- Direct Search (+145%): A strong rise in direct traffic signals increased brand recall and trust, demonstrating that SSVR’s name is resonating with decision-makers.
Account-Based Marketing
Website performance demonstrates targeted engagement and deeper audience connection.
- U.S. (+124.5%), Canada (+397.8%), UK (+159.7%) Active Users: Strong international engagement indicates that ABM campaigns and outreach efforts are effectively reaching key decision-makers in targeted geographies.
- New Users (+151.4%): Growth in new visitors aligns with successful targeted campaigns reaching new DoD, federal, and security buyers.
- User Stickiness (+5.5%): Improved retention means that high-value prospects are returning, reinforcing ABM success.
- Avg. Engagement Time (+89%): More time spent per session suggests that content is resonating with prospects, keeping them engaged longer.
- Single Day Activity (+13.5%) & 7-Day Period Activity (+19.7%): Sustained week-over-week engagement signals a growing interest from key accounts, essential for ABM nurturing.
Other Key Wins
Our scalable marketing foundation for SSVR drove growth, visibility, and strategic impact while enhancing brand presence and sales enablement the DoD and federal markets.
- Elevated SSVR’s visibility in DoD and federal markets through PR and media efforts.
- Developed a scalable marketing infrastructure, setting the foundation for future growth.
- Strengthened sales enablement, increasing deal velocity and conversion rates.
- Refined event strategy, optimizing ROI and impact at major trade shows.
- Supported successful funding initiatives, helping SSVR secure strategic investments.
Lene Baxter 