Lindsey Canant Brand & Marketing

Brand strategy | Voice & tone | Messaging & brand storytelling | B2C and B2B2C campaigns | Marketing channel playbooks | Editorial themes and marketing/merchandising narratives | Cultural & competitive analysis | Coaching & workshops 

SELECT RESULTS: 
• Served as a trusted advisor, coach, and sounding board for visionary leaders in e-commerce, retail, tech, fashion, beauty, lifestyle, manufacturing, and more. 
• Overhauled the voice, tone, and messaging for fashion label Jude Connally, helping the eponymous designer nail her story for the "first time" after 14 years of business through revised brand positioning, omnichannel campaign concepts, and editorial/cultural marketing narratives
• Crafted brand positioning, strategy, verbal identity, and omnichannel copy for Hollis Loudon Interiors – earning a 2022 Web Excellence Award
• Oversaw the launch of an award-winning leggings brand – from initial strategy, competitive/consumer research, and voice/visual identity to a social media, press, and influencer outreach playbook
• Created awareness strategy and partnership outreach messaging for a direct-to-consumer luxury shoe brand, resulting in a boutique hotel pop-up shop and interest from premier global retailers  

FROM MY CLIENTS:
• "She took my gut instinct/inkling of an idea and turned it into an actual brand." 
• "Lindsey 'gets it.' When I'm at a loss for words, she finds them and takes the idea to the next level."
• "Because of Lindsey, we have the tools to achieve our positioning. Now we can get to where we want to be in the long run."
• "Lindsey has helped me define the 'who' and 'what' of my brand in a way that is bigger than words."

Owner, Brand Marketing Consultant

Bizee

• Developed and executed global brand strategy, including brand positioning, messaging, and visual identity.
• Partnered with product, revenue, content, sales, and customer service teams to achieve brand integration throughout every touchpoint. 
• Piloted strategic, big swing initiatives designed to create a 360°, omnichannel lifestyle experience
• Owned P&L for Brand initiatives, including UI/UX resources, designers, writers, and content creators

*From 3/23 to 12/23, I was employed by an agency full-time for their largest client. When my role was eliminated due to agency-wide layoffs, the client bought my employment contract and brought me in-house.

📌 Building the first lifestyle brand for the Everyday Entrepreneur

Head of Brand

First Page Strategy

(Role/function eliminated due to agency-wide RIFs)
• Spearheaded corporate brand strategy, brand marketing, and customer retention for the agency's largest account – a tech brand on the Inc5000
• Served as right hand and advisor to CEO, translating his vision into a large-scale corporate rebrand
• Developed new brand book, including positioning, personas, creative guidelines, brand voice, AI photography art direction, and omnichannel activations
• Acted as the voice, vision, and steward of the brand, guiding and evangelizing it to partners and teams
• Directly managed email marketing, organic social, customer lifecycle and retention marketing, and video teams – including setting and managing KPIs, reporting, and budgets
• Owned relationship with external PR agency partner – including overseeing KPIs, reporting, and budgets
• Consistently exceeded Brand Division channel KPIs and revenue goals each month

🗨️ Transforming an Inc5000 tech company into a culturally relevant, first-of-its-kind lifestyle brand

Head of Brand & Customer (Inc5000 Tech Client)

Summit Strategy

• Supported general brand strategy efforts and employer branding for the agency's roster of architecture, construction, and engineering firm clients
• Crafted client surveys, conducted both written and video interviews, summarized key insights, and presented findings to agency and client leadership
• Wrote positioning messaging for brand projects and provided briefs to marketing and design teams
• Received praise from agency founder and executive leadership team for impactful work and executive presence

Brand Strategist

Global CPG Brand

• Worked with the president, CEO, and product lead of a Miami-based brand carried by national grocers as part of the Babson Consulting Experience
• Proposed annual marketing budget and fully integrated marketing mix including digital, OOH, partnerships, experiential, and influencer marketing
• Based on research and consumer trend data, proposed new product line that has entered development
• Received kudos from client and teammates for outstanding individual impact on the project, including data analysis and client delivery

MBA Marketing Consultant

Wayfair

• Partnered with CMO and GM to develop new positioning, tagline, voice, visuals, and customer persona
• Wrote 30-second national TV commercial, driving +300% response rate vs. comparable Wayfair ads
• Served as brand steward and evangelist internally and externally
• Collaborated with storefront to concept, prototype, and launch a new homepage experience
• Championed customer research, including calls, user tests, and shop-alongs/home visits

Head of Brand/Copy, Joss & Main

• Established new voice direction and campaign concepts informed by customer insights
• Led Black Friday campaign, generating +223% revenue YOY and +128% lift in email visits
• Partnered with email marketing team to develop “persona-based” content for customer segments
• Introduced lifestyle storytelling – including editorial Color Crush and Style Destination email series

Head of Copy, Birch Lane

• Executed full brand reposition in 90 days, working closely with senior-level stakeholders
• Mapped customer journeys and developed communications plans tailored to audience segments 
• Developed customer personas based on sales trends, social media monitoring, survey data, customer call transcripts, site traffic, and market research
• Used A/B testing and research to create brand’s messaging playbook
• Drove copy and design initiatives in response to customer intent signals and inflection points

Brand/Copy Lead, Joss & Main

Launched Wayfair Inc.'s first luxury brand in just 90 days, including naming, positioning, customer research, brand voice, and all messaging.

• Crafted all pre-launch copy, including brand name, vision, value props, and go-to-market messaging
• Post-launch, developed and pitched 5 brand iterations for C-level and executive-level consideration
• Created an award-winning direct mail piece (2018 Gold Ink Silver Award, 2018 Premier Print Award Certificate of Merit Honoree, 2018 Graphic Excellence Award – Best of Direct Mail)

Brand/Copy Lead, Perigold

Oversaw all copy initiatives, including web, UX, email, direct mail, online advertising, push notifications, promotions, and more.

Copy Team Lead, Joss & Main

Product descriptions, editorial content, and themed romance copy. Managed a team of 8 direct reports.

Copywriter, Joss & Main

Product descriptions, editorial content, and themed romance copy.

Junior Copywriter, Joss & Main

The Improper Bostonian

Covered fashion, beauty, bridal, interiors, travel, and cocktails.

Assistant Editor

PinkMemo.com

Covered fashion and beauty stories out of New York and Paris – including in-person reporting on Paris Fashion Week and interviews with Oscar Blandi, Jonathan Adler, Lauren Santo Domingo, and more.

International Fashion & Features Writer

Head of Brand at Bizee (formerly Incfile) | Marketing MBA | Wayfair Alum

For a lifetime, "brand" has been my calling. And for 15+ years, it's been my professional call-to-arms. Combining an MA, MBA, journalism career, 7 years at a unicorn company, 4 years of running my own business, and leading an audacious rebrand for a company that's served over 1M entrepreneurs, I've got 💪s for storytelling and spreadsheets.

From the bootstrapped to the Fortune 500, B2Bs to DTCs, and companies that range from full luxury to full-on functional, I've always been able to find a fresh angle, concept, or truth that unlocks differentiation and connection. 

—

For many companies, those things feel just out of reach. 

💬 Throughout my career, I've heard: 
» “What we’ve done so far got us here. But, it won’t take us where we want to go.”
» “We have a big opportunity in front of us. But, we're inconsistent in meeting the mark."
» “My team is doing their best, but we’re either making it up as we go or stuck on repeat.”
» “I struggle to know if what we have makes sense. We're spinning a lot of plates, but what’s the big picture?”

—
•• WHAT MAKES ME DIFFERENT ••
In short? I can see a brand's latent potential and bring it to life.

My specialties? Voice & tone | Omnichannel campaigns | Consumer and cultural insights | Cross-functional partnership | C-suite guidance

But, most importantly? I'm motivated by a conviction that great brands make things great – for everyone. Great brands: 
➡️ Engage us
➡️ Inspire us
➡️ Connect us to like minds
➡️ Help us communicate our uniqueness to the world

—
📈 MY PAST RESULTS 📈
•   A brand repositioning that grew sales by 46% and new customers by 267%
•   A Q4 omnichannel brand campaign that drove 223% more revenue YOY
•   A direct-to-consumer footwear brand pop-up in a luxury European hotel (plus: establishing prestige wholesale connections)
•   Helping an award-winning business clear two years of strategy and messaging roadblocks in a single day

—
📣 WHAT OTHERS SAY 📣
• “Because of Lindsey, we finally have the tools to achieve our positioning. Now we can get to where we want to be in the long run.” 
• “[She did] a beautiful job capturing our essence. She didn’t try to make us just like everyone else. People can finally see how we’re different and choose us BECAUSE of that.” 
• “Hire Lindsey if you’re looking for someone who can listen to your story, understand your customers, and create stories that connect them.”
• “She's like a Swiss Army Knife – something you always want in your pocket.”
• “Sure – everyone says they understand 'brand.' But Lindsey knows what can't be taught.”

Lindsey Canant, MA, MBA

Employ

** Hired by Lever in August 2021; Lever acquired by Employ in August 2022

— Own the ToFu content marketing strategy, including the organic search engine optimization efforts for all Employ business unit websites and development of thought leadership collateral/initiatives
— Liaise with our agencies/vendors to create new reports, guides, and videos that help the business promote new/updated Employ features, share industry trends, and spotlight our customers
— Provide assistance as needed with content for new and ongoing Demand Gen-led campaigns and enablement content creation for the Sales and Customer Success teams across Employ BUs
— Leverage generative AI tools like ChatGPT to produce ideas, briefs, and outlines for Employ blog posts and speed up/streamline our content production, while maintaining a focus on content quality

SEO & Digital Content Manager

BlueConic

— Owned and executed the brand's content marketing strategy: from producing top-of-funnel blog posts to developing middle-of-funnel gated assets and bottom-of-funnel sales collateral
— Advanced the company's search engine optimization (SEO) efforts to continually enhance the organic effectiveness of the BlueConic website and boost the company's SERP ranking
— Assisted fellow managers within Marketing (Product Marketing, Digital Marketing, Demand Generation, Corporate Communications) with campaigns and programs as needed
— Ran the BlueConic social media accounts across all major platforms (Facebook, Twitter, LinkedIn) and routinely analyzed metrics associated with each to optimize our presence
— Regularly met with Sales, Customer Success, and other departments to gauge content needs for various stages of the inbound marketing funnel (blogs, one-sheets, guides, etc.)

Content Marketing Manager

Brafton Inc.

— Worked with internal creative production and account management teams to ensure all clients received on-brief content (blog posts, ebooks, white papers, infographics, etc.)
— Closely reviewed written/visual collateral for quality assurance before assets were delivered to clients and liaised with internal/external stakeholders to modify content as needed
— Developed and maintained various content delivery schedules for all clients and ensured all collateral generated for them was sent on deadline and incorporated their content preferences
— Regularly spoke with all clients regarding their overall content marketing strategies and deliverables schedules and provided in-depth insights and recommendations as needed
— Offered feedback and guidance to members of the creative production team (writers, designers, videographers) as needed to make sure all content met client preferences

Creative Production Project Manager

Placester, Inc.

— Produced top-of-the-funnel articles for Placester's Real Estate Marketing Academy and strategized new campaign ideas to aid the company's lead gen efforts
— Created middle-of-the-funnel content (including and especially online marketing-oriented ebooks and webinar decks) to help the Marketing team achieve its monthly MQL goals
— Helped oversee the production and ensure quality of additional Academy content, ebooks, guides, webinars, and other long-form digital assets by our team of content creators
— Regularly developed alternative content marketing assets and campaigns (e.g. sales enablement collateral) to support other facets of the business (i.e. progressive profiling)
— Ideated and developed further sales and marketing collateral as needed for other teams within the business to aid their prospect nurturing and broaden brand awareness
— Managed the company's social media marketing strategy using Facebook, Twitter, LinkedIn, and Instagram and monitor the effectiveness of our social shares and campaigns
— Provided keyword research assistance as required to enhance the brand's search engine optimization (SEO) efforts and continually increase digital exposure for the company
— Liaised with other departments (Brands/Partners, Support, Sales, etc.) to provide relevant content to aid their customer success and lead gen/nurturing objectives
— Crafted email copy for our weekly Work Smart newsletter as well as other sales-oriented emails intended to generate new leads and upsell existing customers

Sr. Content Creator

— Produced short- and long-form articles, graphics/infographics, ebooks, guides, SlideShares, videos, and other content for the company's Real Estate Marketing Academy and external publications/outlets in efforts to assist agent, broker, partner, and publisher marketing needs
— Worked with fellow marketing team members to strategize and execute data-driven marketing tactics to accomplish lead generation and nurturing goals and broaden brand awareness, including through the company's official website and email marketing campaigns
— Organized and implemented the company's social media marketing efforts (on Facebook, Twitter, LinkedIn, Google+, Instagram, and Periscope), monitor activity on/analytics for each platform, and strategize promotion and engagement methods for each channel
— Developed other marketing collateral to assist the Brands, Sales, and Customer Success teams at Placester, including landing pages and promotional copy/graphics for sales-oriented email campaigns and webinar decks for our various marketing- and product-themed webinars
— Regularly researched keywords for all on-page Placester website copy (primarily for Academy posts and promotional landing pages) to enhance the company's search engine optimization strategy and digital presence

Content Creator

HubSpot

— Edited and produced marketing-oriented blog posts for HubSpot's award-winning inbound marketing blog; post topics included best practices, news, and trends related to SEO, social media marketing, email marketing, landing pages, branding, and website creation
— Worked closely with fellow editors, content creators, and guest contributors to ensure high-quality, comprehensive posts were published to the blog, and edited and proofread other editorial projects as needed

Associate Editor, Blog and Content Team

— Managed a team of 6-10 writers who produced marketing content for 100+ clients in the finance industry, including real estate, mortgage, personal finance, and insurance companies
— Regularly instructed my team on updates, modifications, and additions to client's editorial briefs to ensure we consistently and accurately met all goals outlined by clients
— Routinely met with internal content strategists/account managers to make sure content production goals were clearly outlined and to secure SEO/brief information necessary to produce said content

Finance Section Editor

— Edited news and evergreen content produced by a team of writers for marketing efforts for clients in the finance industry, including real estate, mortgage, credit, and insurance companies
— Regularly assisted section editor with additional duties, including meeting with internal content strategists and account managers to ensure client's goals were met and speaking with team members to ensure they stayed on brief for each client they produced content for

Assistant Finance Section Editor

— Wrote content as part of the online marketing efforts for dozens of finance-oriented companies, including those in the real estate, insurance, personal finance, and credit industries
— Specialized in producing blog posts, soft/hard news articles, case studies, white papers, and landing pages, among other content types

News and Content Writer

I'm a Boston-based content marketing professional with more than a decade of experience working at both emerging and established B2B technology companies (HubSpot, Placester, BlueConic, Lever/Employ) as well as a reputable content marketing agency (Brafton) in a variety of writing, editing, project management, and strategic roles.

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The Battle

Lindsey Canant, MA, MBA

Matthew Bushery

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