Zeina Yacoub

Experience

Gallagher / Content Marketing Manager

May 2022-Present, Chicago, IL

I own the voice, positioning, and external and internal promotion of Gallagher’s global Workforce Trends Report Series and National Benchmarking Survey.

• Developing global lead generation programs for Gallagher’s HR and Benefits division generating over $100M in cumulative revenue.

• Managing and building integrated marketing strategies that support sales goals and determining key messaging for Gallagher’s Workforce Trends Report Series and National Benchmarking Survey.

• Revamping webpage structures with refreshed messaging and UX components in collaboration with the web, art and marketing automation team.

• Managing paid media campaigns with over $130K budgets for the external promotion of core content assets.

• Measuring marketing campaign success based on internal analytics benchmarks to drive future decisions.

• Collaborating with divisional, consulting practice, industry vertical and regional marketing leads to write, edit, update and maintain multi-channel content.

Assurance, a Marsh McLennan Agency / Marketing Communications Specialist

August 2020-May 2022, Chicago, IL

I was a consultative partner to industry-focused sales teams, leveraging integrated marketing strategies and account-based marketing tactics to generate qualified leads and revenue.

• Achieving marketing-sales alignment by building and executing omnichannel engagement strategies.

• Managing account-based marketing campaigns for sales teams generating $35M in cumulative revenue.

• Developing resources and collateral in partnership with industry practice leaders to strengthen the sales funnel.

• Pinpointing cross-sell initiatives across industry niches and creating integrated marketing plans to penetrate new audience segments.

• Driving initiatives that increase product and service visibility through digital and print channels.

• Managing the editorial calendars and writing content for the senior living, manufacturing, and transportation blogs.

Association Management Center / Content Marketing Associate

December 2017-August 2020, Chicago, IL

In this multifaceted, consultative role, I manage and execute marketing and editorial projects across digital and print channels specific to healthcare and trade association clients.

• Leading creative teams of marketers, designers, and web developers in brainstorming and implementing marketing strategies for client-specific products, conferences, and membership.

• Project managing the production of client editorial products and medical guidelines, including creating and adjusting timelines, managing volunteer contributors, facilitating and delegating editorial tasks, and working with design throughout the manuscript layout process.

• Running web audits for content optimization efforts, using Google Analytics and SEO to promote data-driven decision making.

EOI Service Company / Communications Specialist

April 2017-December 2017, Chicago, IL

Following my promotion to this role, I became instrumental in driving forward EOI’s external and internal marketing communications efforts by strategizing with colleagues and clients.

• Acting as a primary liaison between the communications department and key partners/clients.

• Creating B2B and B2C communication strategies using print and digital channels that led to an increase in prospective client and broker outreach to EOI.

• Overseeing email marketing efforts and supporting EOI’s platform migration to HubSpot.

EOI Service Company / Communications Assistant

April 2016-April 2017, Chicago, IL

I assisted with the creation of marketing collateral and provided vital operational support to the communications department. This was a part time position that temporarily overlapped with the Curriculum Developer position below.

• Creating B2B digital and print marketing collateral such as email campaigns, microsites, benefit enrollment guides, posters, flyers, and memos.

• Building and monitoring project timelines for the marketing efforts that promotes clients’ benefits open enrollment.

• Conducting web updates on the company website as necessary.

Academic Approach / Curriculum Developer

May 2016-October 2016, Chicago, IL

• Developing and writing practice questions and sample essays as well as creating testing strategy lessons for SAT and ACT students.

• Brainstorming the content, structure, and layout of Academic Approach’s specialized SAT and ACT practice manuals.

Academic Approach / Copyeditor and eLesson Developer

February 2016-May 2016, Chicago, IL

• Creating, updating, and editing content for the center’s specialized SAT and ACT manuals in adherence to the Chicago Manual of Style.

• Creating eLessons and video demonstrations based on SAT and ACT manuals to further increase accessibility and interactivity to students.