About the project
Clef was a replacement for usernames and passwords and the most secure two - factor authentication, built for business. When we created Clef, we set out to build the most secure two-factor login available with unmatched usability. We developed and incorporated innovative features that tighten individual account security and protect the ecosystem of online security by default. Clef was designed with security at its core and real people in mind. We thought of ourselves as ’your friend in the security business.’ I joined the team as the first marketer with the task of creating foundational brand assets, content and communications strategies and as chief coordinator of our public launch.
The work.
The crux of my work with Clef was communicating a highly technical security product in an approachable and easy to understand way to our technical and nontechnical audiences. We also needed to educate our business client companies and their users on the benefits of choosing Clef and using it to login. The founding team were very interested in being active and contributing members to our local tech and startup communities. I also worked with our sales team to design and implement an enterprise sales program. At a high level, we positioned ourselves as 'your friend in the security business' while providing numerous opportunities to drill down into the information to any desired level of technical detail.
The breakdown.
Foundational brand development is a process that includes the entire founding team and involves creative work and iteration in several focus areas. For Clef, it included:
- Building a website that communicated key benefits and educational materials to multiple audiences in an approachable and easy to understand way.
- Development of onboarding materials for business customers to educate their customers about our product. Producing sales materials focused on different levels of customer, community, and user awareness.
- Communications and content strategies aligned with our values and distributed via social promotion of products and thought leadership, events, and community involvement.
- Creating partnerships with emergent blockchain based businesses, like Coinbase and Bitfinex, so that we could build a product perfectly suited to meet their needs.
The results.
In my time with Clef, we were able to produce:
- A category winning communications strategy that gained national media attention and positioned Clef for a profitable buyout.
- Targeted sales assets, like case studies and technical white papers, events materials, like brochures, stickers, and apparel, and platform specific content, like blogs and tweets that communicated key concepts to potential business customers and end users.
- A refined and operationalized brand concept, values, and go to market strategy.
- Recognition by the City of Oakland for operationalizing our values and making our culture building a public exercise. Received Oakland Chamber of Commerce Tech Award.
- 45% MoM user growth by deploying and refining coordinated campaigns, events, and PR strategies on a small a small team constantly iterating on performance data.
If you want more detail about the strategy and approach at Clef, send me a message. I love to build brands that are informative and educational for the communities they serve.
Project gallery
The most fundamental marketing project is designing the foundational brand elements including an origin story, values, voice, visuals and written language.
Jessica is a talented marketer. Not only does she have a broad range of technical skills across the marketing stack, most impressive is Jessica's ability to take complicated, technical language and communicate it to target audiences in an understandable and clear way. She's an extremely hard worker; direct and pragmatic in her approach. This makes her suited to early stage but she also has the polish and broader skill set to be able to scale.
Alex Calder, Co-Founder and CEO, Village Labs
Jessica consulted with Space Frontier Foundation during lead-up to our annual conference. She jumped in and schooled us all on what professional marketing looked like in this modern age. We all were extremely impressed. She suggested an entirely new social strategy (which we quickly adopted), suggested appropriate tasks for each of our staff positions based on their availability, provided a "plug and play" instruction manual that was easy to follow. We achieved the sales we wanted, and got the impact that we were hoping for (and more). I highly endorse Jessica's work and suggest hiring her without a second thought. You won't be sorry!
James Pura, President and Director, Space Frontier Foundation
Jessica is a keen visionary with an impeccable ability to strategize and execute a vision from beginning to final stages. She is extremely organized and able to stay on task and keep her teams on task to ensure deliverables are finalized on time and on budget. As a project manager, she ensured our goals were met on time despite having multiple contractors to manage and a tight deadline for opening. Her ongoing assistance in the marketing and events components of our business helped establish a solid foundation that has allowed us to grow and succeed as a top business in our region.
Bryce Berryessa, Co-Founder and President, Treehouse
Jessica is inspiring to work with and her perspectives are insightful and informed. Jessica sets extremely high standards for her own work and is always making steady progress toward organizational goals. She is excellent at offering consistent support, mentorship, and encouragement. Jessica has the ability to create a master plan and lay out a strategy with detailed action items customized for everyone to accomplish efficiently and prevent the team from becoming overwhelmed.
Wendy Christensen, General Manager, Ten15 Inc.
I've been thoroughly impressed with Jessica and have enjoyed working with her immensely. She has wide knowledge of the digital space, and can advise, plan and execute on strategies quickly and effectively. She's shown huge initiative and enthusiasm working with CitizenShipper and is continually adding value to our product. She has excellent management skills, and is highly creative. I highly recommend her without reservation.