IBM

In 2022, I took everything I'd learned making viral content at BuzzFeed and applied it to... mainframe computers. Stay with me.

At IBM, I lead content strategy for enterprise products and launches, including IBM’s biggest of 2025 for the z17 mainframe. I built content franchises that reached millions. I oversaw a campaign that contributed to $2.1B in pipeline while exceeding engagement benchmarks by up to 2,200%. I even coached IBM engineers on becoming on-camera creators. And I proved that you can make mainframes compelling if you focus on the humans who build, test, and rely on them every day.

For IBM's largest product launch of 2025 for the z17 mainframe, we wanted to reposition the mainframe from "legacy technology" to an AI-powered enterprise solution central to modern data strategies.

The campaign needed to reach CIO/CTO audiences globally, drive upgrade consideration among existing customers, and contribute to aggressive pipeline goals.

I owned the messaging and narrative strategy across the launch, working with cross-functional teams to develop the integrated campaign narrative “Z makes more possible.”

I also led a multi-audience creative campaign, crafting franchise and creator content that connected the technical strengths of the full stack to enterprise-level business outcomes.