Portfolio and site structure
Simplifying a global product portfolio
Some forty offers brought into six product families, the structure the whole business now sells from.
Work
Pieces
Training program
Training 43 countries on marketing automation
Live training, templates and a video library on Salesforce MCAE (Pardot): 100+ campaigns within six months.
Email newsletter
Relaunching an email newsletter
One catch-all newsletter split into two focused monthly sends. Click-through rose by half as volume doubled.
Value proposition
Defining a global division's value proposition
One promise, anchored in quality, backed by claims that sales and operations can live up to.
Marketing automation
Delivering campaigns in Salesforce Pardot (MCAE)
Webinar pages, gated content and email programs built hands-on, later the model for every country's templates.
Sector sales kits
Consultative selling for eight industries
Workshops, templates and a case-study format that give each sector a value proposition of its own. Refreshed every year since.
DHL blog
Customs clearance: the must-knows
A simple article on customs documentation that became a freight forwarder's most-visited thought-leadership page.
SEO content program
From catalog to thought leader
The division’s first SEO content program: articles that became major traffic drivers, and a blueprint new series are still written to.
Website
An English website for a Japanese guesthouse
New structure, new English content and a working inquiry channel for a guesthouse on Miyajima. Still live, now kept up by the guesthouse itself.
Internal email templates
Templates for a global internal communications network
Twenty kinds of internal message brought into five templates and one set of rules any communicator can follow.
Report template
A monthly report designed to be co-written
A template clean enough to publish as it stands, and a pipeline that turns dozens of country inputs into one document. Published since 2020.
DHL blog
Limited freight liability
A plain-language article on what ocean freight liability actually covers, and the added protection most cargo owners choose alongside it.
DHL blog
Demurrage, detention and storage charges
Three ocean freight charges told apart by a single question, where the container stands, with five practical ways to keep them under control.
DHL blog
Incoterms® explained
An eleven-term framework for international trade, organized around the decisions a shipper has to make, not around the alphabet.
Travel newsletter
Kyoto: the lost art of missing the bamboo forest
Two alternative paths to get lost and go one better
Watch review
John Mayer made me appreciate the Nixon Time Teller
In defense of the fashion watch — John’s involvement is actually relative
Hiring?
I'm looking for a full-time role in communications, marketing or project management, and open to selected freelance projects.
Or copy the address: tommy@backpocket.cc