Product Marketing for HotSpot Parking
During my tenure at HotSpot Parking and Arcadis, I held various marketing roles that allowed me to develop a diverse skill set across digital marketing, product launches, and content creation. Below is an overview of the key projects and responsibilities I managed:
Case Studies, Brochures, and Blogs
I wrote and designed various types of marketing collateral, such as blogs, case studies, and product brochures, which were used to support the sales team and showcase HotSpot’s product value propositions at conferences. These materials were crafted with a focus on clear, technical messaging that resonated with municipal, university, and private sector audiences.
Social Media Management
I managed HotSpot’s LinkedIn channel, developing a targeted content strategy that aligned with our audience. By leveraging strategic content creation and scheduling, I increased HotSpot’s LinkedIn followers from less than 200 to over 1,000 in under a year. This growth was accompanied by a marked increase in engagement and interaction with key stakeholders.
HotSpot’s Website Redesign
I led the redesign project for HotSpot’s website to be more aligned with B2B sales strategy. My efforts included adapting the new brand guideline to the home page, product pages, blog posts, and solution overviews that not only drove organic traffic but also positioned HotSpot as a thought leader in the parking solutions industry.
Product-focused webinar
I organized and executed a successful webinar featuring key speakers from our team and a client from the City of Hamilton, ON. The webinar attracted over 100 live attendants and more than 200 registrants. I was responsible for promotional efforts including video posts, registration management, and post-event follow-ups on LinkedIn.
Sales Team Collaboration
I worked directly with clients to support product launches, ensuring that messaging and marketing materials were tailored to meet their unique needs. Additionally, I collaborated with the sales team to organize conferences and to execute ABM campaigns using Salesforce Pardot, resulting in better alignment between marketing and sales objectives.
HotSpot attended 8 conferences in 2024 and has promoted product launches in 6 cities including Edmonton and Quebec City.