Hotwire – Into Tech Education Series

I partnered closely with the content lead early on as we worked with marketing and project management to ensure smooth sailing. With a small team, my role stretched across defining the visual identity, ensuring consistency across all materials, and being open to feedback from leadership along the way.

Key planning contributions:

• Identity & Branding – Designed the program wordmark and created a sub-branded look that complemented Hotwire’s master brand and gave Into Tech its own identity.
• Content Flow & Storytelling – Monitored how scripts, slides, and interactivity would be presented across the three modules to provide a seamless learning experience.
• Collaboration & Roles – Worked alongside the content lead in curriculum, but handled all creative execution. Coordinated with marketing to keep promotional campaign consistent and with the project manager to keep scope and timing on track.
• Pre-Launch Strategy – Defined the creative direction for campaign assets to keep paid, organic, and owned channels in sync.

As the program moved into production, my role expanded from creative direction into full-scale execution. I directed, recorded, and edited video content while also producing all supporting assets that brought the series to market. Managing rapid turnarounds, I served as the single point of ownership for creative, ensuring quality and cohesion across every output.

Delivery responsibilities:

• Directing, filming, and editing all video assets, such as teasers, a welcome video, three full modules, and social cutdowns.
• Developing campaign collateral such as interactive landing pages, emails, paid/organic social graphics, and ad creative.
• Designing digital templates to have a consistent virtual experience.
• Building promotional assets specifically for LinkedIn, Twitter, Instagram, and email.
• Managing rapid feedback loops with leadership and maintaining consistency and version control.

See full course playlist ➡️here⬅️.

Check out the interactive landing page ➡️here⬅️.

Organic Promotion

• 24,600+ impressions across Twitter, LinkedIn, Meta, and Instagram
• 4,465 total engagements

Paid Promotion

• 1.5M+ impressions across LinkedIn, Twitter, and Instagram ads
• 309,000+ reach and 2,096 website visits
• LinkedIn proved to be the highest-performing platform for impressions and conversions

Landing Page

• December 2021: 1,491 global views (3rd most-viewed Hotwire page since launch)
• January 2022: 5,661 global views, 4,596 sessions (most-viewed Hotwire page that month)
• U.S. site consistently ranked as the 2nd most-viewed page during both December and January

TikTok Promotion

• 5 custom videos generated 47,300+ views, 1,265+ likes, 80+ comments, and 35+ shares