Laura Mark

Developed the brand strategy, storytelling, and creative direction to shape how a South African NGO communicates its mission, establish a cohesive identity across touchpoints, and connect with the audiences essential to its work. The project involved translating the organization's social-impact mission into a clear brand narrative and distinctive creative direction. I developed its positioning, value proposition, tone of voice, messaging, and visual identity recommendations, and brought these elements together through a cohesive brand framework. I also shaped the content and launch strategy to communicate the organization's value to prospective fellows, partners, and funders as it moves toward its goal of expanding beyond Africa. The resulting brand guidelines provided a unified strategic and creative foundation for the organization's communications, aligning its purpose with a clear, recognizable brand identity.

• Art Director
• Brand Strategist
• Content Strategist
• +2

Grew a thought leadership client's LinkedIn newsletter to 954 subscribers, increasing subscriber count by 1.8% and article views by 2.4%, as part of an organic thought-leadership strategy that achieved a 4.5% engagement rate, nearly double the 2.26% industry benchmark. I developed and wrote executive thought leadership content that translated professional expertise and perspectives into engaging, accessible storytelling. Through original editorial angles, compelling openings, and relatable narratives, I helped establish a distinctive voice that connected professional insights to readers' everyday experiences. Beyond newsletter performance, the broader LinkedIn content strategy generated 629 engagements (+24.1%), increased impressions by 14%, and averaged 1,285 impressions per post against a 600-post benchmark. This work strengthened the client's executive presence on LinkedIn, resulting in her recognition as a Top Leadership Voice.

• Brand Strategist
• Content Producer
• Content Strategist
• +2

Reached 500K+ people through May 1 launch content and generated 1,000+ new Facebook leads at approximately $1.66 per lead through the Cystic Fibrosis Foundation's CF Awareness Month campaign. I led the campaign from concept through execution, owning the annual creative direction, campaign strategy, and integrated content delivery. Each year, I developed and pitched the campaign theme, establishing the central narrative and visual direction that unified the initiative. My approach centered on a simple principle: people connect with people, not information. I built the editorial strategy around this idea, balancing accessible CF education and awareness messaging with compelling stories from people living with cystic fibrosis and their families. I directed the development and publishing of social, email, video, and digital content, working cross-functionally with designers, internal stakeholders, and community contributors to bring the campaign to life. I also managed paid social investment within the Foundation's six-figure annual Meta budget, overseeing campaign promotion and performance. Alongside content delivery, I led community-facing messaging and engagement and developed branded resources and templates that enabled 80+ Foundation chapters to extend the campaign through their local communities. The result was a coordinated awareness initiative that combined creative leadership, community-centered storytelling, and performance-driven marketing, supported by 31 days of campaign activation.

• Community Manager
• Content Strategist
• Creative Director
• +2