an Award-winning rebrand & GTM Rollout generated $28M ARR

Overview

McGraw Hill Education, a leading ed-tech company, faced a declining foothold in key markets despite having a strong product. As Senior Product Marketing Manager, I spearheaded a comprehensive brand and GTM overhaul, aimed at restoring growth, increasing ARR, and reinforcing thought leadership.

$650K+ yoy

increase in product-led growth upsells

  • McGraw Hill needed a strategic rebrand to address brand stagnation, ineffective outreach, and diminishing market share. The objective was to establish clear SOPs, elevate brand presence, and revitalize digital marketing strategies.

  • In collaboration with cross-functional teams, we implemented a strategy focused on customer re-engagement, brand elevation, and revenue growth.

    1. Brand Messaging Overhaul
      Led a rebrand to modernize messaging, focusing on reliability and educational impact, which resonated across digital and social channels.

    2. Innovative GTM Campaigns
      Established GTM processes to streamline internal workflows, align teams, and improve agility across product launches.

    3. Thought Leadership Campaigns
      Reinforced McGraw Hill’s positioning as an ed-tech authority through thought-provoking content, achieving 30K+ podcast downloads.

    4. AI-Enhanced Market Insights
      Pioneered AI in market research and customer segmentation, driving targeted outreach and optimizing product positioning.

  • Our approach led to:

    • $28.5M in ARR

    • $650K+ YoY Growth in Product-Led Revenue

    • 25% Increase in Engagement

    • 10% Reduction in Customer Acquisition Cost (CAC)

Industry

Edtech

$28.5M Generated

in ARR

10% increase

in new customer Acquisition

Joanne Hewat

Sr Director of Sales & Strategy

McGraw Hill, Canada

“I was lucky enough to work with Antoinette at McGraw Hill. she is bright, thoughtful and articulate. She will rise to meet any challenge put in front of her.”

McGraw Hill

What Music Means to Me
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Results that stand out

  • Penetrated various digital media spaces to expand marketing reach; most notably, achieved 30K+ podcast downloads.

  • Generated $28.5M+ in ARR, minimized negative returns by ~$300K+, and saved $2M [3-year period] from bolstering partnerships with stakeholders across 5 key accounts.

  • Pioneered use of AI technology in market research, customer segmentation, customer positioning, market assessment, and new product development.

  • Stimulated $650K+ YOY digital revenue growth for a ~$90M+ portfolio of print and SaaS products through tactical overhaul of product brand messaging and promotion focused on modernizing global end-to-end sales and GTM activities.

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