The Rise of Maestro in a Digital Era for 3.1M Impressions

Overview

Facing a YOY dip in sales for a leading product, McGraw Hill launched Connect Master: Maestro for Music Appreciation, an AI-driven digital learning tool. As Senior Manager of Product Marketing, I led a strategic initiative to position Maestro as an innovative solution bridging knowledge and mastery.

3.1 M

Organic Impressions

Despite being a market leader, sales were declining. The goal was to create and position an all-digital, self-updating product as an effective alternative to static textbooks.
I led a comprehensive plan involving:
1. Market Intelligence
  Conducted sales interviews to uncover reasons for the sales decline and align strategies with market needs.
2. Positioning Excellence
  Positioned Maestro as a dynamic, self-updating learning platform, emphasizing modern, flexible content.
3. Competitive Analysis
  Collaborated with engineering and product teams to reveal and leverage competitors’ weaknesses.
4. Sales Enablement
  Supported each GTM phase with targeted tools addressing SOM personas' pain points.
5. Customer Advisory Board
  Established a board to gain deeper insights and refine resonant marketing strategies.
This strategy led to:
- - $13M+ Generated in ARR
  - 3.1M Organic Impressions
  - 10% Increase in New Customer Acquisition
  - 249K Views from campaigns with an 8% click-through rate
  - 14K Unique Page Views with an 11% CTA completion rate

Industry

Edtech

$0 to 13M+

Generated in ARR

10% increase

in new customer Acquisition

McGraw Hill

Learn more

Results that stand out.

Implemented full-cycle digital marketing campaigns to acquire, nurture, and retain key net new customers via email for a 10% average click-to-open rate) .
3.1M Unique Campaign impressions across all social media platforms, with 8% click thru rate totaling 249K views
14K Unique User Page views on Concert Page with 11% CTA completion