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
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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.
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In collaboration with cross-functional teams, we implemented a strategy focused on customer re-engagement, brand elevation, and revenue growth.
Brand Messaging Overhaul
Led a rebrand to modernize messaging, focusing on reliability and educational impact, which resonated across digital and social channels.Innovative GTM Campaigns
Established GTM processes to streamline internal workflows, align teams, and improve agility across product launches.Thought Leadership Campaigns
Reinforced McGraw Hill’s positioning as an ed-tech authority through thought-provoking content, achieving 30K+ podcast downloads.AI-Enhanced Market Insights
Pioneered AI in market research and customer segmentation, driving targeted outreach and optimizing product positioning.
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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
Former 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
$650K+ yoy
increase in product-led growth upsells
10% decrease
in customer acquisition cost (CAC)
25% increase
in customer engagement
Results that stand out