Courtenay
Verret

From Bootstrapped to Full-Funnel

When I joined NIQ BASES, their thought leadership program had existed for years as a "labor of love" led internally by business leaders in their spare time. Assets were robust but built for client presentations—not marketing activation.

As de facto Editor-in-Chief overseeing a network of 20+ contributing writers, subject matter experts, and freelancers, I transformed the program into a true content marketing operation, building quarterly content bundles aligned with the division's key commercial priorities. Each bundle centered a key theme and messaging and produced 7–10 assets per quarter—including a primary article, executive byline, infographics, webinar, sizzle reel, and sales enablement materials—designed for activation across the full funnel.

The result: a content program that could generate demand, enable sales, and build brand authority simultaneously.

The Budget Lab at Yale

Following the 2024 US presidential election, urgent client questions arose about new tariff policies from the incoming administration. I identified economists from The Budget Lab at Yale as the right institutional partners to contextualize macro trends with NIQ's consumer data.

Time for Tariffs was our first collaboration—a direct response to immediate market confusion about tariff structures, supply chain exposure, and consumer impact. View Report →

When economic uncertainty grew beyond tariffs, we followed with The Business Resiliency Playbook—analyzing 50+ years of US consumer spending data across major economic disruptions to build a framework businesses could actually use: signals to watch, actions to take, and how to plan when the rules keep changing.

Brought to market through multi-channel activation: web, executive roundtable, paid search, paid and organic social, and PR—with earned media across 494 global outlets, including report citation in Harvard Business Review.

Indeed Interactive

As the global enterprise event content lead, I inherited a traditional in-person conference model and, for nearly a year, led my team in building the Indeed Interactive 2020 content architecture from the ground up: speaker procurement, mainstage narrative, and session design.

Then, the pandemic hit.

Rather than absorb the loss, I proposed we salvage the speaker roster and rebuild the content agenda from scratch around what employers actually needed to hear. Mass remote work, workforce well-being, managing teams through unprecedented social and cultural disruption—we met the moment directly. The result was a virtual event series that outperformed the prior year's in-person conference by 103%, generating 129 qualified meeting requests.

In 2021—still virtual, without geographical constraints—I partnered with conference leadership to propose the global expansion of Indeed Interactive, localizing across 7 languages, reaching audiences in 17 countries, and producing a fully virtual flagship event with 6,000+ attendees and a content NPS of 61.

🏆 Indeed Enterprise Excellence in Marketing Award