Goal
The FoneTrac application provided powerful travel safety and real-time security features, but awareness and adoption among key audiences was limited. Executives needed assurance of corporate risk mitigation, while parents and students wanted reassurance of personal safety abroad. The goal was to create high-impact marketing videos tailored to these personas to drive adoption and confidence in the product.
Responsibilities
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Authored project charter to define scope, deliverables, and timeline
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Conducted competitive research on traveler security companies’ marketing strategies
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Interviewed existing customers to uncover pain points with the legacy FoneTrac app
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Scripted video narratives aligned with user pressures and product strengths
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Evaluated and selected software tools
(Veo 3, Camtasia, Artlist.io, Epidemic Sound, Canva) -
Produced and edited video clips, sourced soundtrack, and iterated scripts into polished advertisements
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Delivered two final videos: one for Study Abroad campaigns, and one for Executive Travel campaigns
Process
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Adopted an Agile methodology with fast iterations and continuous feedback loops
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Used discovery methods, including user interviews and competitive analysis, to ground creative direction
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Conducted daily scrums to monitor progress, unblock tasks, and prioritize effectively
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Ran retrospectives after each sprint to refine process and address bottlenecks
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Collaborated closely with executive leadership, external vendors, and a small creative team to ensure alignment
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Delivered MVP drafts of the videos early, incorporating iterative feedback before final production
Key Challenges
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Learning Curve: Rapidly came up to speed on new tools (Veo 3, Camtasia, Artlist.io, Epidemic Sound, Canva) within the project window
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Time-to-Market vs. Quality: Balanced executive requests for additional creative scope with the urgent three-week delivery deadline
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Scope Creep Management: Negotiated with leadership to keep messaging focused, ensuring videos remained concise and effective rather than overstuffed
Outcome & Impact
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Delivered on Time: Produced and launched two high-quality videos within 3 weeks
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Adoption Impact: Videos became cornerstone assets in FoneTrac’s marketing campaign, featured on the company website and in outbound sales communications
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Audience Engagement: Tailored messaging resonated strongly with both executives and university stakeholders, leading to higher inbound interest during launch phase
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Scalable Asset Base: Established a repeatable framework for future video marketing initiatives across different personas
Reflection
This project reinforced the importance of pairing storytelling with user research to create compelling marketing content. I learned how to quickly master new creative tools and balance stakeholder demands under tight deadlines. It also highlighted the value of structured Agile processes in non-traditional PM deliverables, creative projects benefitted from iterative feedback just as much as software development. Going forward, I’ve applied this hybrid skillset to accelerate delivery of marketing, training, and product collateral.