Summary
Overview
Work history
Education
Skills
Accomplishments
Interests
Languages
Timeline
Hi, I’m

Aaron Carpenter

London
Aaron Carpenter

Summary

Lead content strategist and head of content with 7+ years of experience devising, creating, and executing content campaigns both in-house and for clients primarily across the B2B tech industry.


As a detail-focused creative, I blend innovative ideas with tried-and-tested processes to create personalised content that not only engages audiences but also drives key, bottom-line outcomes.


My skillset balances writing and strategy. This composition ensures that I'm able to influence, communicate, and deliver content ideas and assets in a way that aligns with strategic objectives.


Overview

7
years of professional experience

Work history

Qualtrics
London

Lead Content Strategist
01.2021 - Current

Job overview

  • Responsible for the development, and delivery of content strategies and content across multiple business functions with a primary focus on Qualtrics XM for People Teams suite and Employee Experience (EX)
  • Developing written and video content collateral for ABM campaigns, generating $2 million in ACV
  • Spearheading the content strategy for the employee experience arm of X4, the organisation's annual, flagship event, generating $20m+ in ACV
  • Spearheading the content strategy for the organisation's leading industry report, Employee Experience Trends, $20m+ in revenue
  • Planning and creating Tier 1 campaign collateral, responsible for generating millions in revenue each year
  • Creating content guidelines for tone, style, voice, and brand presence and ensuring they are followed
  • Creating full-funnel content for specific brand personas and target markets based on a detailed editorial calendar
  • Devising end-to-end content strategies for specific campaigns and tracking overall ROI
  • Working in unison with SEO to identify new areas of opportunity to grow the organisation's presence in the world of employee experience
  • Working with a team of freelance copywriters, video editors, graphic designers, and animators to create brand-new collateral for the website
  • Consulted with and interviewed C-level and senior executives to create powerful thought leadership content
  • Collaborated with product and GTM teams to build and deploy detailed, SEO-optimised web pages for new products
  • Creating high-quality employee experience (EX) and market research (MR) content and copy to internal briefs, including blogs, eBooks, case studies, videos, web pages, landing pages and thank you pages, emails and pillar pages
  • Reviewing all internal EX and MR content and copy
  • Writing thought leadership content for Irreverent, a Netflix-esque content experience
  • Developing the end-to-end blog content strategy for Irreverent
  • Creating, reviewing, and managing the content for flagship events such as X4 and XM on Tour, generating more than $100m in revenue
  • Organizing EX breakout areas at flagship events, including brainstorming sessions, creating and reviewing content, and preparing speakers
  • Writing, editing, reviewing, and delivering the 2022 Market Research Trends report, including the creation ofall promotional content
  • Building blog content in the CMS
  • Utilising search engine optimisation (SEO) best practices to create content optimised for users and search engines
  • Using keyword analysis tools such as Google AdWords to identify content opportunities

Huble Digital
London

Head of Content
09.2020 - 07.2021

Job overview

  • Responsible for creating and implementing the organisation's content marketing strategy across all key channels
  • Overseeing the execution of a varient of content marketing activities such as thought leadership, community marketing, eBooks, case studies, videos, podcasts, demos
  • Reporting on the ROI of content marketing activities and the successes of the wider team
  • Managing a team of freelance and in-house content writers
  • Interviewing clients on specific content strategy and development projects to ensure assets are created to spec
  • Presenting content marketing strategies to clients to demonstrate the value of content creation across different channels
  • Working with a variety of internal and external stakeholders on content projects
  • Maintaining an up-to-date content marketing calendar for internal activities and publishing
  • Developing the social media strategy for the wider organisation and key stakeholders
  • Providing on-site training on topics such as buyer personas, pillar pages, content creation, etc
  • Working closely with the C-suite to develop the overall content strategy and goals, as well as identify buyer personas, markets and target industries
  • Using the HubSpot CMS to build, edit, schedule, and post content

Huble Digital
London

Senior Editor
09.2019 - 09.2020

Job overview

  • Same as below

Huble Digital
London

Editor & Content Marketing Manager
05.2019 - 09.2019

Job overview

  • Same as below

Huble Digital

Senior PR and Marketing Copywriter
09.2017 - 05.2019

Job overview

  • Devising content strategies for Huble Digital, Be Found Online and ITPR
  • Working with the Group Head of Marketing to create content marketing plans and schedules
  • Creating promotional blogs and social posts to advertise marketing collateral on social channels
  • Creating high-quality content and copy to client briefs
  • This includes blogs, eBooks, case studies, videos, web pages, landing pages and thank you pages, emails and pillar pages
  • Understanding client campaign objectives and devising content strategies to achieve them
  • Utilising search engine optimisation (SEO) best practices to create content optimised for users and search engines
  • Using keyword analysis tools such as Google AdWords to identify content opportunities
  • Reviewing all internal and client content and copy
  • Creating and upholding style guidelines to ensure all content and copy is on message
  • Supporting the marketing team with the creation of content strategies and content for clients
  • Assisting junior members of the team with content creation, as well as providing training and feedback
  • Working directly with the Group Head of Marketing to implement marketing campaigns, including email content, landing pages and thank you pages, web pages and blogs
  • Managing internal content creation across the business
  • Using the in-house CMS (HubSpot) to create web pages, landing pages, thank you pages, emails and blogs
  • Running content induction sessions for new starters
  • Reporting on content performance and identifying areas for improvement
  • Interviewing clients to create copy briefs that meet requirements, Edited outgoing email, marketing documents, CV's and candidate/school profiles
  • Researched clientele and implemented changes where necessary in the database
  • Updated and corrected outdated documents
  • Maintained in-house database, updated candidate profiles and interview notes
  • Checked and actioned necessary messages and emails
  • Screened and transferred calls
  • Performed regular data entry tasks
  • Maintained in-house documentation and assisted in the construction of new marketing materials

Huble Digital
London

Content Executive
09.2016 - 09.2017

Job overview

  • Writing and proofing a variety of copy, including blogs, outbound marketing emails, market reports, product sheets, eBooks, etc
  • Working alongside the Huble team to manage the social editorial calendar and integration with the marketing calendar - including newsletters, website updates and content
  • Devising content marketing topics/ideas and assisting in the research of them
  • Managing content generated on behalf of clients and business units and maintaining constant contact with account managers to manage the completion of content
  • Utilising LinkedIn, Twitter, Facebook and other social media channels to amplify the reach of content
  • Assisting in the creation of internal and client-related social media content where required
  • Maintaining and optimising website content for users and search engines
  • Working with the Group Head of Marketing to create and follow a strict content plan
  • Using the in-house CMS (HubSpot) to create web pages, landing pages, thank you pages, emails and blogs

Huble Digital
London

Content & Social Media Intern
07.2016 - 09.2016

Job overview

  • Supporting the marketing team with the creation of social media and content
  • Helping the marketing team to create and implement campaigns
  • Creating blog and eBook content for the website
  • Creating social media collateral
  • Using HubSpot to create blogs and landing pages
  • Creating imagery for social media

Impact Teachers

Recruitment Consultant
01.2015 - 04.2015

Job overview

  • Conducted thorough, detailed candidate interviews and updated candidates on their application status
  • Performed extensive applicant searches through the usage of CV distribution websites
  • Informed applicants on the necessary items and documents required for registration
  • Evaluated candidates with follow-up interviews and activities to ensure all criteria were met
  • Liaised with candidates and provided information on ongoing vacancies
  • Designed job adverts and vacancies to be uploaded online
  • Discussed with candidates the process of moving over to the UK, as well as the required documentation

Astronics Ltd

Administrator
03.2009 - 04.2009

Job overview

  • Organised physical documents
  • Ensured a clean working area
  • Mirrored a professional electrician and gained an understanding of the procedures
  • Assisted the director with general administrative duties, acting as a PA

Education

University of Westminster

BA (Hons) from English Literature

University overview

GPA: 2:1

Kelsey Park Sports College

University overview

English Literature (B), Extended Project (B) (Essay entitled: The Impact of Technology on Social Interaction), of 2 A 's, 2 B's and 9 C's, English Literature A , English Language A )

Skills

  • Editing copy
  • Proofreading
  • Cross-functional marketing
  • Content strategy
  • Social media strategy
  • SEO
  • Concept and theme development
  • Page optimisation
  • WordPress
  • HubSpot
  • Interviews
  • Presentations
  • Public speaking
  • Training and mentoring
  • Content creation
  • ROI reporting
  • Managing teams and projects
  • Creative problem solver
  • Strong communicator
  • Detail and outcome-oriented

Accomplishments

  • Generated $100m+ in pipeline for Qualtrics via X4 and XM on Tour content
  • Generated $20m+ in pipeline for Qualtrics via the Employee Experience Trends 2024 report
  • Generated $15m+ in pipeline for Qualtrics via the Employee Experience Trends 2023 report
  • Generated $2m+ in pipeline for Qualtrics via ABM video campaigns

Interests

  • Technology
  • Current affairs
  • Literature and poetry
  • Reading and writing
  • Employee experience
  • Public speaking and presenting

Languages

English
Native

Timeline

Lead Content Strategist

Qualtrics
01.2021 - Current

Head of Content

Huble Digital
09.2020 - 07.2021

Senior Editor

Huble Digital
09.2019 - 09.2020

Editor & Content Marketing Manager

Huble Digital
05.2019 - 09.2019

Senior PR and Marketing Copywriter

Huble Digital
09.2017 - 05.2019

Content Executive

Huble Digital
09.2016 - 09.2017

Content & Social Media Intern

Huble Digital
07.2016 - 09.2016

Recruitment Consultant

Impact Teachers
01.2015 - 04.2015

Administrator

Astronics Ltd
03.2009 - 04.2009

University of Westminster

BA (Hons) from English Literature

Kelsey Park Sports College

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Aaron Carpenter