Wilson Language Training

EdTech Delivering Curriculum via SaaS & Publishing

Advancing student outcomes. Delivering literacy for all.

Trailblazers in the science of reading since 1985, Wilson Language Training is the most trusted Structured Literacy provider in the market.

Role

Senior Director of Marketing, Brand, & Creative Strategy

Dates

12/2022-2/2025

Multi-Department Oversight

Brand/Communications, Creative, & Marketing

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• Wilson Brand Refresh & Website Redesign
  
• Full-Funnel Demand & Sales Activation Campaign 
  
• Fundations Readers Product & Packaging Design

Focus Areas

Wilson Brand Refresh & Website Redesign

Goals

Goal 1:  Execute a comprehensive brand refresh, including new brand messaging, copywriting strategy, and visual identity.

Goal 2:  Rebuild the corporate website—front and backend—redesigning and rewriting it to transform it from a user-focused informational site into a conversion-driven platform for decision-makers.

Scope

Directed and led the strategy and execution of the company’s first brand initiative, redefining its visual identity, differentiators, brand values, positioning, and value proposition. Following the refresh, oversaw the strategy and execution of Wilson’s corporate website rebuild, ensuring alignment with the new brand and performance marketing goals.

Challenge, Approach, & Results

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Full-Funnel Demand & Sales Activation Campaign

Goals

Goal 1: Accelerate stalled opportunities and drive conversions.



Goal 2: Generate net new opportunities to strengthen the 2025 pipeline.

Scope

Directed and led the marketing and creative strategy for a multi-faceted, multi-persona campaign spanning lead and demand generation, sales activation, and thought leadership. Tactics included paid and organic social, influencer marketing, giveaways, product previews, webinars, email nurtures, sales/CX outreach sequences, and more.

Challenge, Approach, & Results

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Fundations Readers Product & Packaging Design

Goal

Launch a new Fundations product line for Kindergarten through Second Grade, reinforcing phonics and word structure skills.

Scope

Directed and led creative production for 80 children's books, 700+ custom illustrations, three teacher’s guides, and custom packaging for K-2. Ensured authentic representation, programmatic text alignment, and a research-backed design approach, while navigating a complex political landscape.

Challenge, Approach, & Results

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