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Digital Marketing Specialist
Digital Marketing Intern: Driving Audience Strategy and Market Opportunities
Problem:
In 2020, as the COVID-19 pandemic disrupted traditional business operations, Cisco faced challenges in adapting its audience management strategies to meet changing customer needs. The company needed to explore how emerging technologies, such as the Customer Data Platform (CDP), could enhance demand generation. At the same time, Cisco sought to validate its approach to the $844M SD-WAN market, which was becoming increasingly critical for secure, remote network management during the global shift to remote work.
Solution:
My key responsibilities involved evaluating Cisco's audience management strategy and leading an internship project to assess the $844M SD-WAN market. This included:
Researching and Enhancing Demand Generation: Conducted in-depth research on Cisco’s audience management practices and identified gaps where the Customer Data Platform could improve demand generation
Creating an internal program for (CDP) Integration: Designed a detailed internal awards program plan that aligned with Cisco’s Customer Data Platform, streamlining its integration with the marketing strategy
Leading a Project on SD-WAN Market Opportunities During COVID-19: Led a collaborative internship project focused on analyzing aggregate data to validate the growing opportunity in the SD-WAN market, emphasizing its critical role in secure and remote network management during COVID-19.
Impact: The analysis and recommendations I provided influenced Cisco’s approach to audience management and demand generation, highlighting the potential of CDP to enhance engagement. The SD-WAN project validated the $844M market opportunity, highlighting its critical role in enabling secure, remote operations, which was a #1 priority during the pandemic. The presentation received positive feedback from leadership, with several insights incorporated into ongoing strategic discussions.
Employer
Cisco
Role
Digital Marketer
Sector
Tech
Platform
Networking
Year
2020
May
May
Onboarded to Cisco's Digital Marketing team and familiarized myself with ongoing projects
Began analyzing Cisco's audience management strategy to identify improvement areas
June
June
Conducted in-depth research on the Customer Data Platform (CDP) to explore its potential for enhancing demand generation
Collaborated on designing an internal awards program plan aligned with Cisco's CDP
July
July
Led a collaborative internship project focused on validating the $844M SD-WAN market opportunity
Analyzed data to emphasize SD-WAN’s critical role in secure, remote network management during COVID-19
August
August
Presented key findings and strategic recommendations on the SD-WAN market to VP and Director-level leadership.
Delivered actionable insights on audience management and demand generation strategies to drive Cisco’s marketing initiatives forward.
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