← ALL WORK

STRATEGY & CONTENT

STRATEGY & CONTENT

2025–2026

2025–2026

Relaunching a global brand through acquisition

Relaunching a global brand through acquisition

Relaunching a global brand through acquisition

CLIENT

Marigold to Zeta Global

MY ROLE

Senior Director, Content and Communications

YEARS

2025–2026

SERVICES

Acquisition communications · Content strategy · SEO and AI search · Team leadership

Marigold to Zeta Global

Marigold to Zeta Global

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— RESULTS

768%

768%

768%

Organic traffic growth

433%

433%

433%

Growth in AI-driven search visibility

133%

133%

133%

Increase in total site traffic in three months

— THE CHALLENGE

When Marigold was acquired by Zeta Global, I was already leading content and communications for the company. Overnight, my job changed: I was now responsible for managing a sensitive, NDA-bound narrative across internal teams, external partners, and media audiences — while keeping the day-to-day content program running without missing a beat. I directed all corporate communications through the transaction, ensuring clarity, stakeholder alignment, and confidentiality at every stage. Then, once the acquisition closed, I led the migration and relaunch of Marigold's entire global content portfolio onto Zeta's platform.

When Marigold was acquired by Zeta Global, I was already leading content and communications for the company. Overnight, my job changed: I was now responsible for managing a sensitive, NDA-bound narrative across internal teams, external partners, and media audiences — while keeping the day-to-day content program running without missing a beat. I directed all corporate communications through the transaction, ensuring clarity, stakeholder alignment, and confidentiality at every stage. Then, once the acquisition closed, I led the migration and relaunch of Marigold's entire global content portfolio onto Zeta's platform.

— MY APPROACH

From Acquisition to Relaunch.

The relaunch required rebuilding the editorial strategy and framework from scratch — developing a new content architecture, resource library, and email nurture series that aligned Marigold's brand voice with Zeta Global's platform and positioning. I managed a team of three content marketers and an internal communications manager through the full transition. The results came quickly. Within three months of launch, total site traffic had grown 133%, content-driven traffic had lifted 223%, and AI-driven search visibility had grown 433%.

— THE IMPACT

High-Stakes Communications, Delivered Acquisition communications is a specific and demanding discipline. The story has to hold for employees who are scared, partners who are uncertain, press who are skeptical, and clients who need reassurance — all at the same time, all with different versions of the same truth. I've now done this twice: at Borderfree through its Pitney Bowes acquisition, and at Marigold through its acquisition by Zeta Global. It's among the work I'm most proud of.

Results: 133% site traffic growth · 223% content-driven traffic lift · 433% AI search visibility · Full brand migration led

NEXT CASE STUDY ↗

A content program, built from zero in 60 days

A content program, built from zero in 60 days

HAVE A CHALLENGE IN MIND?

LET’S MAKE IT CLEAR.

Let’s talk.

Let’s talk.

alissa.mccue@gmail.com

alissa.mccue@gmail.com