Project details
Client:
Marigold
Marigold Rebrand and Acquisition from Zeta Global
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.
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%.
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