Emarsys · Acquired by SAP
Building the media engine behind a $500M SaaS acquisition.
Senior Content Manager → Head of Content & Editorial · 2017–2022
Built and scaled Marketer + Machine—a connected podcast, editorial, SEO, resource, webinar, partnership, and nurture ecosystem that strengthened Emarsys’ AI marketing position and turned content into a measurable demand channel.
Global scale
Organic visibility
+300% traffic growth
Content influence
+20% pipeline
Company growth
+34% revenue
Strategic outcome
$500M SAP acquisition
The diagnosis
A strong product needed greater enterprise brand gravity.
Emarsys had established strong product-market fit in marketing automation, yet its enterprise authority lagged larger competitors such as Salesforce, Adobe, and Oracle.
The company needed more than a larger content calendar. It needed a recognizable point of view, durable demand infrastructure, and credible voices capable of elevating Emarsys inside the broader customer-experience ecosystem.
The opportunity was to build a branded media system that could own the AI marketing narrative, compound across channels, and support the longer evaluation cycles associated with enterprise SaaS growth.
Five-year impact
Content became a compounding enterprise growth asset.
The media and editorial system increased organic demand, influenced pipeline, strengthened enterprise credibility, and supported Emarsys’ growth to approximately $175M ARR ahead of its acquisition by SAP.
+300%
Increase in organic traffic through sustained SEO and editorial execution.
+20%
Pipeline attributed to content, nurture, and account-based enablement.
$500M
Strategic acquisition by SAP after Emarsys grew revenue to approximately $175M ARR.
The strategy
Build one media ecosystem capable of compounding everywhere.
Marketer + Machine became the organizing idea for a full-stack content system spanning authority, discovery, demand capture, distribution, and enterprise nurture.
Establish a branded media property that could carry Emarsys’ category narrative for years.
Build search authority through pillar pages and an editorial program designed to rank, educate, and convert.
Create a conversion-focused resource hub for guides, research, case studies, and enterprise proof.
Use executive conversations as source material for podcasts, articles, clips, email, and sales enablement.
Convert live programming into demand through webinars, virtual summits, and evergreen follow-up assets.
Borrow trusted distribution through respected marketing leaders, guests, and external partners.
Connect attention to enterprise nurture through retargeting, email journeys, and ABM enablement.
Operationalize global production through editorial planning, repeatable workflows, and accountable measurement.
Selected execution
What I actually shipped.
The system joined editorial operations, high-intent search, branded media, conversion assets, live programming, partnerships, and nurture into one commercial engine.
Editorial planning system
Built the calendar and production workflow that kept global content aligned with SEO, campaigns, account priorities, and nurture.
SEO pillar program
Wrote and scaled durable, high-intent content that worked across search, email, retargeting, ABM, and sales enablement.
Marketer + Machine podcast
Launched a branded show featuring senior marketing leaders and multiplied each conversation into articles, clips, social assets, and enablement.
Gated resource hub
Built the conversion library for ebooks, research, guides, and case studies supporting high-intent demand and enterprise evaluation.
Flagship research assets
Produced gated whitepapers used as paid and account-based destinations, designed to capture and nurture enterprise demand.
Webinars and virtual summits
Produced live programming that converted directly into leads, then repurposed sessions into evergreen nurture and sales assets.
Influencer distribution
Secured organic reach through respected marketing voices, turning strong content into borrowed trust among enterprise buyers.
Nurture and ABM enablement
Connected editorial and gated assets to retargeting, email journeys, and account engagement so attention continued moving toward pipeline.
Behind the work
The five-year experience, unpacked.
Listen to my firsthand recap of building the function, or read the expanded account of how Emarsys used content, category authority, and strategic fit on the road to SAP.
Read the deep dive
How Emarsys built category authority before its SAP acquisition
Growth lessons
What building a global content function revealed.
Branded media creates durable category authority. A recognizable property can carry a company’s point of view longer than any individual campaign.
Build a system that fuels every channel. The strongest content architecture supports search, paid, ABM, nurture, social, events, and sales simultaneously.
Repurposing is a distribution strategy. One expert conversation can become articles, clips, emails, campaign proof, and enterprise enablement.
Content deserves revenue accountability. Attribution, iteration, and pipeline alignment convert editorial activity into a commercial function.
Strategic value extends beyond marketing metrics. Enterprise credibility supports growth, while acquisition outcomes ultimately depend on product fit, market position, and the gap a buyer needs to fill.
Explore the work
Key artifacts.
Marketer + Machine
The branded podcast powering executive credibility, expert-led content, and organic distribution.
Lifecycle Marketing Pillar
A flagship SEO asset that became the most-trafficked page on Emarsys.com.
Enterprise Resource Hub
The central conversion destination for research, guides, case studies, and demand assets.