JL SMITHER
Portfolio
A few professional highlights from Jennifer Smither's marketing career to date
Top 5 CliftonStrengths
Includer | Woo | Positivity | Connectedness | Strategic
CAS
Conversational Personas
Built two conversational AI persona agents based on market research, established persona profiles, interview transcripts, user testing, and more. Led the shift to a customer-first mindset by sharing across the organization. Agents were quickly adopted by Marketing to pressure-test messaging, Sales to practice pitches, Product to check backlog priorities, and Devs to test feature design.
CAS
Use cases & pitch deck
Proactively and independently created product use cases based on deep persona knowledge, market differentiators, and product features. Converted detailed document into a sales-ready deck that kept the focus on customer problems, not a feature list.
CAS
Capabilities videos
Converted the product use cases into one-minute videos highlighting how the product solves persona problems without getting into feature demo-level detail. Scripted and recorded the screen captures independently. Edited the individual capability videos together into a 14-minute narrative arc. Consistently rank among top performing videos.
CAs
Brochure & website
Expanded the use cases into various role-based print and digital assets, include persona workflow fliers, sales conversation guides, and digital experiences in which prospects recognize themselves and their teammates. Planned and created content for the introductory brochure and the product website, focused on persona problems.
OCLC
Regional Alignment
Recognized internal blockers that prevented consistent global positioning, hurting brand perception in other languages. Conducted a listening tour, then created the company's first marketing content repository and creative brief process, bringing regional teams in alignment to global messaging without additional resources.
OCLC
Member stories
Created more than 100 member stories, highlighting the great services libraries were able to provide with the help of OCLC products. Interviewed key buyers and users, crafted narrative testimonial stories, created videos, and built webpages to host the content.
OCLC
Writing Guide
Developed the first organization-wide writing guide, including grammar, voice and tone, and inclusive speech. Cultivated buy-in from other departments. Updated and enhanced guide annually with promotion efforts to engage writers across the organization.
OCLC
Product Quick Guide
Created a quick guide to 24 products and services to help customers understand the range of solutions at a glance, with clear organization and problem-based grouping. Distributed during major conferences and hosted events.
SAIC
Policy Facilitation
Facilitated working groups of local, state, and federal forensic practitioners, law enforcement professionals, lawyers, academic researchers, and scientists. Incorporated diverse ideas, experiences, and opinions into a consolidated and respectful federal policy recommendation with buy-in from all parties.
