Key Marketing Projects & Solutions
The UTA Differentiator:
Multi-Channel Campaign
UTA is a workforce management platform that many mid-size companies have been using for years. Think employee scheduling, time tracking, payroll compliance. It was solid software, but it was nearing the end of its life, meaning every company still running it needed to move to something new. That created a window, and we were uniquely positioned to help.
Why us? Our CEO wrote the original code for UTA. Not many people can say that, and it matters when a company is trusting you to move their entire workforce management system without breaking anything.
I built the campaign around that story. The theme I came up with was "Sunsets aren't the end, they are the start of something new," which felt right for an audience that was nervous about a big change. This wasn't a single-channel campaign; it hit every tool in our marketing playbook. Social media with custom video and graphics, blog posts, case studies, targeted email campaigns, a live webinar with full promotional support, and event marketing where I handled everything from booth creative and pre-show promotion to swag selection.
As part of the campaign, we launched the UTA Upgrade Assurance Program, a service offering designed for companies navigating the UTA upgrade process who need expert guidance to do it right. I named the program and led the full go-to-market effort, including the promotional campaign, webinar development, and all supporting messaging and materials.
On the sales side, I worked closely with the team to create one-pagers and pitch decks so they had the right materials to back up the story we were telling.
The goal was never just leads; it was ownership of a category. By the time the campaign ran its course, Covalence had become the recognized go-to partner for UTA migrations, both among competitors and within the UKG partner ecosystem itself. That positioning was the result of a clear differentiator, a consistent story told across every channel, and marketing that made sure the right people heard it.
Every channel told the same story: when it comes to UTA, nobody knows it better
Brand Building:
One Success Story at a Time
What started as a partner communication tool became one of the most versatile assets in the marketing toolkit.
Covalence implements workforce management software for mid-to-large businesses. These are complex projects, and when they go well, the results for the client are real and measurable. The challenge was making sure the right people knew about it.
UKG is one of the largest HR technology companies in the world and one of our most important business relationships. The stronger the relationship, the more doors it opens for new business. So consistently showing UKG the quality of work being done on the ground wasn't just a nice-to-have; it was a business priority.
I built a structured case study program to do exactly that. After each project went live, I produced a detailed one-pager documenting the client's challenge, what we delivered, and the measurable impact on their business. Over time, that library grew into a compelling body of work that gave UKG a clear and consistent picture of what we were capable of.
The case studies proved useful for more than just the partner relationship. The sales team started pulling them directly into proposals and pitches. Reviewing completed projects regularly also gave us a clearer picture of where the company performed best, which shaped our messaging and sharpened our market positioning.
For the right projects, the one-pagers went further. Some evolved into full customer-facing case studies for broader marketing use. Others became opportunities to invite satisfied clients to share their experiences on third-party review platforms, generating authentic five-star reviews that could be used across marketing materials.
What started as a partner communication tool became one of the most useful pieces in the marketing toolkit.
Webinars as a Core Marketing Channel
HR leaders are busy. They're skeptical of sales pitches, and they're always looking for ways to stay sharp in an industry that moves fast. Webinars work for this audience in a way that a cold email or an ad never can because they offer something genuinely useful: real education from people who actually know what they're talking about.
I built the webinar program from scratch, starting with choosing the right platform. Demio was selected for its clean attendee experience, ease of use, and built-in features that made promotion, tracking, and post-event follow-up straightforward rather than a headache. From there, I established a repeatable process that could support a growing calendar of sessions covering everything from lead generation and customer education to partner communications and brand awareness.
Every session was managed end-to-end. That meant developing the content and theme, coordinating co-hosts, planning the run of show, and running the production on the day. Co-hosting with UKG, one of the most recognized names in HR technology, added instant credibility and put the brand in front of audiences that wouldn't have found us otherwise.
Each webinar was backed by a full promotional push, targeted email campaigns to drive registrations, and social media content to extend the reach.
The result is a program that does multiple things at once. It generates leads, educates customers, and builds the brand every time it runs.
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HR leaders want to learn from experts, not be sold to, and a well-run webinar lets you be exactly that.
