Citrix is How.

Summary:  When a B2B legacy brand aims to break out of the IT mold and renew its positioning, you need Brand Marketing Strategy that can authentically propel it forward.  In 2018 Citrix began its journey of transitioning its portfolio from a siloed product company into a solutions company under the umbrella of a new market category:  Digital Workspaces.  By combining digital workspaces, networking and analytics, Citrix gives customers the power to enable a better way to work - engaging employees and defining the workspaces of the future. With the challenge of being a first-to-market solution within quickly encroaching competitive landscape, Citrix is How brand campaign was inspired by the increasing war for talent and the need for organizations to prioritize employee experience and enable with technology they need to thrive.  The campaign was rooted in building a reputation bridge for Citrix from its niche Digital Workspace category, to the market landscape of Digital Workplace and the cultural opportunity of Employee Experience.

Role: Brand Marketing & Media Strategy Lead

Results:  Generated 31.4% Digital Workspace SOV (+209% increase from Baseline) exceeding 24% SOV Target