The $13M Portfolio Expansion
New York, NY | McGraw Hill Education | Lead Product Marketing Manager | 2023-Present
Breaking out of a 7-state bubble
Challenge
Revenue heavily concentrated in just 7 states
Cannibalization of products in portfolio
Low internal product awareness, knowledge, and excitement
Limited previous marketing support or strategic positioning
Strategy
Drive new sales across the portfolio
Create a clear brand narrative and audience fit for math intervention
Enable the sales teams to expand into under penetrated markets
Build a scalable campaign framework to expand to other products in portfolio
Key Results
Achieved $10M+ in Math Intervention portfolio revenue, up 25% YoY
Ranked #2 in sales performance across the full I&S portfolio
Repositioned Number Worlds and launched new microsite with free resources to drive web traffic
Coined Number Worlds defining tagline: "To Math Proficiency and Beyond”
The Rollout
Portfolio Positioning: Defined portfolio and product wide positioning to stop product cannibalization
State-Specific Marketing Frameworks: Created scaleable, state-specific campaigns adaptable for both high- and low-performing regions with marketing materials (success stories, flyers, ads) for key states
Digital-First Push: Launched a new microsite supported by email, content, and targeted sales outreach
Asset Refresh: Developed new creative kits and messaging to modernize the brand
Gamifying Sales Enablement: Drove sales team participation with “I&S Bingo” to gamify training and sparking conversations with customers; Introduced internal campaign #WinWithNumberWorlds
Mary Quote
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Katie Quote
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