Hianna Sabo
CONTENT DEVELOPMENT + PRODUCT MARKETING
CONTENT DEVELOPMENT + PRODUCT MARKETING
Marketing is hard. Positioning gets muddled, content falls flat, and expensive mar-tech gathers dust. I've spent the last seven years cutting through the noise in the utilities and energy space, mastering messaging, turning content into engagement, and ensuring costly tools earn their keep. I combine content development, product marketing, and my diverse education to turn headaches into wins.
🟨 Redefined and executed positioning and messaging strategy for SBS, an enterprise software design company with ~720M TAM.
🟨 Owned and led digital content development for EiQ, an ed-tech platform with over 3,000 users across 5 client portals.
🟨 Launched a customer engagement program, an online bill payment app, and a new broadband service as part of Choptank Electric Cooperative.
🟨 Over a decade of customer support experience as part of Easton Utilities.
🟨 A "consider it done" attitude.
🟨 Document everything. I keep a paper trail to speed up responses, improve processes, and transfer knowledge to my team.
🟨 I start every project by asking if it can be more efficient, innovative, or made for less without sacrificing quality.
🟨 Knowledge is out there. Every day is an opportunity to learn ways to be more efficient, innovative, or cost-conscious.
Launched a collection of landing pages featuring SBS's software products, with automated lead capture and email drip campaign. Leveraged underutilized Salesforce Marketing Cloud (SFMC) Investment, resulting in 20% lead qualification time savings.
My role: Gather and revamp product messaging, create wireframes and implement the site in SFMC, automate lead capture to Salesforce, execute an email drip campaign, and conduct user trials and training.
Sample deliverables:
Launched a custom SharePoint brand hub with an automated ticketing system, unifying marketing and sales materials, leading to a navigation time reduction of 40% (vs. accessing disparate sources).
My role: Evaluate SharePoint capabilities, implement custom plugins and Power Automate workflows, direct branding assets, consolidate all company marketing and sales enablement materials, create missing materials, and conduct user trials and leadership walkthrough sessions.
(Internal/confidential deliverable)
Managed and drove content production for a B2B e-learning and engagement platform targeting professionals in the utility and energy efficiency space. Collaborated with client and internal teams to produce over a dozen modules and maintain an 80% course completion rate across 3000 users, generating $150,000 in annual revenue.
My role: Develop unique value proposition (24-7, CEU-accredited online courses for lighting, electrical, and energy efficiency professionals), fulfill content production requests, act as the platform's lead evangelist, inform proposals, and develop vertical offerings to leverage the platform's capabilities, including bespoke client portals and performance reports.
Sample deliverables:
Launched an interactive campaign portal to educate customers about electric usage and high utility bills for a major utility client in the Pacific Midwest (6-figure contract). Achieved 200-300% visitor participation (when compared to static campaign pages).
My role: Evaluate technology stack and implementation, wireframe, incorporate user and client feedback, stage a WordPress site, implement custom code, produce interactive and graphic assets, coordinate with creative/copy, and report.
Sample deliverables:
Developed e-learning modules as a sales enablement tool for the business development team to showcase training production capabilities and enhance client proposals.
My role: Develop e-learning modules in various formats (full-length course with Articulate Storyline, microcourse with Rise 360, video and collateral). Research user workflows, create storyboards, design slides, and other collateral using Articulate Storyline, Adobe Creative Cloud, and AI voiceover. Conducted internal user reviews. Uploaded the final deliverables to the demo LMS branch.
Sample deliverables:
Relaunched an improved online bill payment app and executed an omnichannel strategy to increase adoption by highlighting its no-cost, intuitive interface with targeted digital, print, broadcast, event, and social media content, leading to a 20% increase in subscriptions within 3 months. Increased app adoption led to the elimination of 2 kiosks and one staffed payment location 4 months post-launch.
My role: Coordinated with the platform's implementation team to deploy the tool and develop branding, positioning, and messaging; executed launch and post-launch content strategies; monitored analytics and reported performance to stakeholders; continued to scale subscriptions by 10% annually with targeted content.
Sample deliverables:
Executed go-to-market campaign for Choptank Fiber, Choptank Electric's broadband subsidiary. Orchestrated a social media campaign to gauge interest, averaging +1500 impressions per post; promoted the venture at regional and local events (50-200 attendees) events, and established digital presence, including website and social media content.
My role: (Pre-launch) Execute a social media campaign to gauge interest, promote key stakeholders on social media and industry publications, own the Crowdfiber platform to capture and monitor market engagement, and produce collateral for regional "town halls" and webinars. (Post-launch) Establish branding and messaging, create social media profiles and related assets, and develop the main website.
Sample deliverables:
@Evergreen Energy Partners
Developed an interactive educational feature to increase visits and interactions for a landing page in partnership with one of the largest utilities in the Pacific Northwest.
@Evergreen Energy Partners
Conceptualized and launched a program resource center promoting over $150,000 in incentives and targeting over 300 contractors who install energy-efficient heat pump water heaters.
@Choptank Electric
Launched a new customer benefits program (Co-op Connections) and grew the app user base by nearly 750% (59 to 530 subscribers) in two years using video, social, and more.
@SBS
Partnered with company subject matter experts and senior executives to deliver thought leadership blogs to attract, educate, and convert prospects in the utility, telecom, renewable, and infrastructure design industries.
@Choptank Electric Cooperative
Ghostwrote over 40 articles on a variety of topics, including safety, community events, engineering projects, and employee profiles, as part of a print publication reaching over 40,000 members across the Northeast monthly.
Multiple
Created and sourced compelling motion graphics, corporate profiles, and footage-based videos to support a variety of marketing initiatives, including awareness, engagement, and adoption of features, products, and services.
🟨Ethan Borup, Creative Lead@SBS
🟨Michelle Budrow, Senior Marketing Manager @Evergreen Energy Partners
🟨Scott Casey, VP of Telecom @SBS