Previously known as "Level UP" to Cybersecurity Academy

I  collabrated with the Senior Global Training Program Manager Jessica Thompson on the communication strategy for Proofpoint’s technical training platform rebrand from "Level Up" to "Cybersecurity Academy" that launched on June 28th, 2024. This involved writing clear messaging for 100k+ existing users consisting of Proofpoint customers, partners, and internal teams, detailing the new platform URL, registration instructions, branding changes, and the launch of our new certification offerings.

Using Adobe Learning Manager (ALM/LMS), I sent targeted email reminders to different user groups, ensuring smooth communication. Each email, sent from the training@proofpoint.com inbox, maintained brand voice and imagery to ensure a seamless transition for all users.

Key Contributions:

• Copywriting & Content Development:
  Authored copy for several key sections of the Cybersecurity Academy web pages, including:

  • Overview of technical training platforms

  • Instructor-led live training options

  • Web-based training offerings

  • Certification tracks: Proofpoint Certified Guardian: Proofpoint Information Protection Analyst, and Proofpoint People Protect Analyst certification exams

  • Details on the upcoming Proofpoint Protect 2024 event

• Consolidation of Web Pages:
  Condensed numerous webpages into a single, user-friendly format that provided easy access to all relevant training and certification information.

• User Experience Enhancements:

  • Pitched and implemented the idea to include a CTA button for direct login to the training platform from the Proofpoint homepage, improving user accessibility.

  • Suggested layout optimizations for easier navigation and clearer presentation of training and certification offerings.

• Collaboration with Web Design Team:
  Worked closely with design and development teams to ensure the new layout was both visually appealing and functional, aligning with Proofpoint’s branding and user experience goals.

• Technical Training Overview:
  Provided detailed descriptions and navigation for:

  • Instructor-led and web-based training programs

  • Certifications such as Proofpoint Certified Guardian, Information Protection Analyst, and People Protect Analyst

  • Access to certification exams and study materials

Project Overview:

• Collaborated with D2C Español, Market Research, Marketing, UX, Analytics, and Consumer Insights teams to explore user demand and implement multi-language app support.

• Delivered a presentation deck outlining research, actionable insights, and recommendations (omitted confidential data).

• Demonstrated how introducing Spanish language support aligned with Ibotta’s growth strategies and improved user satisfaction.

Research and Cross-Functional Collaboration

Throughout the project, I worked closely with various departments to drive the initiative:

• D2C Español Team: Provided critical support for language implementation research and user feedback collection.

• Market Research Team: Assessed demand for multi-language support among existing and potential users.

• Consumer Insights: Identified key insights into Hispanic users' behavior, needs, and app usage patterns.

By leveraging the expertise of these teams, we were able to create a holistic approach that aligned Ibotta's business goals with its growing user base.

Advertising & Visibility

I conducted targeted research to help the D2C Español Team select relevant advertising platforms to increase visibility among Spanish-speaking users:

• Podcast Advertising: Researched high-impact podcasts where Ibotta could advertise. The podcasts I recommended were ultimately chosen for the company’s advertising campaigns, helping to increase Ibotta’s targeted advertising towards this market segment.

Project-Related Case Study

I developed a case study analyzing Hispanic influencers on platforms like YouTube and TikTok to identify engagement opportunities. The case study focused on a particular TikTok creator whose content generated significant traction:

• The creator’s TikTok video titled “How you can save with Ibotta” garnered 3,000 organic referrals from a Spanish-speaking audience, demonstrating the untapped potential for influencer partnerships in this market.

Results & Impact:

• • Increased visibility for Ibotta through strategic podcast advertising.

  • Generated 3,000 organic referrals through influencer partnerships.

  • Provided actionable insights that laid the foundation for Ibotta’s multi-language support implementation.

  •  The research conducted during my internship played a key role in Ibotta's strategic decision to focus more on the Hispanic market. As a direct result of these efforts, Ibotta launched two significant Spanish-language marketing initiatives, including a commercial that aired on January 1, 2024 ('Seguro que lloverá'), and a second on April 18, 2024 ('Muestra gratis'). 

These campaigns demonstrated Ibotta's commitment to engaging with Spanish-speaking users and expanding its reach in this growing market.

Project Reflection:

• This project taught me the value of cross-functional collaboration and how targeted research can drive real business outcomes. By presenting a compelling case for Spanish language support, I was able to make meaningful contributions to Ibotta’s user experience and future growth strategies.