{"id":18,"date":"2026-10-07T19:45:42","date_gmt":"2026-10-07T19:45:42","guid":{"rendered":"https:\/\/portfolio.janettefernandez.com\/?page_id=18"},"modified":"2026-10-08T20:49:13","modified_gmt":"2026-10-08T20:49:13","slug":"portfolio","status":"publish","type":"page","link":"https:\/\/portfolio.janettefernandez.com\/","title":{"rendered":"Portfolio"},"content":{"rendered":"\t\t
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\n \t\t\t\n\tAbout\n<\/a>\n\t\t\t\t\t\n\tWork\n<\/a>\n\t\t\t\t\t<\/path><\/path><\/g><\/svg><\/a>\n\t\t\t\t\t\n\tContact me\n<\/a>\n\t\t\n<\/div>\n\n<\/div>\n
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Janette Fernandez<\/h2>\n\t\t\t\t\t

Marketing & Brand Strategist<\/strong>
Insights That Shape Strategy. <\/strong>
Marketing That Moves People.<\/strong><\/p>\n\t\t

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I build brand, growth, and communications strategies that turn audience insight into trust, engagement, and measurable action.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n

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Hola, I'm Janette. I\u2019m a curious, creative problem solver with 20-plus years of experience building brands, shaping marketing strategy, and creating campaigns that move people to action.<\/p>\n\t\t\t\t\t

I thrive in complex environments where I can connect insights, audiences, and ideas, then turn them into clear strategies and scalable systems.<\/p>\n\t\t\t\t\t

My experience spans B2B, B2C, member marketing, digital growth, communications, partnerships, and live experiences. I lead across teams and organizational levels, bringing together creative thinking, data, and execution to deliver meaningful work.<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n

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LEE<\/h2>\n\t\t\t\t\t

LEE serves a network of more than 80,000 members and 30-plus partners<\/strong>, with audiences spanning emerging leaders ages 18 to 22, mid-career professionals, senior leaders, and government officeholders.
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My role was to build the strategy for how LEE reached, engaged, and moved those audiences through the member journey.<\/p>\n\t\t\t\t

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The Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

LEE offered a wide range of programs, resources, career opportunities, and leadership pathways. The opportunity was to create a more connected experience across audiences and channels so members could more easily understand what was relevant to them, when to engage, and what action to take next.<\/p>\n\t\t\t\t

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The Strategy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

I designed the multichannel engagement strategy across email, social, member portal, podcast, and emerging platforms, connecting audience segmentation, lifecycle stages, messaging, creative direction, and channel sequencing into a more cohesive member experience.<\/p>\n\t\t\t\t\t

I also established measurement and optimization practices that allowed the team to use behavioral signals, conversion data, and A\/B testing to identify drop off, refine messaging, and continuously improve campaign performance.<\/p>\n\t\t\t\t

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Signature Initiative<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

LEE Member Job Board<\/strong>
I architected the go to market strategy for LEE\u2019s member exclusive Job Board, partnering across a matrixed organization to develop audience segmentation, messaging, and multichannel campaigns connecting members with more than 2,000 job opportunities<\/strong> and career coaching resources.<\/p>\n\t\t\t\t\t

The campaign brought together product, program, coaching, marketing, and partner priorities around one member journey.<\/p>\n\t\t\t\t

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Growth and Conversion<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

I expanded LEE\u2019s acquisition and conversion strategy by incorporating tools such as ManyChat automation and LinkedIn Lead Gen Forms<\/strong>, while optimizing email, social, portal, and content channels to move audiences from passive engagement toward measurable action.<\/p>\n\t\t\t\t

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Impact<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

\u2022 Exceeded primary campaign targets by 40%<\/strong>
\u2022 Generated more than 3.4M impressions<\/strong>
\u2022 Expanded total audience reach beyond 100K<\/strong>
\u2022 Achieved more than 100% net follower growth<\/strong> across active social channels
\u2022 Built engagement strategy supporting 80,000 members and 30 plus partners<\/strong>
\u2022 Launched member marketing for a career platform featuring 2,000 plus opportunities<\/strong>
\u2022 Introduced lifecycle testing and optimization using A\/B testing, behavioral data, and conversion insights<\/strong><\/p>\n\t\t\t\t

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My Role<\/h3>\t\t\t\t<\/div>\n\t\t\t\t\t

Member Marketing Strategy, Audience Segmentation, Lifecycle Marketing, Go to Market Strategy, Messaging Strategy, Creative Direction, Multichannel Campaigns, Conversion Strategy, Marketing Analytics, A\/B Testing, Cross Functional Leadership<\/p>\n\t\t\n<\/div>\n\n<\/div>\n\n<\/div>\n

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