The situation

I joined Handshake early, as the third person on marketing, and owned the enterprise content function from scratch. There was no blog, no thought-leadership program, and no repeatable content-driven pipeline. Over roughly three years I built all three.

The work

The through-line of my time at Handshake was building durable programs that compound, rather than one-off campaigns that spike and fade. Three stand out.

I launched the company blog and grew it from zero to more than 30,000 unique monthly readers, ranking consistently for strategic terms like “virtual internships,” “early talent recruiting,” and “Gen Z trends.”

I stood up Handshake Network Trends, the company’s thought-leadership program, and moved the cadence from annual to quarterly reports, which expanded enterprise engagement and gave sales a recurring reason to reach out.

I launched the Early Talent Awards, an annual awards program that became the company’s largest enterprise pipeline-driving campaign and an annual moment the whole go-to-market motion could organize around.

Each was designed as a system that builds over time, so the work kept paying off long after any single asset shipped.

Durable programs that compound, not campaigns that spike and fade.
0 → 30,000 unique monthly readers.

02 · Network Trends · flagship research

A title that answers
the question

August 2022 edition

Handshake Network Trends · Aug 2022
Cover art & brand are Handshake’s
Report produced with Comarketer.ai
The finding, stated

The Network Trends report cover, The class of 2023 forges ahead

03 · Network Trends · two editions

Fixed masthead, variable art

Two editions, one recognisable system

Network Trends cover, The class of 2023 forges aheadNetwork Trends cover, The changing map of Gen Z jobseekers
Before · annual2020 Campus to Career report
After · quarterlyNetwork Trends
Handshake Network Trends · Cover art & brand are Handshake’s · Series produced with Comarketer.ai · Four reasons a year for sales to reach out, not one.

Alongside the three programs

Full scope

The three programs above carry the argument. Everything below ran alongside them, catalogued.

3
workstreams

01Go-to-market

3 workstreams · none public

Platform launch marketingProduct marketing

Product marketing for major platform launches.

Sales enablementEnablement

Messaging frameworks, battlecards, demo scripts and follow-up sequences.

Partner thought leadershipPartnerships

Cross-functional collaborations with enterprise partners.

The bottom line

These are the clearest evidence in the portfolio that I build things that last and scale, not just things that ship. The blog, the thought-leadership program, and the awards were all still running and still driving pipeline well after each launched.