Thought Leadership: Insightful Expertise for Actual Pain Points

I developed the following thought leadership campaigns to position Sterling as trusted advisors to their clients. These projects demonstrate my ability to create engaging, data-driven multichannel initiatives that build trust and generate leads.

Hiring Reimagined for Industrials and Retail

While department leads created the foundational Hiring Reimagined asset, I specialized in developing customized, cohesive campaigns for the Industrials and Retail sectors, maintaining brand unity across their diverse needs.

This Hiring Reimagined derivative report offers focused insights and analysis specifically related to the Industrials industry.
This Hiring Reimagined derivative report offers focused insights and analysis specifically related to the Industrials industry.
Sample spreads from Industrials Hiring Reimagined derivative
Sample spreads from Industrials Hiring Reimagined derivative
The initial carousel aimed to raise report awareness. Its CTA slide directed viewers to a gated landing page for asset download via info submission.
The initial carousel aimed to raise report awareness. Its CTA slide directed viewers to a gated landing page for asset download via info submission.
This subsequent carousel built upon the first, providing a fresh viewpoint and complementary information.
This subsequent carousel built upon the first, providing a fresh viewpoint and complementary information.
Hiring Reimagined derivative report with a focus on the Retail industry
Hiring Reimagined derivative report with a focus on the Retail industry
Sample spreads from the Hiring Reimagined derivative for the Retail industry
Sample spreads from the Hiring Reimagined derivative for the Retail industry
The Retail derivative highlighted unique challenges for all business sizes, with a warmer, friendlier tone than its Industrials counterpart.
The Retail derivative highlighted unique challenges for all business sizes, with a warmer, friendlier tone than its Industrials counterpart.
This information was in such high demand that we promoted it within the report and also as a standalone asset.
This information was in such high demand that we promoted it within the report and also as a standalone asset.
The initial awareness-phase carousel directed viewers to a gated landing page, requiring information submission for asset download.
The initial awareness-phase carousel directed viewers to a gated landing page, requiring information submission for asset download.
Overview of collected assets for Retail derivative
Overview of collected assets for Retail derivative
Samples for Industrials and Retail campaigns, side by side
Samples for Industrials and Retail campaigns, side by side
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
While I wasn’t involved in developing the Gig derivative report, I designed a carousel to promote it, ensuring it aligned with the overarching campaign.
While I wasn’t involved in developing the Gig derivative report, I designed a carousel to promote it, ensuring it aligned with the overarching campaign.

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop

Content: Angelina Derajtys and Randi Siegel

Creative Direction: Deborah Knapp, Jamie Serino, Angela Stelle

HCLS Benchmark Reports

Since Healthcare and Life Sciences (HCLS) was one of Sterling’s largest industries, I developed annual campaigns that addressed the specific challenges of its four Centers of Excellence (COEs).

Healthcare & Life Sciences report for 2023
Healthcare & Life Sciences report for 2023
To meet the unique requirements of each healthcare center of excellence, my team segmented our trend and data analysis by acute care, post-acute care, life sciences, and healthcare staffing.
To meet the unique requirements of each healthcare center of excellence, my team segmented our trend and data analysis by acute care, post-acute care, life sciences, and healthcare staffing.
Sample spreads from HCLS 2023 Benchmark report
Sample spreads from HCLS 2023 Benchmark report
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
TL-HCLS-2023_Carousel2_052725
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Healthcare & Life Sciences report for 2022
Healthcare & Life Sciences report for 2022
Spreads from HCLS 2022 Benchmark report
Spreads from HCLS 2022 Benchmark report
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero
Samples from 2022 and 2023 HCLS Benchmark campaigns
Samples from 2022 and 2023 HCLS Benchmark campaigns

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Angelina Derajtys

Creative Oversight: Deborah Knapp, Jamie Serino, Angela Stelle

E-Books for the Gig Industry and I-9 Employment Eligibility Authorization

From intricate government forms to the broad scope of the gig economy, these ebooks showcase my skill in making complex information digestible and dynamic.

The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
These are examples of standalone paid digital advertisements developed specifically to promote the launch of the e-book.
These are examples of standalone paid digital advertisements developed specifically to promote the launch of the e-book.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
These mockups illustrate a cohesive design strategy for a planned three-part ebook series. (Marketing reprioritization halted the completion of that work.)
These mockups illustrate a cohesive design strategy for a planned three-part ebook series. (Marketing reprioritization halted the completion of that work.)
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
Overview: I-9 Ebook layouts for clear and engaging complex data
Overview: I-9 Ebook layouts for clear and engaging complex data
The year after the first ebook, I updated a slide with new legal information, visually connecting it to the original using a related image.
The year after the first ebook, I updated a slide with new legal information, visually connecting it to the original using a related image.

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop, Visme

Content: Alanna Diffendal, Cindy Clinton, Tanya Bryson

Creative Direction: Deborah Knapp, Jamie Serino, Angela Stelle

Benchmark Campaigns for Technology and Business Services (TBSG)

I directed the visual strategy and mentored my team members  to produce a multi-industry benchmarking campaign for the Financial Business Services, Technology, and Staffing industries.

I designed the FinBiz Benchmarking report to align with Sterling’s brand while being unique and adaptable for other industries.
I designed the FinBiz Benchmarking report to align with Sterling’s brand while being unique and adaptable for other industries.
Sample spreads from the FinBiz benchmark report, highlighting comparative data within the financial sector
Sample spreads from the FinBiz benchmark report, highlighting comparative data within the financial sector
I designed an adaptable slide template for multi-industry use, enabling clear data presentation despite undefined content.
I designed an adaptable slide template for multi-industry use, enabling clear data presentation despite undefined content.
Another example of my strategic design of customizable slides, ensuring clear data communication regardless of variable content
Another example of my strategic design of customizable slides, ensuring clear data communication regardless of variable content
My goal was to design a flexible table that not only presented diverse data but also offered a seamless, pleasant skimming experience.
My goal was to design a flexible table that not only presented diverse data but also offered a seamless, pleasant skimming experience.
Facing resource constraints, I mentored a junior designer Reilly on her first thought leadership piece; the data-rich adaptation for the Tech trends report.
Facing resource constraints, I mentored a junior designer Reilly on her first thought leadership piece; the data-rich adaptation for the Tech trends report.
I guided Reilly to adapt layouts for Tech content. She did a great job finding cohesive, vertical-appropriate photos.
I guided Reilly to adapt layouts for Tech content. She did a great job finding cohesive, vertical-appropriate photos.
I helped Reilly adapt the FinBiz template for Tech, modifying the layout to include a client testimonial.
I helped Reilly adapt the FinBiz template for Tech, modifying the layout to include a client testimonial.
Reilly and I worked together to leverage existing carousel designs to create social promotion for the Tech report.
Reilly and I worked together to leverage existing carousel designs to create social promotion for the Tech report.
Sample thought leadership assets across FinBiz, Tech, and Staffing. (While I did not work on the report itself, I animated a promo.)
Sample thought leadership assets across FinBiz, Tech, and Staffing. (While I did not work on the report itself, I animated a promo.)

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Graphic Design: Reilly Marzen

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Randi Siegel

Creative Direction: Deborah Knapp