MEREDITH KOCH
Digital-driven Integrated Marketing & Communications
Welcome to the portfolio. I partner with founders, executives, and small business teams to turn marketing from chaos and tactic-driven busy work into focused strategy-supported systems. My work centers on clear priorities, integrated execution, and responsible use of resources to support sales, strengthen brand credibility, and earn customer and stakeholder trust.
I help leadership decide what matters most, execute accordingly, and track progress toward actionable goals and sustainable growth. Scroll to learn how I work, explore past client success stories, and see how I can help your organization grow through marketing.
About Me | Philosophy of Work | Case Studies | Testimonials | Contact
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About Me
Across healthcare, education, nonprofit, and small business sectors, my work transforms marketing from “hope-it-works” tactics into a disciplined, execution-driven growth function. I help organizations move from fragmented effort to focused systems that support measurable business outcomes.
My approach is shaped by two disciplines that rarely get discussed together: the arts and healthcare systems. As a classically trained creative and former Shakespeare performer, I learned early that the most expressive, innovative work happens inside structure. Meter, form, and constraint are not limitations; they are what make creativity repeatable, resilient, and memorable. As a healthcare simulation professional, I saw that same truth from a different angle. Medical teams train with systems, checklists, and algorithms not because outcomes are predictable, but because they aren’t. Sustainable systems foster clear thinking, effective communication, and organizational agility.
Education
- Vanderbilt University — Digital Marketing Certificate
- American Marketing Association — Digital Marketing Professional
- Generation USA — Digital Marketing Analyst Program
- University of Memphis — Bachelor’s Degree in Professional Writing
Philosophy of Work
No matter what the scope or complexity of the project, these principles guide my work to ensure the work doesn’t just meet spec — messaging is balanced, measured, and artful.
Clarity Replaces Chaos
Marketing is anchored to core business objectives and operates with clear priorities. Effort is focused on the initiatives most likely to support sales and growth while keeping an eye to the longterm vision.
Systems Drive Strategy Execution
Marketing is only effective when the plan is actionable. Priorities are translated into clear workflows, repeatable systems, and accountable ownership so marketing operates consistently.
Marketing + Sales Synergy
Marketing and sales should work hand-in-hand with conversion in mind. This means creating clear, current materials—one-pagers, messaging frameworks, and campaign support—that connect to buyers needs.
Improvement Is Intentional
Reporting data is revenue-focused to meet business goals. Working in tandem with the numbers allows me to give you actionable insights to streamline current campaigns and launch even bolder inititaves.
I’ve worked in marketing and communications for healthcare, education, nonprofit, and the SMB sector as a consultant for over a decade. A throughline for all of my previous experience has been creating structured systems — think database creation, content management, and PPC campaigns — to allow for deeper creativity for my marketing teams as well as clarity in messaging for our clients and customers. Here’s three campaign examples where creating systems meets creative execution in my work.
The Strategy Blueprint: From Tactics to Strategic Clarity
The Challenge
Small business and SMB clients often engaged Merit Digital Marketing for channel-specific fixes — SEO, social media, or paid advertising — typically in 3–6 month projects. While channel execution improved, results often plateaued because the work was not anchored to broader business goals.
Clients frequently assumed a platform problem (“we need reels” or ads), but the deeper constraint was missing strategy. Without defined objectives, funnel logic, and positioning, even well-built marketing systems went underused. Execution happened, but without a shared decision framework to guide priorities and investment.
The result was repeated tactical activity without strategic alignment or compounding growth.
My Role
Marketing Strategy Consultant (Current Role)
Responsible for improving client outcomes, increasing engagement value, and creating a repeatable strategy framework that could guide both planning and daily execution.
Strategic Approach
Phase 1: Diagnose the Pattern Behind Channel Requests
I analyzed recurring client engagements and identified a consistent gap between tactical asks and strategic needs. Rather than producing another high-level marketing plan, I defined requirements for a more usable strategy tool — one that connected big-picture goals directly to day-to-day action.
Phase 2: Design a Strategy System for Daily Use
I created a hybrid working playbook that combined full-funnel strategy with execution guidance for lean teams:
Built the Strategy Blueprint, a 10-page execution-ready planning document that translates business goals into campaign priorities and channel sequencing.
Structured the Blueprint to include positioning clarity, audience definition, funnel strategy, campaign timing, and tactical creative prompts.
Designed the document to function as both strategic framework and operating manual — something owners and small teams could reference daily, not just quarterly.
Anchored retainer and project work to Blueprint strategy to align scope, priorities, and measurement.
Business Impact
- Adopted by 2 active businesses as a working strategy and planning system
- Increased average client LTV by ~20% through strategy-led upsell and retention
- Improved retainer effectiveness through clearer priorities and scope alignment
- Streamlined internal delivery by grounding engagements in shared strategy
- Expanded service adoption through clearer funnel visibility
Lessons Learned
- Strategy only drives results when it is usable at the point of execution
- Small teams need operational playbooks, not abstract plans
- Shared strategic frameworks increase adoption, retention, and revenue
- Structure enables faster and more confident creative execution
Marketing Operations: Stabilizing and Scaling Email-Driven Revenue
The Challenge
The organization had a strong revenue foundation: a sizable database of past customers who routinely purchased high-ticket continuing education seminars ($2K–$5K per certification) and regularly referred colleagues.
Despite this, revenue generation relied almost entirely on manual execution. Course promotions were built ad hoc—lists sorted by hand, emails written and sent manually, and timing driven by availability rather than customer behavior. Meanwhile, customer service surfaced repeat questions and objections.
The result was a fragmented funnel: reactive marketing, unnecessary sales burden on customer service, and limited confidence in scalability.
My Role
Interim Marketing Manager (6 months)
Charged with stabilizing revenue and designing a repeatable marketing system that reduced friction across teams.
Strategic Approach
Phase 1: Diagnose Before Automating (First 30 Days)
I began by mapping the human workflow behind marketing execution—how lists were built, decisions made, objections surfaced, and handoffs failed. This ensured future automation would reinforce effective processes rather than scale inefficiencies.
Phase 2: Stabilize and Systematize With the core process stabilized, I shifted to system design:
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Built and wrote a 3–5 touch lifecycle email campaign for past customers, segmented by certification history and designed to promote complementary courses or peer referrals with incentive-based discounts.
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Established a rapid feedback loop with customer service, refining messaging once consistent patterns emerged.
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Converted a static database into a functional CRM using tagged Google Sheets—improving segmentation, eliminating duplicates and dead addresses, and creating searchable intelligence for future campaigns.
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CfPA Sales Email 1/2
CFPA Email 2/2
Business Impact
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$40K in revenue generated within 60 days
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Stabilized, repeatable email marketing operations
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Reduced dependency on manual sales support
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Increased leadership confidence in marketing as a scalable growth function
Lessons Learned
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Diagnose before automating
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Stability enables scale
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Marketing systems perform best when aligned cross-functionally
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Creating a structure encourages creativity and collaboration across the organization
Business Impact
- 20% increase in social media engagement
- 500% increase in user-generated content during the campaign
- Multiple sold-out performances
- Over 100 “Flat Edward” submissions displayed in the theater
- Increased on-site interaction and time spent in the lobby
- Stronger connection with a new family audience segment
Lessons Learned
- Engagement works best when audiences are invited to participate, not just observe
- Simple, specific calls to action outperform broad promotion
- Online interaction gains power when it connects to real-world experience
- Clear strategy empowers small teams to deliver innovation; structure and creativity are strongest when paired together
Integrated Marketing: Driving Revenue Through Interactive Engagement
The Challenge
Tennessee Shakespeare Company’s Edward Tulane production required a different marketing approach. It was the first production aimed directly at children and families rather than the company’s traditional adult audience. We needed to connect with a specific new audience using our existing lean marketing systems.
To succeed, we needed to reach parents, educators, and kids, encourage organic sharing, and turn online interaction into sold seats. The challenge was clear: build an integrated strategy that could transform limited resources into measurable attendance.
My Role
Digital Marketing Manager
Owned end-to-end digital strategy and execution for the production, including website CMS, social media, email marketing, digital advertising, and intern coordination.
For this campaign, I led audience strategy, shaped the creative concept, managed four design interns, and directed all promotional activity to ensure engagement translated into ticket sales.
Strategic Approach
Phase 1: Define the Real Opportunity
I reframed the goal from promoting a show to creating a participatory family experience, one that invited children to engage creatively and encouraged parents to interact and share.
Phase 2: Build an Audience-First Plan
The team ad I developed “Flat Edward,” an interactive campaign inspired by The Flat Stanley Project. Families could color and share their artwork online for a chance to win tickets, directly linking digital engagement to attendance.
Phase 3: Execute & Optimize
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Launched a landing page to host contest details.
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Activated email and local social channels to drive participation
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Led interns in creating assets and managing submissions
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Added coloring station and display wall to theatre lobby for community engagement
The campaign intentionally connected online interaction to in-person experience, turning participation into ticket sales.
Testimonials
Professional, prompt delivery. Immediately understood my business’s concept & my original marketing vision, then improved upon it. Exactly what I needed, and then some. Will continue to work with her team on current and future projects- highly, highly recommended.
Premier service! Very professional, easy to work with & understands the needs of the client in building a professional songwriting website.
I’d love to talk about your specific marketing needs. If you have any questions about my portfolio or if you’d like to schedule a call with me, fill out the form below and I’ll respond as soon as possible. You can also connect with me on Linkedin here.