Vimeo Review Campaign

Approach

I oversaw the creative operations and campaign execution for the launch, leading budget management, vendor coordination, and production across all deliverables, including organic and paid social, email, web, video production and content.

  • Partnered with executive marketing leadership to evaluate campaign goals, reallocate funds, and collaborate with Finance to adjust quarterly budgets.

  • Led vendor selection and negotiation, aligning campaign strategy with OOH placements, securing optimal rates, and managing end-to-end vendor relationships.

  • Worked closely with Product, in-house creative and production teams to build the campaign workback plan, track progress, and align stakeholders throughout concept, review, and launch.

Context

Vimeo’s product team was launching a new version of its Review tool and needed a bold, visually distinct campaign to drive awareness and revenue targets.

Goal

  • Elevate the brand through a full 360° creative rollout, including one of Vimeo’s first-ever OOH placements.

Role

  • Campaign Execution across Marketing and Product

  • Creative Operations Lead

  • Budget Management

  • Vendor Negotiation

Outcome / Impact

The 360 GTM campaign successfully launched in November 2025 on time and on budget.

  • Launched Penn Station OOH campaign, generating industry attention from outlets like Adweek and Design Rush.

  • Achieved a 45% increase in Monthly Active Users (MAU) for the Review tool post-launch.

  • Contributed to a $436K self-serve FTS uplift in Q4, surpassing product marketing goals.

  • SS revenue: +3.5% lift in 7-day average FTS bookings

  • New Trial Start Rate: +12% in 7-day new trial state rate

  • Engaged Review user rate: +62% in 7-day engaged rate