IvyTek Finance
Grew a dormant LinkedIn page to a 5.2% average engagement rate — roughly 2.5x the typical company page — across 99 posts over 8 months. Content strategy, video, and discovery-to-RFP client work for a Salesforce-native lending platform.
Featured Post
One of the page's top-performing posts (498 impressions, 32 clicks, 9% engagement) — spotlighting IvyTek's owner in the context of women's underrepresentation in fintech leadership. This is the kind of post that moves beyond product features into values the audience actually cares about, which is why it outperformed most of the straight product content on the page.
Role: Content Strategist & Marketing Lead (Oct 2025 – June 2026)
The Work
Ran LinkedIn content strategy end-to-end for IvyTek Finance — a Salesforce-native loan management platform serving CDFIs and mission-driven lenders — from a dormant page to consistent, above-benchmark engagement. Wrote and produced organic posts, video content, and campaign material aimed at a niche, mission-driven B2B audience that most fintech marketing doesn't know how to talk to.
The numbers
Before this work began, the page had essentially no activity — 111 impressions across 16 days, 0% engagement. Over 99 posts and 8 months, the page generated 14,695 impressions and a 5.2% average engagement rate — well above typical LinkedIn organic benchmarks. In the months since, with the page unmanaged, engagement dropped to 1.15% — less than a quarter of what it was under active strategy.
Additional Responsibilites
Client-facing work beyond content — discovery calls, whitepapers, RFP responses, and a 25-second demo-booking video built in Descript, translating IvyTek's Technology Wheel into a fast, trust-building pitch for CDFI prospects.
Product Wheel to
Car Wheel
A 23-second brand video applying the same core metaphor — the IvyTek Loan Management Wheel morphing into a real-world wheel — to a second, distinct product use case: auto lending. Opens on a loan officer and borrower discussing terms, cuts to a family receiving keys and settling into their community, then transforms the Wheel's loan-lifecycle arrows (Origination, Servicing...) directly into a spinning car tire before landing on a family driving off with the tagline "Shift your CDFI into Drive."
Built end-to-end in Descript using AI-generated VEO video, voice, and imagery, with the exception of the IvyTek Loan Management Wheel graphic itself, which is proprietary collateral. Wrote the script and concept — reusing a core visual device (the Wheel transformation) across multiple loan-product use cases (clean energy/retrofit, auto) to build a recognizable, repeatable creative system rather than one-off videos.
Wheel to Windmill
A 25-second brand video translating IvyTek's Loan Management Wheel into a visual metaphor built for a CDFI audience. The concept: a chain of 3D arrows spelling out the loan lifecycle in motion — Origination, Servicing, Reporting, Compliance — set against IvyTek's Salesforce-native platform, transforms into an aerial shot of wind turbines, landing on the point that the platform handles clean energy and retrofit loans with the same "every rotation accounted for" precision as any other product.
Built end-to-end in Descript using AI-generated Veo video, voice, and visuals, with the exception of the IvyTek Loan Management Wheel graphic itself, which is proprietary collateral. Wrote the script and concept, translating a technical product feature (multi-product loan servicing) into a visual audiences don't need a Salesforce background to understand.