Troy Rucarean
Tampa,,FL
Summary
Seasoned Director of Digital Content with a robust technical skillset and a deep understanding of data-driven content strategy. Expert in leveraging AI and analytics to craft compelling digital narratives that resonate across B2B, B2C, and internal channels. I am fired up to apply a blend of creative vision and analytical acumen as a Senior Product Marketing Manager, driving product success and market leadership.
Overview
9
9
years of professional experience
Work History
Director of Digital Content
Better Earth
Tampa, FL
01.2021 - Current
- Team Leadership & Growth: Expanded and led an international team of creatives, driving growth and sales through internal support and customer-facing educational content, reinforcing the brand's commitment to excellence, sustainability, and customer experience.
- SaaS Experience: Spearheaded the marketing initiatives for Pangea, an all-encompassing CRM tool designed specifically for the solar industry. Pangea streamlines the entire customer journey, from lead nurturing and proposal generation to installation and system activation, by integrating the workflows of sales teams, customers, and installer operations. My efforts focused on showcasing Pangea's innovative features and its ability to revolutionize industry standards, marketing towards solar installers, while also being a beautiful tool for sales companies.
- Website Redesign & User Engagement: Led the overhaul and redesign of the Better Earth website, focusing on creative direction and integrating user feedback to enhance understanding and provide a better customer experience. Our entire content strategy was focused on education and making it easy for customers, resulting in a substantial 30% increase in user engagement metrics.
- Project Management & Innovation: Transformed company project management with the implementation of Notion, evolving it into a comprehensive company intranet that houses OKRs, SOPs, and a knowledge base, thereby fostering a culture of transparency and continuous improvement.
- Sales Optimization & AI Utilization: Collaborated closely with the inside sales team to build lead funnels and leverage AI, automations, and systems for optimizing lead generation and nurturing processes, resulting in warmer leads and a higher closing rate. This lead generation strategy led to a a 40% increase in sales month over month.
- Strategic Partnerships & Content Creation: Forged key partnerships with Beast Philanthropy and GivePower, along with HGTV stars like Tarek El Moussa and the Property Brothers, fostering strong relationships and crafting a wealth of content around these collaborations. Successfully leveraged these partnerships to produce engaging videos, blog posts, and social media content, significantly enhancing customer engagement and brand visibility.
- Creative Direction & Award-Winning Content: Created ‘The Earthies,’ a live award show honoring employees, where I served as director, technical director, and producer, showcasing our team's creativity and enhancing internal morale. This production won a Telly award for Internal Communications.
Multimedia Specialist, Later Promoted to Lead Multimedia Producer
Jabil
01.2015 - 01.2021
- Team Leadership & Content Production: Led a dynamic team within the Internal Communications department, producing strategic video content that reached over 200,000 employees globally, fostering a cohesive corporate culture across diverse geographical locations.
- Innovation in Content Creation: Pioneered the integration of motion graphics and 3D animation into our content suite, elevating the quality and engagement of external-facing communications.
- Project Management Excellence: Mastered time management to meet aggressive production schedules, ensuring timely delivery of high-quality content. Fostered a culture of project management utilizing Scrum methodology. Utilized Trello and Asana for
- Data-Driven Strategy Implementation: Identified and led a significant shift to a new video hosting platform, enhancing analytics capabilities and enabling data-driven decision-making that was recognized company-wide with a Global Recognition Award.
Education
Bachelor of Sciences in Telecommunications - Production -
University of Florida, College of Journalism, Gainesville, Florida
12.2014
Skills
- Project Management & Collaboration: Notion, Trello, Slack, Asana, Microsoft Teams
- Filming & Production: Advanced knowledge in filming techniques, DSLR and digital cinema cameras (eg, Canon, Sony, RED), lighting equipment, and sound recording tools
- Content Creation & Design: Adobe Creative Suite (Premiere, After Effects, Photoshop, Illustrator), Cinema 4D, Figma
- Aerial Videography: FAA-Certified Drone Pilot, skilled in capturing high-quality aerial footage for diverse projects
- CRM & Sales Tools: Hubspot, LeadSimple, HighLevel, Mailchimp
- Analytics & Data Tools: Google Analytics, Wistia (video analytics), Vidyard (video analytics)
- Automation & Workflow Optimization: Zapier, API Integrations
- Web Development & CMS: WordPress, HTML/CSS Basics, Figma
- Communication & Documentation: Google Workspace (Docs, Sheets, Slides), Microsoft Office Suite, Notion, Slack
Timeline
Director of Digital Content
Better Earth
01.2021 - Current
Multimedia Specialist, Later Promoted to Lead Multimedia Producer
Jabil
01.2015 - 01.2021
Bachelor of Sciences in Telecommunications - Production -
University of Florida, College of Journalism, Gainesville, Florida
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