Case Study: Digital Product Support
When most companies hire interim executives, they look for someone who has the same skills as the departing exec. But when the marketing team at a global financial services company turned to BTG for support during a key leader’s maternity leave, we recommended a different approach.
The company had just developed a new tax-reporting application, and the team was struggling to keep up with all the work that attended its launch. So BTG worked with executives to craft a 3-month project that would focus exclusively on ensuring the new product’s success. We delivered an experienced product development expert who had worked at American Express and NBCUniversal, and who spearheaded efforts to define the new product’s target audience, develop its positioning, and create a content strategy. By the time the internal executive returned, BTG’s consultant handed off a comprehensive communications strategy and numerous supporting pieces of content.