A Marketing
Strategy Plan
Insight Global · Vancouver, BC · Global Marketing Manager
A strategic approach to brand positioning, product adoption, cross-functional campaign execution, and global storytelling — built specifically for Insight Global's Global Marketing Manager role.
Strategic Preview
This page was independently prepared as a focused strategic thinking sample based on Insight Global's public role description, LinkedIn presence, and brand positioning.
Bruno Santiago
Digital Marketing Strategist · CEO, Imagina Digital · Fractional CMO
Context
Why this role resonates with me
The Global Marketing Manager role at Insight Global sits at the intersection of people-first storytelling, product strategy, and cross-functional leadership — exactly where I do my best work. Their belief that business is built on relationships, not transactions, mirrors how I approach marketing.
Insight Global is looking for someone who can build brand narratives that drive product adoption, align audiences across markets, and execute with both strategic depth and creative precision — while keeping the human story at the center. That's the kind of marketing challenge I've been solving for 15+ years.
Brand Foundation
Marketing strategy grounded in their brand truth
Insight Global's LinkedIn presence reveals a powerful brand narrative — built on their story, purpose, and values. My strategy starts here.
Insight Global started with a belief that business is about people — not transactions. That origin story is a powerful marketing asset that needs to live across every channel, campaign, and piece of content.
"We believe that businesses deserve partners who will be there for them." This purpose-driven positioning is rare in the staffing industry — and it deserves a marketing strategy built to amplify it at scale.
Insight Global's values — integrity, grit, and service — are the foundation of their employer brand and client trust. My strategy keeps these values front and center across every touchpoint.
Goals
My strategic priorities
Elevate brand positioning globally
Build a compelling, consistent brand narrative that differentiates Insight Global across markets — anchored in their story of putting people first.
Drive product adoption through storytelling
Translate complex product value into clear, human stories that resonate with target audiences and accelerate adoption across talent and consulting verticals.
Align cross-functional marketing execution
Bridge product, sales, and communications to deliver integrated go-to-market campaigns with clear ownership and measurable outcomes.
Strengthen global reach and local relevance
Adapt messaging and channel strategy to serve global audiences while maintaining Insight Global's core identity, purpose, and voice.
The Plan
My first 90 days at Insight Global
Immerse & Understand
Actions
- Deep-dive into Insight Global's story, purpose, and values — and how they translate to brand voice
- Audit all active marketing channels: LinkedIn, Meta, email, content, PR, and paid
- Interview key stakeholders: product, sales, leadership, client-facing, and talent teams
- Map the full customer and candidate journey — from awareness to placement/adoption
- Benchmark competitors on brand narrative, content strategy, and employer positioning
- Review analytics setup: GA4, CRM attribution, LinkedIn analytics, and conversion tracking
- Identify gaps between current messaging and audience expectations across global markets
Deliverables
- ✓ Brand and channel audit snapshot
- ✓ Stakeholder alignment map
- ✓ Quick wins priority list
Sharpen & Activate
Actions
- Refine product and employer brand positioning to unify Insight Global's dual audience story
- Develop messaging architecture aligning talent acquisition and consulting verticals
- Activate cross-functional campaigns aligned with product milestones and hiring cycles
- Strengthen PR and media outreach to amplify culture, product, and thought leadership
- Launch content strategy: long-form, social, video, and owned media aligned to brand values
- Optimize paid campaigns for awareness, product consideration, and talent attraction
- Build consistent social cadence reinforcing Insight Global's people-first narrative
Deliverables
- ✓ Revised brand positioning and messaging guide
- ✓ Cross-functional campaign calendar
- ✓ Content strategy framework
Scale & Iterate
Actions
- Launch integrated campaigns driving product adoption and talent pipeline across priority segments
- Scale high-performing content formats based on engagement, reach, and conversion data
- Refine storytelling based on audience feedback and market-specific performance patterns
- Strengthen alignment between marketing, product, and sales for cohesive GTM execution
- Build scalable campaign playbooks for new markets, product launches, and seasonal hiring
- Deliver first performance report with KPIs, audience insights, and strategic recommendations
Deliverables
- ✓ Integrated product adoption campaign
- ✓ Scalable campaign playbooks
- ✓ First 90-day performance and strategy report
Immerse & Understand
- Deep-dive into Insight Global's story, purpose, and values — and how they translate to brand voice
- Audit all active marketing channels: LinkedIn, Meta, email, content, PR, and paid
- Interview key stakeholders: product, sales, leadership, client-facing, and talent teams
- Map the full customer and candidate journey — from awareness to placement/adoption
- Benchmark competitors on brand narrative, content strategy, and employer positioning
- Review analytics setup: GA4, CRM attribution, LinkedIn analytics, and conversion tracking
- Identify gaps between current messaging and audience expectations across global markets
Deliverables
- ✓ Brand and channel audit snapshot
- ✓ Stakeholder alignment map
- ✓ Quick wins priority list
Sharpen & Activate
- Refine product and employer brand positioning to unify Insight Global's dual audience story
- Develop messaging architecture aligning talent acquisition and consulting verticals
- Activate cross-functional campaigns aligned with product milestones and hiring cycles
- Strengthen PR and media outreach to amplify culture, product, and thought leadership
- Launch content strategy: long-form, social, video, and owned media aligned to brand values
- Optimize paid campaigns for awareness, product consideration, and talent attraction
- Build consistent social cadence reinforcing Insight Global's people-first narrative
Deliverables
- ✓ Revised brand positioning and messaging guide
- ✓ Cross-functional campaign calendar
- ✓ Content strategy framework
Scale & Iterate
- Launch integrated campaigns driving product adoption and talent pipeline across priority segments
- Scale high-performing content formats based on engagement, reach, and conversion data
- Refine storytelling based on audience feedback and market-specific performance patterns
- Strengthen alignment between marketing, product, and sales for cohesive GTM execution
- Build scalable campaign playbooks for new markets, product launches, and seasonal hiring
- Deliver first performance report with KPIs, audience insights, and strategic recommendations
Deliverables
- ✓ Integrated product adoption campaign
- ✓ Scalable campaign playbooks
- ✓ First 90-day performance and strategy report
Channels
How each channel builds the brand
Multi-channel marketing strategy aligned with Insight Global's people-first positioning, product offering, and global audience reach.
Primary channel for employer branding, thought leadership, and product positioning — directly reaching Insight Global's core audiences: hiring managers, enterprise clients, and talent professionals.
Meta (Instagram & Facebook)
Brand awareness and culture storytelling for broader audiences — candidates, clients, and followers — reinforcing Insight Global's people-first values and product narratives.
Email & Marketing Automation
Nurture sequences tailored to product stage and audience segment — from awareness to adoption — integrated with CRM for full attribution and personalized journeys.
SEO & Content Marketing
Long-form thought leadership, workforce insights, and keyword-optimized content driving organic visibility across talent, workforce solutions, and technology verticals.
Paid Media (Google & Programmatic)
High-intent keyword campaigns and retargeting strategies capturing product-aware and job-seeking audiences and guiding them through the adoption and conversion funnel.
Video & PR
Executive interviews, client success stories, and media placements extending Insight Global's brand reach, credibility, and recall — globally and regionally.
Content Direction
Sample social posts
A preview of the content tone, visual language, and brand positioning I would bring to Insight Global's social channels — anchored in their story, purpose, and values.
Post 1 — Global Talent, Human Impact
The best talent strategies begin with understanding the person, not the role. Insight Global connects people and organizations because the right match — built on relationships and trust — changes everything.
— Insight Global
Post 2 — Purpose Over Positioning
Great brands don't just communicate what they do — they communicate why it matters. At Insight Global, that story is built through real relationships, real outcomes, and a relentless focus on the people they serve.
— Insight Global
Post 3 — Product Adoption Starts with Story
Features inform. Stories compel. Driving product adoption globally means translating complex value into language your audience actually feels — and grounding it in purpose-driven brand positioning.
— Insight Global
* Sample posts generated to illustrate content direction, visual tone, and brand positioning for Insight Global's social channels.
Performance
Measurement & KPIs
Every campaign decision grounded in data — from brand awareness and content performance to product adoption and pipeline influence.
Brand Awareness
Share of voice, aided/unaided recall, social impressions and reach
Campaign Reach
Unique audience reached across paid, owned, and earned media channels
Product Adoption Rate
New users/clients activated via marketing-attributed channels
Cross-Channel Engagement
CTR, time-on-site, content depth by channel and audience segment
Pipeline Influence
Marketing-sourced and marketing-influenced sales and talent pipeline
Content Performance
Top-performing formats, topics, and audience segments by channel
Built for more than brand awareness
The strongest global marketing work connects brand positioning to real business outcomes — product adoption, pipeline growth, talent attraction, and market expansion.
With a global talent and consulting footprint, Insight Global needs marketing infrastructure that scales across markets, products, and audiences — while staying true to the people-first brand they have built.
The Candidate
Bruno Santiago
Digital Marketing Strategist · CEO, Imagina Digital · Fractional CMO
International Marketing · Remote-First · Brazil · Canada · Portugal
I bring 15+ years of experience in brand strategy, digital marketing, and cross-functional campaign execution. My work spans product positioning, storytelling, paid media, content strategy, and go-to-market planning — with a track record of building marketing systems that drive awareness, engagement, and measurable business growth.
Next Step
Ready to build Insight Global's next chapter
This strategic plan was independently prepared based on Insight Global's public role description, LinkedIn presence, and brand positioning. I would be glad to walk through it.
Who I Am
BRUNO
SANTIAGO
Founder, Imagina Digital / Marketing Strategist
Background
Journalism + 12 years in digital marketing. I explain things people cannot explain for themselves.
Agency
Founded Imagina Digital in 2014. 300+ projects in tech, education, immigration and consulting.
International
Worked between Brazil, Canada and Portugal. I understand how innovation ecosystems operate in different markets.
Availability
Open to exclusive, full-time dedication, upon negotiation.
Beyond the Agency
ECOSYSTEM
BUILDER.
I have been involved in business associations and innovation ecosystems since 2012. I understand how institutions, startups and governments connect.
ACIF
Member & Communicator
2012–2015
Affiliated member of the Commercial and Industrial Association of Florianopolis, one of Santa Catarina's most established business networks, connecting entrepreneurs, industry leaders and public institutions.
ACATE — Internationalization Group
Participant
2023–2024
Joined the internationalization working group of Santa Catarina's leading tech association. Engaged in discussions on market expansion, innovation ecosystems and cross-border business development.
Startup & Innovation Events
Attendee & Networker
2013–Present
Collision (Toronto), Web Summit (Lisbon), Vancouver Startup Week, Unicorn Factory (Lisbon), Boost Nest (Lisbon), Startup Summit (Florianópolis). Present in the rooms where ecosystems are shaped.
EGC / UFSC
Visiting Student
2024–Present
Attending selected master's-level courses at UFSC's Knowledge Engineering & Management program (PPG-EGC) as an independent student, building academic connections with researchers and professionals working in data science, AI, innovation and technology.
Next Step
LET'S
TALK.
30 minutes. I walk through this report with you, answer questions, and we see if this is the right fit for both sides.