B2B marketing · technical messaging · integrated programs

Clear stories forcomplex products.

I turn product complexity into buyer-ready messaging—and build the cross-functional programs that carry it from strategy to market.

View selected work Download portfolio

15+years across technology, services & brands

$19M+marketing budget managed across three quarters

29client exhibit programs delivered

13 statescovered in a six-day photo production

What I bring

Strategy with sleeves rolled up.

My work sits at the intersection of product, audience, and execution. I can shape the story, organize the system around it, and keep teams moving through the details that make marketing real.

B2B positioning & messagingIntegrated campaign strategyProduct launches & NPIContent systems & sales enablementMarketing operationsField, event & partner programs

Selected work

From product truth to market momentum.

A selection of messaging, campaign, and program leadership across enterprise technology and B2B services.

HP · Product source messaging

One product. Three audience stories.

The HP Pro x360 Fortis 11-inch G11 had the same core capabilities in every market. I adapted the copy for business, education, and a broader use case while keeping the claims consistent.

Business

Built strong. Built for business.

Meetings, colleagues, work beyond the office, and less downtime for IT.

Education

Built strong for the blended classroom.

Student connection, learning wherever it happens, and a device ready for school life.

Broader use

Built strong. Built to last.

Durability, versatility, and manageability without tying the product to one setting.

My role: I was accountable for final source messaging. I developed and refined feature and benefit copy, consulted on value propositions and key selling points, and balanced messages across HP's PC portfolio so related products did not compete for the same story. Approved copy supported global channel assets and transcreation.

HP · Enterprise product messaging

HP Elite Dragonfly Chromebook Enterprise

Translate a premium enterprise device—security, collaboration, performance, and cloud manageability—into a modular story for business buyers and channel content.

Final source messaging and key selling point alignment
Technical-to-buyer benefit translation
eTail, SEO, and cross-channel message architecture
Stakeholder, brand, legal, and claim alignment

View the public HP page

Selected public-facing language“Made for when, how, and where you work.”“Luxury cloud experience.”

HP · Education & enterprise

HP Chromebox G4

Built a concise value story around cloud performance, flexible deployment, manageability, and the realities of shared work and learning spaces.

“Powered for the cloud.”“Compact, versatile design.”

View the public HP page

Foodhub · U.S. B2B growth foundation

Sharper buyer fit. Stronger market system.

Led a customer-fit assessment and comprehensive U.S. content review for restaurant POS, online ordering, payments, and operational technology.

Connected voice-of-customer, competitive, field, and sales insight
Reframed positioning, web content, nurture, and sales tools
Created clearer workback plans and a centralized content portfolio

Outcome: a more disciplined foundation for targeting, content, and cross-functional execution.

HP · Worldwide integrated campaigns

Global ideas, built to travel.

Led integrated campaign and asset programs spanning consumer PCs, displays, and accessories—across landing pages, video, digital media, channel content, and point of sale.

$19M+ marketing budgetWithin 2% of plan across three quarters

Field marketing · Events · Production

Experiences that work in the real world.

Planned and delivered customer-facing programs from national tradeshows and sponsorships to multi-market production—balancing the brand idea with timelines, vendors, budgets, and live execution.

29 client exhibit programs23 shoots across 13 states in six days

Earlier work · Selected archive

Consumer brands and regulated marketing.

Before leading global technology programs, I managed creative work across consumer products and financial services—environments where strong ideas also had to withstand exacting stakeholder and regulatory review.

Shell / SOPUS · Consumer brands

Multi-brand programs, from concept through approval.

Developed concepts and selected copy for Blue Coral, Gumout Professional, Fix-a-Flat, and The Outlaw, then managed each piece through creative development, production, and final approval.

Role: concept development · selected copywriting · design review and proofreading · vendor photography management · stakeholder, Environmental, Safety & Health, and Legal review

Cover of the Blue Coral products catalog — Blue Coral product catalog

Blue Coral product catalog interior showing the car wash range — Catalog product architecture

Gumout Professional application guide cover — Technical application guide

The Outlaw performance additives product flyer — Retail product flyer

Stanford Financial Group · 2005–2009 archive

Creative production across advertising, direct mail, and photography.

Developed campaign concepts, wrote selected copy when creative writers had competing priorities, and managed design, production, and in-house photography across a high-volume print portfolio.

Role: concept development · selected copywriting · design review and proofreading · in-house photography management · stakeholder, Compliance, and Legal review

Stanford Financial Group advertisement featuring an environmental portrait — Photography-led ad campaign

Stanford Financial Group advertisement featuring a professional portrait — In-house photography production

Stanford Coins and Bullion back-cover advertisement — Magazine back-cover ad

Stanford Coins and Bullion six-page direct-mail cover — Six-page direct mail

Spanish-language Stanford Coins and Bullion customer brochure cover — Translated customer brochure

Historical work is shown for portfolio context. Offers, pricing, and product claims pictured in these archival materials are not current.

Selected product messaging was developed for HP through Aesbus. Final public pages may reflect subsequent editing by HP. The Fortis excerpts come from released products; product and marketing colleagues also contributed inputs and reviews.

How I work

See the whole system.

Good marketing needs both a wide field of view and attention to the smallest signal.

Learn the product

Get close to the offer, the people behind it, and the proof that makes it credible.

Find the buyer truth

Combine customer voice, field insight, competitive context, and performance signals.

Build the message system

Turn complexity into a clear value story that can flex across audiences and channels.

Drive the work

Create the briefs, cadence, tools, and alignment that carry an idea through execution.

Measure and refine

Use business outcomes and market response to sharpen the next decision—not just report activity.

Experience

Breadth that strengthens the work.

Technology is the throughline. Financial services, consumer brands, events, and consulting add range in audience, channel, and operating context.

2026

Foodhub For Business

U.S. B2B Marketing Manager

Buyer fit, positioning, sales enablement, digital content, and field programs for restaurant technology.

2020–2025

HP through Aesbus

Worldwide Omnichannel NPI

Global product messaging and launch content for commercial PCs, displays, and accessories.

2013–2018

HP through Aesbus

PPS Worldwide Marketing Campaign Manager

Integrated campaigns, agency leadership, asset production, and a $19M+ annual budget.

Earlier

Skyline · Stanford Financial · Shell · Compaq

Marketing, communications & events

B2B programs, brand experiences, sponsorships, production, and cross-functional execution.

Applied AI & analytics

A marketer building fluency in the next operating system.

Postgraduate work through UT Austin McCombs included sales forecasting, telecom churn, computer-vision safety classification, and retrieval-augmented generation evaluation—strengthening how I frame questions, assess evidence, and use AI responsibly in marketing.

Colleague recommendations

Trusted to bring clarity—and carry the work through.

Colleagues consistently describe the same strengths: thoughtful messaging, disciplined execution, and collaboration that keeps complex work moving.

“Lynette's ability to manage multiple projects simultaneously while maintaining a high level of detail and accuracy is commendable. Lynette played a crucial role in our team's success, organizing and leading numerous review meetings to ensure alignment and consistency across our messaging efforts. Lynette's proactive approach and excellent communication skills made collaboration seamless and efficient.”

Trent Salch Senior colleague · HP Inc.

“Lynette is a top notch project manager. Her attention to details, time frames, and budget is exceptional for the fast paced environment of the marketing industry.”

Laura Failla Cross-functional colleague · Stanford Financial

“I've seen her complete extensive work on product and feature messaging. In every case she made sure that it was benefit-focused, consistent, and completed on time.”

Monica Wasiljew Teammate · HP Inc.

Excerpts from recommendations posted publicly on LinkedIn.

Start a conversation

Need someone who can see the strategy—and move the work?

I'm open to B2B marketing, product messaging, integrated campaign, and program leadership opportunities.

Email Lynette LinkedIn