Kirstin Webb

About Kirstin Webb

I build brand and content programs that drive measurable growth in complex B2B environments. For 13 years, I’ve worked with organizations in manufacturing, financial services, and tech to clarify the value of technical products in highly regulated and complex markets. My work combines strategy, execution, and cross-functional leadership to support sales, align stakeholders, and create the messaging and structure that help good marketing scale.I\'m strongest in environments where: • The product is technical or complex, and customers need clarity • Sales cycles are long, and enablement makes a real difference• Multiple stakeholders (sales, product, legal, compliance, engineering) need alignment • Marketing is measured by business impact, not just activity What I bring: • Strategic storytelling that supports sales conversations and revenue goals. I don\'t just create content, I build programs that help sales teams win and customers understand value. • Cross-functional leadership without the friction. I\'ve led initiatives across distribution, legal, compliance, product, and engineering teams, building trust quickly and driving progress through clarity and collaboration. • Execution discipline. I identify gaps, build structure, and follow through. Teams know I’ll create clarity, keep stakeholders aligned, and move work from idea to execution without losing sight of the business goals.I believe focus is a growth strategy. The best marketing programs come from saying no to efforts that create activity without impact and doubling down on what actually moves the business forward.

Experience

1. Senior Brand Marketing Consultant

   Brighthouse Financial

   Jun 2019 — Present

   Lead content programs and cross-functional marketing initiatives driving awareness, engagement, and measurable revenue impact for a national insurance and financial services company.• Built sales enablement content including an FAQ guide that influenced $7M in sales by equipping third-party representatives to overcome buyer hesitation and communicate product value more effectively• Co-led a $600K+ multi-channel brand campaign, providing editorial leadership through script development, stakeholder alignment, and on-site production to strengthen competitive positioning• Established content-specific generative AI governance for the Marketing department, creating guidelines to help accelerate content workflows while maintaining brand voice and quality standards• Partner across Distribution, Legal/Compliance, and Product Marketing teams to ensure content strategy supports both brand objectives and sales conversations• Launched a field enablement communications strategy that drove 97% increase in print adoption and 53% increase in digital downloads year-over-year for corporate collateral• Developed data-driven social campaigns generating 400K+ organic impressions with 5.5% engagement rate, using analytics to optimize performance year-over-year

Education

• DePauw University

  Bachelor of Arts (B.A.), English Writing

Skills

• Public Speaking
• Social Networking
• Customer Service
• Microsoft Office
• Sales
• Editing
• Email Marketing
• Microsoft Excel
• Powerpoint
• Blogging
• Research
• Creative Writing
• Community Outreach
• Microsoft Word
• Social Media
• Marketing