For General Electric Oil & Gas, I created customer-facing technical marketing pieces, leading an international cross-functional team from marketing, sales, and engineering in the development of objectives and strategies in support of overall corporate marketing and business goals.
We identified the key issue as the need to aid the sales force in developing and nurturing leads. To accomplish this, the strategy was to demonstrate thought leadership and assist the target audience (plant owners and other purchasing decision makers, many of whom do not fully understand the nature of their power-generating equipment) to consider enhancing their OEM industrial condition monitoring solutions with the GE product line.
This piece on aeroderivative gas turbine engine protection and condition monitoring is an excellent example of my combined technical writing, copywriting, editing, and graphic design skills with a topic that is clearly outside my realm of expertise, requiring me to employ adept communication techniques to aid the subject matter experts in explaining a complicated scenario in elementary terms.
To produce this piece from concept to completion, I gathered information from dozens of internal documents that were written by and for Field Application Engineers and worked closely with the team to discern what was relevant and achieve the objective. To engage the target audience, I kept the document light on technical jargon and recreated graphics (using Adobe Illustrator and Photoshop) that were of unknown origin to be consistent and brand-compliant. Adobe InDesign was used for page layout and design, ensuring that corporate identity and brand guidelines were followed.