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T A Y L O R   C O L L I N S

Product Marketing Professional

Where Research Meets Execution

I'm a product marketer who works at the intersection of technical specifications and content creation. My favorite part of the job is also what makes me best at it: asking questions. What do buyers actually need, where is the market moving, what's the gap that nobody's messaging is addressing yet? From there, I turn those questions into research, and that research into positioning, personas, and go-to-market strategy I can point to measurable outcomes for.

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The projects below walk through that process end to end; not just what was delivered, but the research and reasoning that got stakeholders there.

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Process Example

Positioning the UV-C disinfection robot for EVS teams

This messaging and positioning revamp was carried through to updated sales collateral, trade show booth assets, the company website, and demo scripts — creating a consistent story across every touchpoint.

Research Driven Results - Case Studies

Demo Redesign

Rebuilding the enterprise product demo around research, not assumptions

 Content Strategy

Research-driven content, from a new resource for early-career researchers to a full audit of underperforming pages

Trade Show Optimization

Repositioning the UV-C disinfection robot for IP teams; from competitive gaps to messaging that lands

Enterprise Demo Redesign

Optimizing the Presentation Based on the Audience

Problem

  • The existing product demo led with technical information, didn't include a detailed script, which led to presenters endless rambles, and wasn't engaging.

  • Prospects weren't connecting technical capabilities to real-world value.

Research

  • Reviewed previous demo footage and recurring customer objections and questions

  • Gathered feedback from the sales team on where prospects lost interest or got confused

  • Consulted the technical team to make sure simplified language stayed accurate

Hypothesis

  • An updated demo script with clearer language, more media and transitions would keep the audience more engaged.

Actions

  • Developed a new demo script with a structured 40-minute presentation + 20-minute Q&A, eliminating the rambling caused by having no formal script

  • Simplified technical messaging

  • Reframed around a real-world workflow instead of a feature walkthrough

  • Added a clear safety narrative for a healthcare buying audience​

  • Worked with the creative team to include more video content and simulations throughout the presentation to hold audience engagement

Results

The updated script helped keep the audience ​engaged and better understand how the product can fit within their current workflow:

  • Contributed to $280K in closed revenue by quarter end

  • Confident presenters with built-in cues and supporting video to fill pauses and add context

  • Prospects asked more specific questions with fewer interruptions

Audience-Driven Content Strategy

Helping Early-Career Engineers Publish Their First Research

Problem

  • Early-career engineers and technologists were a core segment of IEEE Computer Society's audience, but publishing research with the organization wasn't easy to navigate for members new to the process

Research

  • Led a competitive analysis, SEO audit, and audience trend review to understand where the content gap actually was. This surfaced: 

    • Overall guidelines were extensive, confusing, and difficult to find

    • Current guideline pages had low search volumes, few backlinks, and broken, outdated links

    • Researchers were interested in learning more about the process, but due to the challenges listed above, didn't know where to start

Hypothesis

  • A new, purpose-built campaign complete with a downloadable 'How-To' guide and drip emails could convert interest into action for early-career members specifically.

  • Fixing the existing web pages themselves focusing on discoverability and structure to lift performance for the broader audience already searching for this content.

Actions

  • New resource — the guide

    • Led development of a downloadable guide walking early-career engineers through how to publish research with IEEE Computer Society, covering choosing the right journal, formatting and submission requirements, the peer review process, and tips for a first-time author
      Format: Downloadable PDF/ebook, supported by a drip email series

    • Distribution: Targeted email campaigns and social promotion to the early-career segment

  • Existing content — the current guidelines pages

    • Partnered with the periodicals team to run a full audit of the publishing guidelines web pages, including consolidating pages, updating all links, and reformatting and editing all content

    • Implemented easy search tools to make the pages easier to navigate and find information within

    • Moved the pages higher in site navigation to improve discoverability

Results

​The guide became a lasting resource, its form was shared across relevant pages and in webinars, and it continued to be used for future campaigns even after my time with the organization ended.

  • The guide achieved a 23% impression-to-download conversion rate through targeted distribution 

  • The publishing guidelines pages saw a 34% increase in page views following the audit, search implementation, and navigation changes

  • Publishing Guidelines Page Example 

Premiere Trade Show

Improving Event Engagement Through Consumer Research

Problem:

  • Attendance and engagement at TGR's flagship industry exhibit had plateaued year over year.

Research:

  • Evaluated previous event performance data

  • Conducted a competitive booth analysis

  • Researched audience needs specific to infection prevention professionals

  • Identified gaps between messaging and what resonates with the audience

Hypothesis

  • Updated positioning paired with a more interactive, hands-on experience would re-engage attendees and drive more qualified conversations.

Actions

  • Rewrote core exhibit messaging & product brochure based on audience research

  • Collaborated with the creative team to redesign booth experience

  • Produced a new brochure aligned to updated positioning

  • Built an interactive app to let attendees engage with the product hands-on

  • Re-sourced vendors to reproduce booth assets, replacing a $27K quote from longtime contractors ​

Results

Updated positioning combined with a hands-on experience drove measurably more qualified conversations at the event:

  • Lead scans grew from 180 in 2025 to 395 in 2026 

  • Generated 5 product demo sign-ups directly from booth engagement

  • Cut production costs by 48%,  from a $27K quote to $14K with new vendors

  • Full show recap

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