You’ve already heard: Our organization rebranded to Big Village just this June — and the pivot didn’t happen overnight. Big Village brings programmatic solutions, media, insights, and creative all under one roof. In this newsletter, we share insights from our interview with Bridget Tirella, Senior Director of Marketing here at Big Village. Bridget is our internal marketing guru. She has held increasingly managerial roles within Big Village’s digital representation and communications at since January 2020. Bridget has also played a huge role in the rebranding of our company. Prior to her time at Big Village, Bridget was Senior Marketing Manager at a B2B SaaS company, as well as a Senior Marketing Communications Specialist at a global market research company, specializing in digital marketing campaign strategy and planning, improving and optimizing CRM tool usage and crafting compelling and impactful content. What can’t she do? We asked ourselves the same thing. The answer: Nothing. And that’s exactly why we wanted to bring her expertise to your inbox.
Bridget has key experience with a variety of marketing tools, including CRM resources, a number of administrative platforms, Marketo, and HubSpot. Feel free to explore her LinkedIn profile to learn more about Bridget’s wide-ranging expertise in marketing and digital communications!
Bridget’s role has always involved reflecting an interesting consolidation of businesses and presenting an exciting collage of different enterprises to the public eye. Her roles in this sphere have included email marketing, social media, and developing content in a variety of applications. Throughout the Big Village rebrand, Bridget’s responsibilities also included updating marketing tech tools — automation, landing pages, hosting platforms, advertising practices, calendar management, and virtual events — and ensuring their cost-effectiveness — no small undertaking! She’s also been diligent about stratifying content between webinars, one-pagers, and invited speakers. No two days are the same!
For example, our current social channels include Big Village, Cassandra by Big Village, and EMX by Big Village. Then the applications break down into LinkedIn — by far the most common for B2B readers — Facebook, Twitter, and Instagram. The latter two are much more common for B2C users. Each of these outlets has its own parameters — from character limit to audience to budget to a wide variety of performance analytics, i.e., “what’s working,” and more.
Bridget played a major role in a very successful, efficient, quick transition across a company with numerous interesting pillars. How did it happen?
“We want our clients to see us as a partner.”
The first steps were transparency between our U.S. and UK businesses, then conducting legal research to confirm Big Village didn’t hit too close to a competitor’s name (it didn’t). The marketing team and Kasha, Big Village’s CEO, agreed on one critical component: Community. Those partnerships are essential to businesses’ thriving, and the ethos of mutual business success is the cornerstone bringing branding and services together.
“We don’t just want a company name without a story behind it.”
What about the timing? We wanted to confirm and implement the new Big Village name before the Cannes Lions creative festival in June 2022 in France. Consultants worked together with our own agency teams to put together brand stories, messaging, the name itself, and options for logo, color and variation in appearance on platforms. And in moving this quickly, across a big company, keeping a positive attitude was essential. Necessary considerations were folded into a “master task list” that covered the Big Village website — and its own launch timeline — as well as internal education, print materials, the conversion “legacy” resources, explanatory infographics, and signage. Bridget says the website was probably the biggest component, where a major moving part was increasing cross-promotion between brands and where top considerations included website architecture and a menu that invites visitors by helping them understand where one business ends and another begins.
Our new story? We are not interested in small problems — we’re interested in the big ones. And it takes a village to solve those. And it certainly took a village to make this rebrand the success we see before us today. Our Villagers are the best of the best—a community built around teamwork, coordination, and execution. We are Brave. We are Connected. We are Original.
Stay tuned for our next blog post! What does it take to make a website work? What practices can you embrace to drive traffic to your business? How do you build bridges within a large, multifaceted company? The next installment of our marketing interviews with Bridget that explores exciting collaborations between Big Village marketing and our expansive IT team.
What topics would you like to hear about in our next newsletter? Send a note to author Zaq Baker (firstname.lastname@example.org) or fellow Expert team luminaries Lindsey Lombardo (email@example.com) or Abby Peterson (firstname.lastname@example.org), and we’ll direct our focus there.