Kristin Diversi
Kristin Diversi is an excellent storyteller, creative thinker, and data-driven content professional with strong marketing and communication skills. With 10+ years of B2B and B2C marketing experience, Kristin has a proven track record of success in content marketing, strategic initiatives, and project management. She is skilled in developing and managing editorial calendars, crafting thought leadership pieces, and building company-wide narratives.
CONTENT MARKETING MANAGER
FEB 2023 - PRESENT
A dedicated learner and developer, Kristin excels at translating complex concepts and collaborating with diverse stakeholders internally and externally. Her strategic approach and analytical mindset, combined with her activator qualities, consistently deliver impactful content and strongly align with Palo Alto Networks' company values.
Notable Highlights
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Data Leads the Way to Meaningful Impact
Revitalized the YouTube marketing strategy for Unit 42 and Cortex. Based on diagnostic, descriptive, predictive, and prescriptive analysis of existing content, completely overhauled channels to update content, metadata, and descriptions to best practices for greater reach and increased engagement, including SEO-focused titles, descriptions, tags, timestamps, and links to owned social spaces. Lead content thought leadership strategy, editorial and messaging, partnering heavily with subject matter experts in Unit 42 and Cortex teams to create and publish more intentional, customer-first content. Created and maintained editorial calendar.-
Results: Year over year, this transformation resulted in an average 53% increase in views, 61% increase in impressions, 70% increase in subscribers, 67% increase in engagements, and 6% increase in the average percentage viewed.
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Experience-Focused Stories Move Customers — and Bottom Lines
Helped launch new initiatives, including on Unit 42, the Threat Vector podcast hosted by David Moulton, which engages over 25,000 monthly listeners; Security in 42 seconds; and Beyond the Hunt. On Cortex, we launched the series, This is How We Do It. Numbers are available upon request. -
Creatives Must Be Versatile and Adaptive
Created content for Unit 42 and Cortex, including high-quality articles, blogs, white papers, and web copy. Notably, for Unit 42, the eBook, How AI is Reshaping Emerging Threats and Cyber Defense: Unit 42 Predictions for 2024 and Beyond, and for Cortex, the video, from script to execution, Revolutionize Your Security Operations in One Platform | Cortex XSIAM.
Core Responsibilities, Palo Alto
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Spearheaded the transformation of Unit 42 and Cortex YouTube channels, resulting in notable YoY growth
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Introduced new analytics techniques to track viewer interactions and optimize content
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Collaborated with cross-functional teams to enhance YouTube channel strategies, boosting viewer engagement
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Worked with teams to develop high-quality content for Cortex and Unit 42
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Created impactful content and maintained brand messaging
RECOMMENDATIONS
This is my fifth product marketing role. I've noticed that Palo Alto Networks marketers have a unique set of capabilities to keep up with our company's high corporate standards and dynamic nature. These include an extreme sense of urgency, ownership, professionalism, flexibility, and creativity. I've worked on multiple content projects with Kristin, and she exhibited these abilities in spades, always with a great attitude and a smile as she tackled a variety of complex tasks and assignments. Always proactive and looking to get things done, thinking creatively about how to bring a message to the market. I think Kristin is a great cultural and value fit for Palo Alto Networks.
- Yitzy Tannenbaum, Senior Product Marketing Manager, Palo Alto Networks
Hiring Kristin was one of the best hiring decisions I’ve ever made. Finding a good writer/editor is the easy part, but finding a great cultural fit AND a great writer is tough. In addition to Kristin’s crazy-mad writing skills, she’s a truly beautiful human being. She jumps in and tackles any topic with enthusiasm, is fast and creative, and produces high-quality projects - and she builds lasting relationships with her colleagues. I am going to miss her madly.
- Waynette Tubbs, Senior Content Marketing Manager, Oracle
It was a pure joy to work with Kristin. She was a quick learner, a great writer, and an even better person. Kristin has a knack for finding the most essential information in a given piece of content and communicating it in an easy-to-understand fashion - all while meeting the desired content goals. As an individual in charge of producing numerous pieces of content across a variety of formats, Kristin was selflessly instrumental in making my content look good. I will miss working with her.
- Greg Zakowicz, Senior Ecommerce Expert, Omnisend
REFERENCES
David Moulton
dmoulton@paloaltonetworks.com
Yitzy Tannenbaum
ytannenbaum@paloaltonetworks.com
Waynette Tubbs
swaynette@gmail.com
PREVIOUS ROLES
Greg Smith
grsmith@paloaltonetworks.com
JL Watkins
jwatkins@paloaltonetworks.com
Virginia Tran
vitran@paloaltonetworks.com
Katlyn Nesvold
knesvold@acmarketingpr.com