BMC Software Control-M

With BMC’s Control-M ‘I’m in Control’ campaign, my job was to figure out what developers actually cared about. So I went where they were: forums, communities, the online corners where they shared what worked and what drove them crazy. What I found was simple but powerful: they wanted control, and they liked it fast. The ability to plug in all the messy, disparate pieces of their work and still get something seamless on the other side.

That discovery flipped the project. We already had a Control-M campaign running for the C-suite, but developers needed a different story. I pushed us to ditch the polished corporate tone and lean into something human. What we produced was a campaign that looked and felt like the developers we were speaking to, not the boardroom.

In addition to shaping the creative, I also handled paid deployment, working hand in hand with our agency partner. We watched performance closely and made changes on the fly, ultimately pulling more clicks, more demos, and more sales.