Vilan Trub's Portfolio
Strategic storytelling across every touchpoint
Content Strategist | Creative Producer | Story-Driven Campaign Leader
Problem
Business Insider experienced a high cancellation rate following the one-month trial period, indicating that new subscribers were not fully understanding or valuing the subscription before conversion.
Solution
I developed a post-trial onboarding email series designed to reduce churn by pairing emotional connection with clear functional value props. The flow introduced the newsroom and editorial intent behind the reporting while reinforcing the tangible value of the subscription through concise explanations of features and benefits. The goal was to build trust, clarity, and perceived long-term value early in the subscriber lifecycle.
White Paper
Problem
IBISWorld sought to establish greater credibility within the accounting industry and position itself as a thought leader on the rapidly evolving role of accounting firms. Existing content did not sufficiently demonstrate forward-looking insight or industry authority to this audience.
Solution
I led the development of a research-driven white paper designed to elevate IBISWorld’s authority in the accounting space. Partnering closely with an internal subject matter expert, I conducted industry research to identify emerging trends and narrative opportunities shaping the future of accounting. I translated complex insights into a clear, accessible editorial framework and identified visual storytelling opportunities to improve comprehension and engagement.
To extend the impact beyond the white paper itself, I developed modular, digestible visual assets that could be used independently across marketing channels to promote both the research and IBISWorld’s expertise. I also directed and managed a freelance designer, providing detailed creative direction to ensure the final design reinforced clarity, credibility, and brand alignment.
Social
Problem
Several AnyRoad partner distilleries were launching members-only societies but lacked the audience scale and email engagement needed to drive enrollment through traditional channels.
Solution
I developed a social-first acquisition campaign that branded each society with clear differentiators to create a distinct, ownable experience. The strategy used a gamified social concept to drive awareness and engagement, directing users to an application landing page. Qualified leads were then enrolled in a targeted nurture campaign to support enrollment at launch. ​The Cavalier Club sold out its society, with 20% of members originating from social, validating social as a meaningful acquisition channel for membership programs.
Landing Page
Problem
The Cavalier Club needed a landing page that converted leads from social and email campaigns, but it was unclear which value propositions resonated most or how to present membership pricing without deterring sign-ups.
Solution
I ran email A/B tests to identify the value props that drove the highest opens and click-throughs. Those insights guided the landing page copy and design, highlighting the most compelling benefits. I also tested timing and presentation of membership pricing to minimize friction and maximize conversions. The optimized landing page improved engagement and conversion rates, contributing to a sold-out launch for The Cavalier Club.
Website
Problem
CVS Media Exchange needed an online destination that clearly communicated its value propositions and provided a strong user experience for potential clients.
Solution
I collaborated with the sales team to identify the most compelling value props and translated them into a clear user flow. The website copy leveraged taglines and language I crafted for earlier collateral, and presented value props in a digestible way, ensuring that messaging was concise, scannable, and impactful. The site successfully communicated CVS Media Exchange’s value to prospective clients, improving clarity, engagement, and alignment between marketing and sales messaging.
Slide Deck
Problem
Business Insider’s free service offered rich multimedia, but subscriber content was limited to articles, making it harder to engage new subscribers and reduce churn. Additionally, the team needed a way to drive leads for the subscription service.
Solution
I repurposed popular subscriber-exclusive articles into digestible multimedia slide decks and placed them on a gated landing page to generate leads. I also introduced subscriber-exclusive slide decks and incorporated them into the onboarding email flow, creating the first subscriber-exclusive multimedia content to engage new subscribers. In its first year, the campaign generated 30% of all new leads and contributed to a measurable reduction in churn by enhancing early subscriber engagement.
Case Study
Problem
As a new business, CVS Media Exchange needed to demonstrate real-world results to build credibility and awareness with potential clients.
Solution
I created an engaging case study that highlighted measurable outcomes and structured it to be social-ready. The design and messaging were optimized to support a LinkedIn campaign, extending the reach of the case study and driving awareness among target audiences. The case study successfully showcased CVS Media Exchange’s impact and was leveraged in social campaigns to increase visibility and engagement with prospective clients.
Sell Sheet
Problem
Marketing teams generate leads, but sales teams need clear, compelling tools to convert those leads into quality customers. Without alignment, messaging can feel disjointed and dilute the value of a brand’s offerings.
Solution
I collaborate closely with sales teams to identify the most resonant value propositions and translate them into engaging sell sheets. Each sheet clearly communicates the outcomes a brand helps its target audience achieve, ensuring marketing and sales share a cohesive narrative throughout the customer journey. The sell sheets strengthen alignment between marketing and sales, improve lead-to-customer conversion, and clearly position the brand’s value for target audiences.
Audio/Video Production
From concept to final cut, I led everything from assembling the team to filming and editing when needed.
Problem
In today’s evolving digital landscape, audiences increasingly expect multimedia content, and brands without it risk losing engagement and credibility.
Solution
I incorporate audio and video content into content strategy mixes, creating formats that meet audiences where they are and align with their preferred ways of consuming information. This approach builds credibility while generating a library of reusable touchpoints for marketing, thought leadership, and audience engagement. Multimedia content strengthens audience connection, diversifies engagement channels, and enhances the brand’s authority across formats, supporting broader content strategy goals.