Thought Leadership: Insightful Expertise for Actual Pain Points

I developed the following thought leadership campaigns to position Sterling as trusted advisors to their clients These projects demonstrate my ability to create engaging, data-driven multichannel initiatives that build trust and generate leads.

Hiring reimagined for Industrials and Retail

While department leads created the foundational Hiring Reimagined asset, I specialized in developing customized, cohesive campaigns for the Industrials and Retail sectors, maintaining brand unity across their diverse needs.

Hiring Reimagined derivative report with a focus on the Industrials industry
Hiring Reimagined derivative report with a focus on the Industrials industry
Sample spreads from Industrials Hiring Reimagined derivative
Sample spreads from Industrials Hiring Reimagined derivative
The Industrials industry used hiring and job seeker data to help our demographic understand the challenges of both groups. The tone for this vertical was more pragmatic and straightforward than the core anchor asset.
The Industrials industry used hiring and job seeker data to help our demographic understand the challenges of both groups. The tone for this vertical was more pragmatic and straightforward than the core anchor asset.
The first carousel designed to raise awareness of the report. The call-to-action slide lead viewers to a gated landing page where they could enter their info to download the asset.
The first carousel designed to raise awareness of the report. The call-to-action slide lead viewers to a gated landing page where they could enter their info to download the asset.
This carousel was a follow-up to the first carousel. It aimed to compliment the first while offering a fresh perspective and information.
This carousel was a follow-up to the first carousel. It aimed to compliment the first while offering a fresh perspective and information.
Hiring Reimagined derivative report with a focus on the Retail industry
Hiring Reimagined derivative report with a focus on the Retail industry
Sample spreads from Retail derivative
Sample spreads from Retail derivative
The Retail industry provided data from large, medium, and small organizations to help our demographic understand that each subset had different priorities. The tone for this vertical was warmer, friendlier, and more approachable than its Industrials counterpart.
The Retail industry provided data from large, medium, and small organizations to help our demographic understand that each subset had different priorities. The tone for this vertical was warmer, friendlier, and more approachable than its Industrials counterpart.
This information was highly requested by our Sales team and clients, as the former want to know how they compare to their peers. We promoted this page as a standalone asset.
This information was highly requested by our Sales team and clients, as the former want to know how they compare to their peers. We promoted this page as a standalone asset.
Retail carousel designed to raise awareness of the report. The call-to-action slide lead to a gated landing page where users could enter their contact info and download the report.
Retail carousel designed to raise awareness of the report. The call-to-action slide lead to a gated landing page where users could enter their contact info and download the report.
Collected Retail assets, including landing page and e-signature
Collected Retail assets, including landing page and e-signature
Samples for Industrials and Retail campaigns, side by side
Samples for Industrials and Retail campaigns, side by side
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
Gig carousel
Gig carousel

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop

Content: Angelina Derajtys and Randi Siegel

Creative Direction: Deborah Knapp, Jamie Cerino, Angela Stelle

HCLS Benchmark Reports

Since Healthcare and Life Sciences  (HCLS) was one of Sterling’s largest industries, I developed annual campaigns that addressed the specific challenges of its four Centers of Excellence (COEs).

Healthcare & Life Sciences report for 2023
Healthcare & Life Sciences report for 2023
Sample spreads from HCLS 2023 Benchmark report
Sample spreads from HCLS 2023 Benchmark report
To address the unique requirements of each audience, my team divided our trend and data analysis into four segments, each corresponding to one of four healthcare centers of excellence.
To address the unique requirements of each audience, my team divided our trend and data analysis into four segments, each corresponding to one of four healthcare centers of excellence.
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
While visually consistent with the first carousel, the follow-up delivered targeted messaging for contingent workers.
While visually consistent with the first carousel, the follow-up delivered targeted messaging for contingent workers.
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Healthcare & Life Sciences report for 2022
Healthcare & Life Sciences report for 2022
Spreads from HCLS 2022 Benchmark report
Spreads from HCLS 2022 Benchmark report
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero.
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero.
Samples from 2022 and 2023 HCLS Benchmark campaigns
Samples from 2022 and 2023 HCLS Benchmark campaigns

Job Details

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Angelina Derajtys

Creative Oversight: Deborah Knapp, Jamie Cerino, Angela Stelle

E-Books for the Gig Industry and I-9 Employment Eligibility Authorization

These ebooks illustrate my capability to render complex data into accessible, dynamic content, spanning topics from the gig economy to specific government forms.

The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
Spreads from the mini-ebook. I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
Spreads from the mini-ebook. I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
Standalone paid ads to promote the e-book.
Standalone paid ads to promote the e-book.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
Despite a marketing restructure that halted the three-part ebook series, the cover mockups demonstrate design consistency across diverse subject matter.
Despite a marketing restructure that halted the three-part ebook series, the cover mockups demonstrate design consistency across diverse subject matter.
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
I-9 Slides
The following year, I updated a slide with new legal information. I used a related image to visually connect the updated version to the original.
The following year, I updated a slide with new legal information. I used a related image to visually connect the updated version to the original.

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop, Visme

Content: Alanna Diffendal, Cindy Clinton, Tanya Bryson

Creative Direction: Deborah Knapp, Jamie Cerino, Angela Stelle

Benchmark Campaigns for Technology and Business Services (TBSG)

I directed the visual strategy and mentored my team members  to produce a multi-industry benchmarking campaign for the Financial Business Services, Technology, and Staffing Industries.

I designed the FinBiz Benchmarking report to align with Sterling’s brand while being unique and adaptable for other industries.
Sample spreads from FinBiz benchmark report
I designed an adaptable slide template for multi-industry use, enabling clear data presentation despite undefined content.
Another example of my strategic design of customizable slides for clear data communication with variable content.
My goal was to design a flexible table that not only presented diverse data but also offered a seamless, pleasant skimming experience
Due to resource constraints, I had to quickly train a junior designer on how to create data-rich, thought leadership pieces. I was grateful to mentor my coworker, Reilly, on the Tech adaptation of the trends report.
I coached Reilly on how to adapt existing layouts to fit the content for the Tech industry. She did an excellent hob sourcing photos that were right for the vertical and had a cohesive color story.
Reilly and I worked together to leverage existing carousel designs to create social promotion for the Tech report.
Sample assets from TBSG campaign, including animation for Staffing vertical.

Job Details

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Graphic Design: Reilly Marzen

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Randi Siegel

Creative Direction: Deborah Knapp