Wendi Boyett | Content Portfolio
Brand Voice and Editorial Strategy • Demand Generation • B2B, SaaS, and Enterprise
As a senior marketing content manager and copywriter with 15+ years of experience, I translate complex ideas into clear, distinctive, and conversion-driven content that performs across channels and audience types. Trusted by executive leadership and cross-functional teams to define editorial standards, scale content systems, and protect brand voice at every touchpoint, including AI and LLM-driven discovery.
Brand and messaging →
Campaigns and demand generation →
Thought leadership and sales enablement →
Audience development and retention →
Brand and Messaging
Illumia Brand Launch
When Transact Campus and CBORD merged, it meant redefining the brand across every dimension: name, identity, voice, and positioning.
I was part of a small team that shaped Illumia from its earliest stages, contributing to decisions that defined how the brand would look, sound, and show up in the market. I helped develop the messaging framework that became the foundation for all content, creating a clear, unified narrative across products and audiences.
For launch, I translated that strategy into the new website, writing the core pages that introduced the brand, clarified its value, and guided users through a newly unified company.
Blue Streak Website Refresh
Positioning a regional carrier through a full web overhaul
To support Blue Streak’s goal of becoming a leading southeastern regional carrier, I led a complete website redesign in close partnership with executives and stakeholders. A key objective was to position the company for growth—both geographically and across a broader range of industries.
As Blue Streak expanded beyond its roots in banking, I developed the messaging framework to reflect that evolution—reframing the company’s services to resonate with a more diverse customer base, including medical labs, restaurant suppliers, and legal firms. This foundation guided the site’s structure and clarified how the company’s value was communicated.
I executed the work end to end—writing all copy, creating visual assets, and building the site—ensuring a cohesive experience across content, design, and user flow. The result was a more focused, scalable digital presence that supported expansion and strengthened the company’s positioning.
CBORD Website Refresh
Repositioning an established brand through web experience
In 2024, CBORD underwent a brand and website refresh to modernize its positioning and better reflect its evolving product suite. I was part of a small, cross-functional team leading that effort, with all website copy developed by me and one other writer.
I helped translate the updated brand direction into the site experience—writing core pages, refining messaging, and creating a more cohesive narrative across products and audiences. The work focused on improving clarity, strengthening positioning, and making a complex set of solutions easier to understand and navigate.
Campaigns and Demand Generation
Momentum Annual User Conference
Channels: Email, Social, Blog
As the content lead for Momentum, the annual user conference for Illumia, I helped drive a 150% increase in registrations—growing attendance from 400 to nearly 1,000—through targeted messaging and an integrated campaign across email and owned channels.
This is a favorite campaign of mine; the Nashville theme allowed for more playfulness and personality in the copy than a typical B2B campaign, and the response reflected it.
Executive Research Campaign
Channels: Web, Email, PR, Webinar, Social, Paid
As part of an Illumia campaign targeting finance leaders in higher education, I worked with the product marketing team to create assets that exposed gaps in visibility across payments. This benchmark report was paired with an interactive assessment to uncover where hidden inefficiencies are draining resources and where the biggest opportunities lie for schools to recover lost revenue and strengthen payment performance.
2025 Illumia Benchmark Report on Payment Visibility in Higher Education
Targeted Campaign and Sales Enablement
Driving adoption of mobile credentials in higher education
This CBORD campaign focused on a defined list of colleges and universities without mobile credential capabilities, targeting card services and IT directors. I partnered with the growth and design teams to execute a coordinated, multi-channel campaign aimed at educating this audience and generating demand.
I developed content across key assets—including a blog post, email sequence, and webinar—creating a cohesive narrative from initial engagement through consideration. I also translated that messaging into sales talking points, helping ensure consistency between marketing and sales conversations.
The campaign generated multiple sales-qualified leads, demonstrating strong alignment between audience targeting, content strategy, and business goals.
Thought Leadership and Sales Enablement
White Paper
From Technical Draft to Executive Narrative
This paper explains how Transact Exchange addresses the limitations of outdated data transfer methods. I partnered with the original author of a highly technical draft to reshape the content for a higher education audience, clarifying complex concepts, strengthening the narrative, and ensuring the material spoke to institutional priorities and decision-making needs.
Case Studies
As senior content manager at Illumia, I worked cross-functionally with design, product, and partner teams across multiple business lines to create sales collateral and enablement materials, including multiple case studies.
Thought Leadership Article
This ghostwritten article, published in Campus Dining Today (NACUFS), positioned a senior business development leader as a voice in campus dining technology while elevating the CBORD’s presence in the higher education foodservice space.
Working from an initial outline, I shaped the piece using a combination of her perspective and my own product and industry knowledge—ensuring the voice felt authentic while translating complex concepts into clear, engaging content for a specialized audience. The article’s publication confirmed the strength of both the narrative and the voice.
Audience Development and Retention
CBORD Learning Connection
Retention and Upsell
Built from scratch and managed for four years, this quarterly newsletter targeted existing clients with content designed to drive awareness and adoption of learning subscriptions—a professional services upsell opportunity.
The newsletter became a consistent, low-friction touchpoint in the customer journey, demonstrating that well-timed, relevant content can move existing customers further down the funnel without a hard sell.
Blue’s News: Monthly Newsletter
Retention and Upsell
Built and managed a quarterly newsletter for five-plus years, nearly tripling readership over three years through consistent, relevant content focused on industry education and service awareness.
The newsletter became a trusted touchpoint for existing clients, keeping them informed and engaged while creating natural opportunities to introduce additional offerings.
