PTO EXCHANGE (BNFT)

How We Executed This Project

Conducted a full audit of content and social channels to identify messaging gaps and opportunities to better align with customer pain points and product value.
Developed a content strategy and social media strategy that amplified PTO Exchange’s unique positioning and clearly communicated its value proposition to HR and benefits decision-makers.
Collaborated cross-functionally with design, PR, and marketing teams to create unified, GTM-aligned campaigns that increased brand visibility and supported product awareness goals.
Created messaging frameworks and talking points for executive thought leadership and conference appearances to position the CEO as a category voice.
Produced lead-generation content (SEO blog posts, ebooks) informed by customer trends and search intent, designed to move prospects through the funnel.
Created sales enablement and customer success content and held trainings for employees
Created full-funnel paid and organic social content tailored to HR audiences across LinkedIn, Facebook, and Twitter.
Trained internal teams on employee advocacy, social selling, and brand amplification to support broader GTM efforts.
Led GTM motion for mobile app launch, executing an omnichannel marketing campaign across the marketing funnel.
Managed the content calendar and ensured consistent, strategic publishing across channels.

Outcomes

Doubled social audience by clarifying messaging and optimizing channel strategy.
Increased blog production by 185% YoY, aligning content with high-intent keywords and customer education needs.
90% mobile app adoption from existing customers.
Increased MQLs and conversions by 30% through targeted lead-gen content and gated assets.
60+ thought leadership placements in top-tier HR publications (e.g., TLNT, HR Benefits Pro).
Achieved page-one SEO rankings for strategic keywords related to PTO and employee benefits, driving consistent inbound interest.
Supported partner marketing by creating guest content that reinforced product differentiation.

Company Background

PTO Exchange is a seed startup based in Woodinville, WA. PTO Exchange is a benefits platform that turns unused paid time off (PTO) hours into liquid assets that can be converted into things employees value – retirement accounts, student loan repayment, travel awards, charitable causes, and more.

Problem

Due to competing priorities and the size of the marketing team, PTO Exchange was unable to prioritize its content and social channels as it desired. Due to inactivity on its blog and social channels, PTO Exchange felt like it was losing its position in the industry and lacked brand awareness.

Solution

We came in as PTO Exchange’s fractional content marketing manager, building and maintaining its content.

“When we hired Alexa, we were just trying to get our socials and PR to work more efficiently together. Being a startup company and having contracts with companies and individuals to support your marketing initiatives can sometime go terribly wrong. Alexa brought her experience with a very collaborative and solutions-oriented approach to all the other stakeholders and has been instrumental in getting our company’s message out. She has helped us get back in front as the thought leader in the category that we created. She has spent time making sure we don’t send out mixed messages and doubled our social engagement within ninety days. Alexa has always been available to answer questions or just jump in and help. The professionalism she has in her work shows through in her client’s marketing and social media campaigns.”

— Rob Whalen, CEO @ PTO Exchange