MEG ESJA MATICH

Meg Esja Matich

Brand Strategy & Integrated Marketing

Reykjavík, Iceland❤︎ Relocating to Stockholm ❤︎+354 761-1775meg@meglenska.islinkedin.com/in/meganmatich

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Summary

I’m a translator at heart – of Nordic languages – and this practice of critical reading has brought me equal success in marketing. Both fields call for forensic attention beyond what abstract research can tell you; thinking deeply in a sustained way, across time and space and languages, is my strongest muscle.

Forensic investigation has helped me build brands and GTM programs. As one small example at NetApp, I created the Innovation Hour video series to showcase extraordinary work by our developers, appealing to our technical end users' sensibilities. At DI Squared, I worked in lockstep with partners and analysts to build a brand-boosting IDC program that spoke to both hands-on data teams and the executives who sign off on large B2B purchases.

In strategic marketing, I’ve built and written for a travel magazine that drew 50,000+ visitors in its three months; led New York Times and Wired sponsored storytelling; and created a pay equity knowledge center and brand system that contributed to 12× web growth at PayAnalytics. At NetApp, my programs influenced $1.1B in pipeline and supported 167% YoY growth in Cloud.

Work

DI Squared, Iceland/Remote

Marketing Director

09.2024 – 05.2026

Built DI Squared's marketing function from the ground up, repositioning it from software reseller to a white-glove data and infrastructure consultancy with strong technical expertise.

  • With 95% of business through referrals, conducted a 60-point journey analysis to identify gaps, then used the findings to design the company’s first integrated marketing strategy and drive 300% web traffic growth.
  • Led an IDC thought leadership program, turning third-party authority into a demand gen channel, bringing in 90+ BANT-qualified leads.
  • Built repeatable multi-channel models to scale programs as we grew; worked with practice leaders, trained junior staff, and doubled LinkedIn following in six months.
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PayAnalytics, Iceland

Senior Content Strategist – Brand & Demand

05.2023 – 05.2024

I helped a fast-growing Nordic SaaS scale-up make the business case for companies to adopt its pay equity and workforce analysis software, building its voice-and-values brand and turning regulations and domain expertise into educational resources that contributed to 12× web traffic growth.

  • Created a 70-page brand and editorial guide to codify PayAnalytics’ domain expertise into a shared positioning, voice, audience, and messaging system, working with founders and in-house experts to articulate the company’s unique value to pan-European and North American buyers.
  • Led end-to-end thought leadership program, translating deep research into buyer education that strengthened brand credibility and market authority, contributing to 12× web-traffic growth and Innovation Award recognition.
  • Built the scalable execution framework for the program, managing contractors and agencies and training staff; cut publication time from weeks to hours and doubled social following in six months.
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NetApp, Iceland (01.2019 – 05.2023)

Product Marketing & Content Strategist – Google Cloud

2022 – 2023

Led content marketing for NetApp’s Google Cloud partnership, translating complex technical capabilities and customer needs into clearer product narratives and opportunities for install base growth.

  • Developed messaging frameworks for complex technical use cases, working across Partner and Product Marketing, Customer Experience, and Professional Services to align product stories with sales motions.
  • Surveyed 100+ customers and analyzed install base responses to identify opportunities to improve user experience, increase adoption, usage, and upsell.
  • Turned customer research into product strategy, partnering with IDC on a Business Value Study and with Professional Services to shape NetApp’s consulting offerings around emerging customer needs.
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Brand Marketing & Content Strategist, Reputation-to-Revenue 

2020 – 2022

Asked by Director to join new Reputation-to-Revenue team for global brand refresh, helping reposition NetApp from data center provider to cloud-centric business. I developed brand programs that influenced $1.1B in pipeline, supporting 167% YoY growth.

  • Reoriented NetApp’s content strategy around buyer needs, analyzing audiences and buying committees to build the content, messaging, and thought leadership to establish authority and influence complex B2B decisions.
  • Built and led integrated programs from awareness to intent, selecting and managing agencies and freelance specialists across writing, design, and video; grew to 156,000 new visitors in six months, 2.3% conversion, and 9.3% direct-to-revenue-stream traffic from content.
  • Developed brand-building programs with The New York Times, NPR, and Conan O’Brien, reaching previously untapped audiences through “big swing” channels.
  • Partnered with Sales and Learning Services to turn positioning into internal education, building training and decks to support global sales teams in articulating NetApp's identity and portfolio.
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Managing Editor – Product Marketing & Partnerships – AWS, GCP, Azure

2019 – 2020

Recruited by the Director of Go-to-Market for cloud products, I shaped the editorial strategy and governance for NetApp’s partnerships with AWS, Azure, and Google Cloud and built the company’s first centralized global publishing pipeline.

  • Acted as editorial gatekeeper for senior SMEs, making final decisions on what to publish externally and on internal sales channels, while managing external agencies across paid and owned properties.
  • Developed editorial guidelines and content standards that defined how customer needs and perspectives were reflected across NetApp’s global cloud product content.
  • Partnered with the Office of the CTO on thought leadership, positioning NetApp as a cloud authority during its early brand transition.
  • Led the global selection and adoption of content and project management (martech) systems, defining requirements, evaluating vendors, and partnering with the Marketing Technology Office through implementation.
See the case studies →

Meglenska (Translation, Writing, Production, and Branding), Remote

Founder & Creative Director

2013 – Now

As founder, I provide editorial leadership, brand strategy, and storytelling for technology, publishing, and cultural clients. I also translate literature. Work has earned Microsoft awards for clients and recognition from Fulbright, Harvard, Columbia, and the NEA.

  • Published seven books as translator and author, earning praise from Oprah Magazine and The New York Times
  • Served as editor-in-chief of a travel magazine that attracted 50,000 visitors in its three months.
  • Led writing and editorial for technology and publishing clients including Insight, Macmillan, Routledge, and Seeq.
  • Co-founded and produced a quarterly immersive poetry-based theatre show in Reykjavík, managing a 70+ person cast and crew and attracting audiences of 100+ per show.

S&P Global, New York

Copy Editor / Asst. Copy Editor – Latin America

2011–2012 | 2015–2018

Referred by the Managing Editor into a high-volume, time-sensitive editorial operation at a leading global financial services company. Published 1,500+ assets in a year—the highest volume on the team.

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