Challenge

Willo identified a significant gap in traditional hiring practices, where over-reliance on CVs often overlooks candidates' true skills and potential. To address this, Willo invested in developing CV Free, bringing me in to build a comprehensive campaign and brand around the initiative. The challenge is to shift deeply ingrained hiring norms, demonstrate the value of skills-based hiring to organizations, and create clear, compelling messaging that differentiates CV Free from other hiring innovations—all without relying on a dedicated platform.

Approach

I lead the marketing, positioning, lead gen, growth and content strategy for CV Free. This includes managing the internal team and freelancers, guiding content creation, and overseeing the campaign’s strategic direction. I have built onboarding materials, create thought leadership content, and design a personalized, step-by-step onboarding experience using Loom videos and regular check-ins. The strategy emphasizes education and support to encourage adoption and engagement.

Results

CV Free launches successfully with strong initial engagement from participating organizations. I've developed a scalable onboarding process that fosters buy-in and active participation. During the process, I've also created a framework for continuous feedback and iteration, ensuring the program evolves based on user needs and insights. CV Free positions itself as a leading initiative in the movement toward skills-based hiring.