Gabrielle Wathen

Gabrielle Wathen

Strategic Brand Storyteller & Content Marketer 


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Creative by nature, strategic by practice — I’m a content marketer and brand storyteller with 8+ years of experience translating complex products, services, and customer experiences into clear, compelling narratives that drive understanding, trust, and growth. With a foundation in journalism, I am an innately curious storyteller at heart. I bring an editorial instinct for clarity, narrative structure, and audience empathy.

My work sits at the intersection of customer storytelling, product messaging, and strategic content — helping SaaS startups, founder-led businesses, and emerging technology companies articulate their value in ways that resonate with real audiences. Across agency, in-house, and consulting roles, I’ve developed integrated content programs that translate complex ideas into clear customer value — spanning case studies, webinar campaigns, lifecycle email, website messaging, newsletters, social content, and sales enablement materials.

I do my best work in fast-moving environments with emotionally intelligent leaders who value direct communication, where thoughtful storytelling helps bridge the gap between innovation and real-world impact.

Video Content | Customer Stories + Case Studies

Customer stories have been one of the most consistent threads throughout my career and remain one of the areas I’m most passionate about. I enjoy uncovering the human narrative behind business outcomes — whether interviewing customers onsite, shaping story arcs for video production, or translating success stories into compelling marketing assets. From traveling with creative teams to capture Higher Logic customer case studies to spotlighting learner success stories at Vendition, I’ve helped turn real experiences into clear, engaging narratives that build trust, illustrate impact, and make product value tangible.

At Vendition, I increased YouTube watch time by 63% in 90 days through the development of 26+ testimonial and brand videos. 

At Higher Logic, I conducted customer interviews and produced 10+ multi-format case studies (web, print, video) for sales enablement. I led the development of blogs, e-books, product guides, and digital campaign content distributing these case studies. I also executed promotional content, on-site storytelling, and post-event assets for an annual customer conference with 700+ attendees. 

Vendition YouTube •

Video Playlist: Reviews from Vendition Alumni

This YouTube video playlist features 25 video testimonials from a diversity of Vendition Alumni who landed tech sales jobs upon completing our paid Sales Apprenticeship Program. I spearheaded this video marketing testimonial initiative to elevate the experiences and success of our Alumni while building brand awareness and trust among future Apprentices. I owned process development, video collection, editing, branding, and publication of these testimonials. I absolutely love shining a light on stories like this through video!
Vendition •

Video Playlist: Vendition Career Advisor Spotlights

This YouTube playlist features 4 video interviews with different people from Vendition's team of Career Advisors. This passionate team is on the front lines with our Apprentice candidates providing ample job support daily, but sometimes their hard work operates behind-the-scenes. I decided to shine a spotlight on these team members to boost the visibility of their impact both internally and externally, while strategically managing expectations for future Apprentices. Applicants would often ask, "Who will I be working with next?" and these videos helped answer that question.
Higher Logic •

MTI's Story: Harnessing Community to Digitally Transform

The Metal Treating Institute (MTI) is a nonprofit trade association built to support its members, companies in the heat treating business. Before MTI adopted an online community, it was short on staff, didn’t have an AMS, and its revenue was decreasing. The trade association needed to update its value proposition dramatically to thrive again. That’s where the value of communities came in. This is MTI's digital transformation succes story, featuring exclusive video interview footage with MTI's CEO and Director of Member Experience.
Higher Logic •

SNMMI Rekindles and Sparks Recruitment Among Their Lapsed Member Base [Case Study]

With nuclear medicine and molecular imaging rapidly expanding, it’s critical that The Society of Nuclear Medicine and Molecular Imaging’s (SNMMI) members stay informed about the new therapies, devices, and drugs that are redefining the way patient care is managed. In the past, SNMMI was sending generic “we miss you” messages to members hoping they would renew, but there was minimal strategy behind their marketing actions.
Higher Logic YouTube •

Higher Logic Customer Success Video: EdTA Turns to Online Community in the Wake of Disaster

How can a professional association support its members during a natural disaster? The Educational Theatre Association shared its inspiring story with Higher Logic's team during an on-site interview I conducted in Ohio to help produce this content. In the wake of Hurricane Harvey, Hans Weichhart, Chief Relationship Officer at EdTA, shared that their online community came together to offer help. Hear how they used their tools and resources to support the Texas Thespian Community in the aftermath.
Higher Logic YouTube •

Higher Logic Customer Success Video: American Society of Association Executives (ASAE)

For this case study, the Higher Logic marketing team traveled to the American Society of Association Executives (ASAE) offices in Washington, D.C. to interview leaders on the need for education, advocacy, and community. ASAE's online community, AKA their "town square," is meeting these needs for members. Members are initiating engagement and collaborating, connecting in ways they never have before. Now ASAE is also seeing improvements in volunteering and non-dues revenue.
Higher Logic YouTube •

Higher Logic Customer Success Video: Regulatory Affairs Professionals Society (RAPS)

For this case study, the Higher Logic marketing team traveled to The Regulatory Affairs Professionals Society (RAPS) offices in Washington, D.C. to interview leaders on the impact of their online community. RAPS invested in engagement tools to meet the needs of its member base. Their online community has become a top member benefit, and with marketing automation, the organization has deeper insight into how to meet its members’ needs.
Higher Logic YouTube •

Higher Logic Customer Success Video: Southern Medical Association (SMA)

During my time at Higher Logic, I worked closely with our Creative Director and Graphic Designer to produce case studies reflecting customer success. As a trio, we traveled from Virginia to Alabama and interviewed leaders at the Southern Medical Association to create this story. SMA built a member community of health care providers to recreate their association online. SMA Connect, their online community, provides their members with a way to engage, connect, and support each other 365 days a year, 24/7, as opposed to attending one meeting a year.
Higher Logic •

Higher Logic Customer Success Video: Metal Treating Institute (MTI)

During my time at Higher Logic, I traveled to Tennessee to interview our customers at The Metal Treating Institute. MTI has gone through a digital transformation over the past decade. This trade association relied on its Higher Logic community as a key partner in this process. Before MTI adopted an online community, it was short on staff, it didn’t have an AMS, and its revenue was decreasing. The trade association needed to update its value proposition dramatically to thrive again.
Flockjay •

4 Leadership Lessons from Microsoft Chairman John Thompson [Webinar]

I helped plan, promote, and recap this webinar. Flockjay sat down with John Thompson, Microsoft Chairman of the Board, to discuss the importance of leadership building diverse and digitally fluent teams. John started his career at IBM where he built their software sales business over 28 years, before becoming the CEO of Symantec and Virtana. John became Microsoft Chairman of the Board following Bill Gates’ departure and is now an active startup investor and advisor.
Higher Logic YouTube •

Higher Logic Customer Success Video: Educational Theatre Association (EdTA)

How can a professional association create a meaningful experience for its members? The Educational Theatre Association (EdTA), a professional association for theatre educators, added an online community to its value proposition in 2014. Since then, EdTA has seen its members jump into the Theatre Education Community and create meaningful connections and further each other's careers. During my time at Higher Logic, I traveled to from Virginia to Ohio to interview leaders at EdTA and help produce this customer success case study.