Dynamic Marketing Communiqué

Discover how this “Marvel” made complex science and tech concepts relatable to her target audience! [Monday: Marketing Marvels]

March 4, 2024

Have you ever wondered how tech firms are marketed to target audiences? 

Scientific and technological ideas can be quite tricky to understand. Due to this, making such concepts relatable to target audiences requires an immense amount of creativity. 

One marketer understood this challenge quite well. In fact, she came up with creative ways to effectively market complex scientific and technological concepts to her target audience!

Her name? 

Katrina Craigwell!

Photo from Adweek

Craigwell earned her International Relations and Languages degree from the University of Toronto. She also has a certificate in Digital Marketing from New York University.  

Craigwell is currently the Managing Director and Product Lead for Chase Sapphire Credit at JPMorgan Chase & Co. Prior to taking on her current role, she was marketing executive at Meta and General Electric (GE).

Ever since, science and technology have consistently played a central role in Craigwell’s career. Her previous stints at Meta and GE helped her become the leader she is today at JPMorgan Chase & Co.

In her previous roles, Craigwell used visual storytelling and social media in promoting science and tech firms. For instance, she utilized Instagram to display giant innovative jet engines. Meanwhile, she used Vines and YouTube to upload science experiments that featured the firms she worked at.  

Aside from those strategies, Craigwell involved her audience in her marketing efforts because she believed doing so would make a brand more relatable and approachable.

In fact, during her time at GE, Craigwell came up with marketing campaigns that enabled her target audience to directly interact with the firm. 

In one of those instances, Craigwell gave her audience a glimpse of what GE does in the aviation sector. Dubbed the “#GEInstaWalk” campaign, a group of individuals were given an exclusive tour of a jet engine test facility in 2013.  

48 hours after the event, the firm got over 200,000 social media impressions once campaign photos were published.

Photo from GE Instagram

As a result of her marketing efforts, Craigwell has received numerous awards from reputable publications and organizations. These include Forbes, Digiday, Adweek, AdAge, and The Advertising Club of New York.

So, what are the lessons you can learn from Craigwell’s career and track record?

  1. Customer involvement is key.

    Placing customers at the forefront of marketing efforts will enhance your brand’s ability to cultivate engagement and customer loyalty.

  2. Social media is a crucial element of a brand’s marketing efforts.

    Nowadays, a brand’s marketing efforts hinge on the adept use of social media platforms.


    This is because social media has become a vital tool for reaching and engaging with target audiences, enabling brands to build awareness and generate sales.

  3. Proper execution is extremely important.

    Sometimes, ideas don’t turn out as expected when they are implemented. To ensure that the desired outcomes are achieved, it’s important to give enough attention to execution as well.

  4. Love what you do.

    For Craigwell, it’s important to find joy and love in what you’re doing since these are significant factors to success.

Overall, marketing complex science and tech concepts to the public is quite challenging. Craigwell tackled this daunting task by using the power of visual storytelling to capture the attention of her target customers. She also utilized the power of social media to reach her audience.

In the end, her unique and creative approach delivered exceptional results for the firms she has worked with.

So, if you want to promote a brand that belongs to a complex field, keep the insights we shared in mind! These will enable you to increase your brand’s visibility and engagement rates.

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you find this week’s topic interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu
Head of Special Projects
Valens Dynamic Marketing Capabilities
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