Adobe Creative Cloud

2021 – Present

Director of Content Strategy | Content Writer

Approach

Over the past several years, Adobe’s digital events team has undergone a dramatic transformation, evolving from a hybrid, community-driven model to a fully digital production powerhouse. The goal remained clear: to build authentic, engaged, creative communities in a virtual space. Alongside evolving product priorities, shifting KPIs, and a growing audience, we continually refine our approach to balance compelling storytelling with measurable performance.

Strategy

We created a diverse portfolio of digital programming tailored to specific audience segments and aligned with various Adobe products at different stages of the sales funnel. This approach resulted in high engagement and strong alignment with Adobe’s go-to-market goals.

Creative Connections

More than webinars, these were curated experiences designed to build trust, spark inspiration, and foster community. By blending education, entertainment, and storytelling, we helped creative professionals see themselves in Adobe’s ecosystem—and showed how the tools they love can scale their vision.

Key Strategy Elements

We design high-touch programs that blend education, entertainment, and real-world product use.

Program Variety

  • Live software demos, interactive challenges, and games featuring cash and software prizes

  • Focus on engaging, educating, and inspiring the audience while encouraging activation and adoption

  • Integration of entertainment and education surrounding Adobe tools, software, and workflows

    Partnerships

  • Collaboration with top industry leaders such as The New York Times, Hulu, Paramount, Apple, the NBA, Nickelodeon, Sprinkles Cupcakes, and dozens of others

  • Showcasing real-world applications of Adobe products through thought leadership sessions and creative case studies

Key Team Achievements

  • Produced over 100 live digital events, averaging 1,500+ attendees per event.

  • Achieved a 45% increase in live webinar attendee engagement year-over-year.

  • Influenced over $500M in pipeline, generating 37k MQLs and driving a 45% MQL conversion rate.

  • Enhanced purchase intent, with 57% of attendees stating they were "very likely to purchase Adobe products" after attending.

Rachel Elnar, Sr. Creative Producer, Digital Events, Creative Product Group, Adobe

“Jordan’s constant advocacy for the audience and her ability to craft engaging content for events makes her one of my most trusted creative pushback partners to strengthen ideas, innovate with breakthroughs, and develop better outcomes.

Jordan Hall is my go-to for every event title, copy block, and content strategy.”

My Role

As Engagement Producer and Director of Content Strategy, I led the strategy, content development, and community engagement efforts, including:

  • Crafting impactful event titles, abstracts, and descriptions tailored to specific audience needs

  • Developing scripts, interactive elements (e.g., games and trivia), and chat engagement strategies

  • Cultivating a connected, engaged community through immersive digital experiences

As Director of Content Strategy, I now lead the next evolution of Adobe’s digital events, merging Creative Cloud and Document Cloud webinars into a unified, high-impact journey. This strategic shift maximizes alignment and engagement across Adobe’s ecosystem, influencing purchase decisions and driving global results.

Key Collaborators

Rachel Elnar

David Carr-Berry

Nathaniel Beltz

Heather Lynn

Betsy Ambrose

Lisa Fraser

James Blechinger

Layne Arnold

Julie Manthey

Michael Craddock

Silver Tran

Michelle Taylor

Stoke (Agency)

Adobe