Experience: National brand launch, brand re-positioning, go-to-market discovery and strategy development, brand architecture, brand positioning, competitive analysis, content marketing strategy, website launch, social media strategy, omni-channel brand launch campaigns.

EVOLVE BRAND AS FIRST MARKETING HIRE

•  Build out multi-layered marketing strategy to evolve brand positioning, validate ideal customer profiles with qualitative customer interviews, increase awareness across layered audiences, and deepen engagement amidst strong marketing headwinds
• Design flywheel demand gen strategy grounded in qualitative research and analysis, put framework into action with extensive sale enablement support, and lead positioning to combine brands after acquiring another consultancy
• Support burst capacity hiring and reposition recruitment brand during 2021-F6 2022 boom
• Test and learn iterative approach to organic and paid demand gen campaigns to maximize return from a small budget, stabilize inbound leads amidst economic headwinds L6 2022-2023, and grow new business revenue during the 2024 thaw by 67%+ overall, 60% in marketing sources ($1 M closed won revenue) and 41% in overall inbound ($2.5 M closed won revenue)
• Emerged from depressed economic environment strong—growing Inbound opps pipeline 266% in 2024, including 156% growth in marketing source opportunities and 582% growth in inbound referral and past client opportunities

NATIONAL BRAND LAUNCH

• Goal: Create and launch national automotive marketing brand to dealership clients, Original Equipment Manufacturers (OEM) and auto industry.
• Scope: Discovery research informed go-to-market strategy, brand message, tone, voice, visual identify and brand story. Brand launch timed across launch of digital presence, including website, social, SEO and content marketing. Sales Enablement included sales lyrics, master sales story, core collateral, brand fluency training and support on new product launch. Launch campaigns included outbound email, inbound display ads, social media and event marketing.
• Results: Marketing influence on sales included high levels of satisfaction, engagement and adoption of new brand identity, brand story and sales collateral. Brand launch at national industry trade show resulted in sales qualified leads for over 100 rooftops. Brand awareness outbound and inbound campaigns resulted in sales qualified leads and increased inbound traffic to website towards content engagement goal.

BRAND RE-POSITIONING

• Goal: Improve brand awareness for local media company's digital marketing solutions. Based on surveys identified brand perception problem around diverse marketing & digital portfolio, marketing ROI, knowledgeable and helpful account team. These rolled up into the following brand perceptions: trustworthy, easy to work with, leading marketing services provider.
• Scope: After establishing baseline brand perception metrics, key focus areas and brand performance index established. Strategic initiatives developed based on focus areas and additional primary research planned to measure improvement. Marketing activity included email, content marketing, social media, print and digital display ads and sales enablement support to aide sales staff in telling the brand story.
• Results: Brand performance index score increased from baseline 100 to 124. Increased positive perceptions YOY in unaided brand awareness, digital-focused marketing partner, awareness of digital marketing services, trustworthy, easy to work with, leading marketing services provider.