Strategy

 

Spin-Off Brand Architecture & Stakeholder Research

Goal: Identify messaging strategy, positioning & brand roll-out communications plan for MasterBrand Cabinets

Details: With four distinct audience sets and a multitude of stakeholders, MasterBrand needed a unifying vision to define a clear path forward for the business.

I assembled a team of researchers, planners and channel experts to lead a series of interviews that would inform brand architecture and positioning & communications roll-out. We leveraged dozens of interviews, industry trends and consumer surveys to identify product hierarchy and key touch-points for the organizational spin-off.


Performance:

  • Conducted 27+ stakeholder interviews

  • Identified a 6 month roll-out strategy to meet investors, internal stakeholders, primary customers and dealer network marrying message strategy and key actions across their consumer experience

  • Drove industry visibility of over 10 million impressions, maintained key audience consumer satisfaction scores, and maintained sales performance through brand transition

Digital Audit

Goal: Create a foundational document auditing all digital channel efforts against industry insights, opportunities, and trends; providing clarity on progress and needed optimizations.

Details: From the start, I wanted to ensure the process felt collaborative, a celebration of Acuity’s work to date while operationalizing Bader Rutter’s in-house experts to push the work forward. I built the strategic outline, identified the team, onboarded and coached experts across UX, Development, Marketing Automation, Social Strategy, SEM/SEO, and Public Relations as they audited the client’s approach across channels.


Performance:

  • 1,100 hours invested in the digital future of Acuity

  • 130 page audit providing strategic clarity across 8 key channels

  • 32 newly identified optimizations and prioritized work

Crawl.

Walk.

Run.

 

Path to Purchase

Goal: Provide a visual tool for the sales team to better articulate and educate prospective and current clients on the changing approach of online shopping.

Details: By compiling industry research and consumer behavior reports, I was able to harmonize ARI’s product suite and business goals in one engaging infographic.

The infographic has become a cornerstone of ARI’s approach to sales conversations, managed digital services and product updates.


Performance:

  • Conducted more than a dozen internal trainings to elevate sales team digital experience

  • Leveraged as white paper thought leadership driving hundreds of on-site contact form submissions

  • Leveraged as sales tool that drove nearly $4.5m in revenue on ecommerce site

Channel Mapping

Goal: Align internal teams across John Deere with data and researched back insights about audience channel usage, empowering better campaign decision making.

Details: Given the breadth of products and services offered, John Deere had a myriad of audiences to understand and communicate with. Leveraging quantitative and qualitative research, channel surveys, and audience feedback loops, I worked to create a simplified customer channel map that empowered leadership to make cadence, priority, and budget decisions across campaigns.


Performance:

  • Enabled media buying agency to perform strategic testing

  • Confirmed journey and audience actions across placements for better conversion efficiency

  • Senior leadership requested customer mapping be presented across global divisions

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Data Driven Insights

Goal: Remain competitive in a crowded platform by driving innovation and curating a test and learn approach.

Details: My social strategy team at EP+Co. partnered with Pinterest to align product details to visual search results, specifically looking to see how products featured in this view performed against on-site actions and in-store purchases.


Performance:

  • New placement saw an increase of 250% conversion over static placements

  • Increase time on site by more than a minute for visual search audiences

  • Audiences were 3x more likely to make a purchase in-store within 30 days than static audiences