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
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