Turning Strategy Into Measurable Growth
The work I enjoy most starts with a business challenge, not a marketing tactic.
Throughout my career, I’ve helped organizations enter new markets, strengthen customer relationships, launch products, develop channels, improve customer experiences, and create new opportunities for growth.
The examples below show how I approach that work—understanding the challenge, finding the opportunity, building the strategy, and turning it into action.
Business Development & Customer Engagement
Turning Customer Engagement Into Business Growth
$74 Million in Demand Generated | $8.3 in New Business | $33 in Existing Customer Growth
events
Customer Focused
Product Launches
Business Development
Trade Shows
Industry
Manufacturing and Distribution
Services
Demand Generation, B2B Marketing, Event Strategy, Planning and Execution
Year
2021-2025
The Challenge
Business development events were already an important part of the customer relationship, but attendance alone wasn’t enough. We needed to create experiences that strengthened relationships while also generating meaningful opportunities for the sales organization.
The Approach
I helped develop a more strategic approach that connected audience targeting, customer experience, manufacturer participation, sales engagement, follow-up, and measurement.
Rather than treating each event as a standalone marketing activity, the goal was to make it part of a larger business-development process.
The Impact
Results
$74M
Demand Generated
$8.3M
New Business
$33M
Existing Customer Growth
Product & Market Development
Building a New Business From the Ground Up
New Product Category | New Distribution Channels | Accelerated Growth
One of the experiences that shaped how I think about marketing was helping build and launch an entirely new beverage division within an established manufacturing company.
There was no existing playbook.
Client
Manufacturing Company
Industry
Beverage Equipment
Services
Product Development, Product Marketing, Brand Strategy, Pricing Strategies, Market Penetration, Retail Packaging
Year
2012-2015
The Challenge
Entering a new market required much more than promoting a new product. We needed to understand the opportunity, establish the brand, develop the product offering, determine pricing and positioning, create distribution, equip sales, and generate demand.
The Approach
I helped connect those pieces into a comprehensive go-to-market strategy spanning product development, brand positioning, packaging, pricing, sales tools, public relations, channel development, digital marketing, and customer acquisition.
As the market responded, we continued learning and adjusting the strategy.
Results
9 Months
To Exceed Goals
100%+
Growth
New Channels
Established
More Examples of Strategy in Action
Not every meaningful marketing challenge becomes a large case study. These projects represent additional examples of identifying an opportunity, developing an approach, and measuring what happened next.
Innovative Direct Mail Campaign
Custom Homebuilders | 40% Response Rate
$20M Demand Generation
$8M New Business
PR Campaign: Beverage Product Launch
Articles in Top 3 Trade Magazines
Signed Top 3 Retail Channels
Highlighted by Industry Leaders
Vendor Co-Op Management
20+ Vendor Partners
$1M Annual Co-Op
Multi-Channel Campagin
13,000 Engagements
1,800 Web Leads
$15M in New Opportunities