Having worked in many industries provides me a breadth and depth of experience you won’t get anywhere else. Some may be in your vertical some may not. What I know is that I have applied the same strategic process of discovery to each industry with great success. The process of discovery is the most telling indicator of the success of a project and that is where I excel. So, if you are looking for great solutions, let’s start with great questions.
BB&T / Truist Banking
Video Series - B2B
Challenge: At the height of the 2008 financial crash, sentiment and trust in banks was at an all time low. The challenge was how to regain trust and effectively market to small businesses.
Solution: Develop a video series where bank customers were interviewed about their areas of expertise in several disciplines critical to small businesses: insurance, legal, HR, and real estate. This video series provided unfiltered insights to BB&T’s business clients. The result was a 15% increase in traffic to the small business section of the BB&T website.
Syngenta
SalesForce Sales & Marketing Transformation
Challenge: An outdated sales team was struggling to track communications and opportunities with prospects and clients. Management did not have insight to activities that should be driving sales. Leads were not available.
Solution: Implement SalesForce Sales and Marketing Cloud. The custom built solution created trackable leads and opportunities that came from automated email campaigns. Tracking activities in the websites authenticated space we were able to target and develop rich leads which led to a 12% lift in new business.
Imperial TOBACCO Group (ITG)
Iconic Re-Branding
Challenge: The iconic cigar brand Phillies needed a new campaign to drive awareness in younger (over 21) smokers. The brands average age was nearing 50 and a younger image needed to be created and socialized. There was also no social presence.
Solution: Through a series of pop up events and partnerships with rappers like Snoop Dogg and Two Chains we created high caliber smoke events that cross promoted Snoop Dogg’s Marijuana brand Mary Jane. Through these events we were ultimately able to create significant social buzz that allowed field sales to introduce new SKUs as part of an incentive program created in tandem with retailers. Look for Phillies “The Original Roll Model”. Yes, I developed the new tagline!
Cognizant Consulting
Gaming Company - Martec Stack
Challenge: With over 3 billion players this gaming company is a leader in the industry. Their challenge is how to evolve their marketing stack to provide real time hyper personalized marketing across platforms. They also wanted a buy vs build option as they already had many home gown systems.
Solution: Through the creation of over a dozen key use cases we developed a gap analysis of key functionality that was ultimately needed to deliver the real time personalized communication experience. The end recommendation was to build vs by a Customer Data Platform (CDP) which would allow for real time segmentation and syncing with an activation layer, in this case SalesForce Marketing Cloud.
Syngenta
Global Websites - B2B
Challenge: Global organization with websites in 5 regions needed to have design alignment. Further they all needed to share product databases, images, descriptions, attributes and inventory information.
Solution: Led the initiative to align a design template across sites and account for nuances of each regions nuances. Led a technical Infosys team to develop the rich customer facing database of the company’s portfolio of flowers. With robust segmentation capabilities and live global inventory.
Mural 365 Microsoft Reseller - SaaS
Product positioning
Challenge: An outdated site and messaging were leaving sales flat. Campaign messaging also needed updating along with landing pages.
Solution: Industry and customer research lead to updated key messaging insights. The differentiator in this space was their service. Through surveys we were able to identify customer satisfaction ratings and include them on the site to add credibility to statements. In addition to messaging we redesigned the website to break out their services into manageable bites. mural.cloud
Syngenta
SaaS Applications - B2B
Challenge: Calculating agronomic plans for golf courses and lawn care takes considerable time to determine the right chemical combinations, duration and frequency to maximize efficacy.
Solution: Developing a free SaaS application that instantly calculated an agronomic plan and chemical selection based on zip code, grass type and acreage. These plans then automatically created a purchase list with volume discounts. The result was an incremental lift in sales of over a million dollars.
BB&t / Truist Banking
Offline Attribution - B2C
Challenge: PPC campaigns were not able to track new customers that saw checking account promotions and opted to convert at a branch vs opening an account online.
Solution: We used cookies to track when a person saw an ad but did not convert online. However, when a person converted at a branch and then went to open their online banking, we matched the tracking cookie to them to then attribute the offline conversion to the online advertising.
Imperial Tobacco Group
Exceptional Retailer Growth
Challenge: Retailer SKU count was stalled at 6.5 SKUs per retailer for Dutch Master Cigars. A program was needed to incent retailers to add SKU count. Think of the SKUs as the various flavors of cigarillos.
Solution: In partnership with distributors (who ultimately sell to the retailers) we created unparalleled incentives across other ITG brands. An approach that had never been tried before. with this approach we added 2.5 SKUs on average across retailers. Essentially, giving retailers more of in-demand flavors to take flavors we needed to move.
Razorsync
Product positioning & Acquisition - B2b - Saas
Challenge: RazorSync is a top-rated SaaS software company that helps field service businesses manage their team with automated digital tools. They needed new messaging and campaign strategy to improve acquisitions.
Solution: Took a deep dive into RazorSync’s customer segments to develop tailored messaging resonating with their industry terminology. This email and PPC campaign was accompanied by landing pages and sales process. The result was a158% increase in lead delivery MoM. Increased email open rates by 20% YoY and click rates by 286% YoY with automated, segmented email workflows and campaigns, meeting or exceeding industry benchmarks.
Staub Leadership
Re-Branding - B2B
Challenge: An established leadership development consulting firm was looking to refresh its positioning and branding.
Solution: From Staub Leadership to EQIQ Leadership, Where Passion Meets Performance. EQIQ represents where the emotion quotient and intelligence quotient meet to form a better leader. eqiqleadership.com
Center For Creative Leadership
Saas Application - B2B
Challenge: Non profit organizations in the youth education sector need help with both developing new program plans and having the right leadership skills in place to effectively create and maintain programs.
Solution: Develop an online learning platform that was AI driven. This SaaS application was developed to use AI to culminate dozens of business plans and provide recommendations for program planning and development. The application also used AI to provide bio and nonverbal feedback to leaders based on their delivery and leadership presence.
West Ocean Online Gambling
Acquisition improvements - B2c
Challenge: Online gambling site based in Uruguay needed to both increase acquisition and launch new games into a multi-language global market. The one million player database had no segmentation and was only being emailed to once a week.
Solution: After researching player behavior, game mix and frequency of play I implemented segmented daily emails in four languages. Images we’re also swapped out to better appeal to regional preferences. The end result was an astounding 40% lift in gross revenue.
Syngenta
Branding, positioning and promotion
Challenge: Introducing a new sunflower to big box retailers. Naming, branding and a consumer site needed to be developed. Promotions with the retailers ad publications/flyers needed to be created along with a social media presence.
Solution: Led the effort of consumer research and testing to identify a name, branding and product positioning. Based on final feedback from focus groups the new Sunfinity sunflower and mysunfinity.com were launched in retailers across the country. Selling out of all inventory year after year.
benchmark aerospace
UX site redesign
Challenge: This advanced engineering company has many services and segments it services. Its content was scattered and not well organized on the site, providing a poor customer experience.
Solution: Starting with a deep dive into the business and industry, we quickly identified mismatches in the naming conventions of services and made corrections. From there, we developed a new hierarchy of navigation with input from the organization.
Last, we updated the site UI to align with the new navigation and key messaging that was identified during the discovery phase. Bench.com
razorsync
Website UX - B2b - saas
Challenge: RazorSync needed a new way to demonstrate their product value on their website. This included landing pages to match new campaigns and an overhaul of the website UI.
Solution: Restructure the information on the site to tell a more compelling story. Also write content for specific verticals to better appeal to the nuances of each industry. RazorSync.com