Accomplishments

Successfully built four new departments with collaborative ways of working

Successfully built four new departments (Integrated Marketing, Creative Services, Marketing Planning, and Digital Shared Services) with a focus on collaboration and efficient and effective ways of working.

Created a "Center of Excellence" model

Created a new shared-service department to offer digital creative services, paid media management, and email strategy and planning for the company and multiple sister brands.

Generated $27M in total sales & about $11M in delivered profit

Oversaw strategy and execution for a campaign which brought new contractors into the GAF Certification Group.

Surpassed sign up goal by 17% and generated $10M revenue

Oversaw an integrated campaign which resulted in surpassing the goal of sign ups for a new program by 17% in 2022, and resulted in $10M revenue.

Exceeded new product sales targets by 11%

Directed marketing teams responsible for launching 30+ new products a year, and coached teams on differentiated positioning; contributed to exceeding sales targets by 11%.

Established brand strategy and positioning for 10 new brands

Streamlined 40 independent brands into 10 brands; crafted differentiated positioning; developed tools to help identify products under each brand; and created branding standards, storylines, messaging, and visuals for the remaining 10 brands.

Increased brand leadership scores by 15%

Developed the first storm-response marketing strategy and campaign which resulted in 118- 483% more interest in GAF contractors and a 2% - 15% increase in brand leadership.

Trained sales teams located throughout the world

Produced training approach to teach sales teams located around the world on new product launches.

Reduced paid search costs by 50%

Reduced paid search cost per click by 47% and cost per conversion by 50% through conversion optimization and tagging within five months of taking responsibility for paid media.

Achieved record-breaking webinar sign ups

Tested a new webinar paid media approach which resulted in 200% more sign ups for webinar class.

Created the Market Intro Process for North America

Developed the Company's first market introduction process which covered every aspect of a product launch.

Increased campaign activation speed by 80%

Revamped new storm campaign so activations are live within one day after a storm hits versus five days.

AWARD-WINNING

Three American Design Digital Campaign Awards.
Electrical Distributor “Best of the Best” award for integrated marketing campaign.
North America Quality Improvement Competition winner for best product launch.
Top-three marketing planner worldwide at Philips Lighting.
GAF Presidential Award Runner Up.