events, campaigns + other projects
customer journey mapping
To create a seamless customer experience, begin by mapping their journey. Scrutinize every touchpoint through a customer-centric lens, illuminating:
Pain points and areas for improvement
Opportunities for personalized engagement
Moments of delight and loyalty-building potential
customer personas
To truly resonate with your audience, understanding your customer is crucial. Developing detailed customer personas allows you to:
Tailor messaging and marketing efforts to their interests and pain points.
Anticipate and address potential objections.
Create personalized experiences that foster loyalty.
Inform product development and improvement.
marketing plans
Collaborative Marketing + Sales Planning: Facilitated workshops for businesses to define their marketing objectives, identify opportunities, and outline an actionable plan that integrates business objectives, customer insights, and market analysis.
the art of relaxation campaign
Our US and Brazilian marketing teams collaborated to create the Art of Relaxation campaign, a seamless multi-channel experience. Through strategically crafted social posts, emails, website headers, and email signatures, we brought the ultimate comfort of the Pitu Chaise Lounge directly to customers, simulating the luxurious experience remotely.
shaw contract nyc showroom tour
Join me and my amazing manager, John Stephens, as we take you on a tour of the stunning Shaw Contract showroom in NYC for Interior Design Magazine.
guest appearance on corenet nyc big apple’s core podcast
As the co-editors of the CoreNet NYC InSite publication, Nick Bornheimer and I talked with Jack Macejka about our process for selecting a theme, writing, editing, directing the creative, and publishing the magazine,
“everything matters” sustainability messaging
Deep into the planning for our 2016 Global Sales Meeting, our marketing team realized we needed a session on sustainability. Even though we didn’t have a lot of time, I felt that we needed something more memorable than just an update, so on a tight deadline, I created the tagline “Everything Matters” to explain that no single attribute was more important than another and show that the comprehensive approach of Cradle to Cradle was the best way to truly be sustainable. During this session, the Director of Sustainability and I explained our simplified messaging to the salesforce and gave them a takeaway tool to remember and retell our story.
education segment branding
These tearsheets represent the branding – Design is Dedicated – we created for the education submarket. The original idea was to create individual tearsheets to address specific areas of focus for our customers instead of asking them to digest a full brochure. The folder served as a vehicle for the tearsheets and outlined the full concept. I learned a lot from this exercise with our agency — primarily, if I don’t understand a theme pretty quickly, neither will our clients. The campaign was still successful, because it gave the sales team bite-sized messages to share while in the field with their customers. This experience taught me to write better briefs, make sure creative fully understands the objective, and to push back when the original concept is not right.
“rule the floor” circle of distinction awards program
The Circle of Distinction Awards celebrates the top salespeople each year with a trip and festivities. The usual agenda for the final gala consisted of each divisional leader saying a few words about the salesperson before distributing his or her award - rewarding for each person for their 60 seconds of fame, but pretty boring throughout the hours-long event.
When asked to take the lead on planning and executing the 2015 gathering, I decided to take a different approach. We structured the script more like the Grammys or MTV Music Awards, and I served (at the request of the divisional leaders) as the host. Of course, everyone loves recognition from their manager, but the real meaning for these salespeople comes from delighting their customers, so we reached out to each of their clients to find out why they enjoyed working with their account manager. For the regional leaders, we asked their teams to tell us what impact their manager had on each of them. Interspersing jokes and personal stories about the winners, I read the quotes blind, and then announced the winner, showing their quote on the big screen as they accepted their award.
You did a wonderful job on the COD event. The little touches were wonderful!
— account manager
Thank you again for your leadership in running the COD evening event! Excellent job. Simply put...you were fantastic!
— divisional vp
I think this tearsheet looks awesome!! The content is great and I really like the product installation shots too! Great job!
— account manager
event materials
Conferences and trade shows were important to our lead generation, but it was easy to get lost in the shuffle of the many vendors and be forgotten when customers returned to their jobs. We also wanted customers to easily be able to find us after we met them at a learning session, cocktail party, or other while grabbing a coffee. These customized “business cards” mirrored our booth design, making it easy to find and remember us. We also packaged our promo items to reinforce our message beyond just a logo.
greenbuild booth videos
These looped videos highlighted our sustainability story inside our Greenbuild conference booths in 2014 and 2015. I worked with our external agency and my internal marketing and sustainability teams to come up with the overall objective, theme and to outline the messaging.
lessons from the
education advisory council
This internal training series was developed on a shoe-string budget with my Education Advisory Council. This group of account managers from across the country showed up for our first council meeting disillusioned with the priority they have been given from marketing. I was able to win them over through a clear mission and strategy, along with consistent communications and support for their sales efforts. I facilitated the discussion and did most of the editing with some support from our in-house video group.
guest on the culture factor podcast
I was asked to appear on The Culture Factor to discuss how I had helped lead and nurture a toxic team into a collaborative one.
the wire sales newsletter
Our account managers were being inundated with information from the various departments around the organization without knowing what information was the most important, so I suggested we consolidate the information into a weekly, easy-to-read internal newsletter. The Wire is seen as the must-read for our salesforce with an open rate of 76%.
website launch campaign
When we launched our new website, I developed a campaign with the theme, “Explore, Discover, Create” to show customers the features and benefits of the site. The campaign included an email to our database, reels on social (see below), and videos highlighting how to use the CARVARTboard, cart, and other sections. I’m not a graphic designer but had to serve as the strategist and creative many times while in hiring mode because of the size of the company and resources.
