Marketing & Creative

Situation

Communications efforts needed to drive measurable audience response and behavior change across highly fragmented, low‑trust markets with limited media literacy and no standardized messaging infrastructure.

Task / Action

• Served as strategic lead and product owner for the influence and incentive platform.
• Led development of the Rewards for Justice program; defined incentive mechanics, user flows, and success metrics; secured embassy funding.
• Managed a multi‑channel communications system (radio, TV, print, web, events) as a single product, ensuring message consistency and speed to market.
• Established measurement and feedback loops to assess inquiry volume and intelligence quality, rapidly optimizing messaging and channel mix.
• Directed parallel localization across 5+ dialects, balancing clarity, cultural trust, and operational speed.

Result

Situation

Two complementary architectural services firms merged and required a unified market presence under a new brand, Northern Architectural Systems. Existing brand identities, service definitions, and digital experiences were fragmented, limiting cross‑sell opportunities and weakening search visibility.

Task / Action

• Led end‑to‑end brand and digital integration as marketing owner and strategic partner to leadership and sales.
• Defined the new brand architecture, including naming rollout, brand guidelines, and a scalable design system.
• Mapped and consolidated complementary service offerings, clarifying positioning and eliminating overlap.
• Directed design and launch of a unified website focused on usability, credibility, and buyer‑centric navigation.
• Collaborated with Sales to ensure site content addressed real client questions and selling motions; added targeted case studies.
• Developed and executed an SEO and backlinking strategy, establishing baselines and tracking SERP performance.

Result

• Increased website engagement and a measurable lift in request‑for‑proposal (RFP) submissions.
• Sustained upward movement across targeted search engine results pages (SERPs).
• Website became an active sales enablement tool, leveraged directly in client conversations with positive internal feedback.

Situation

ProSight Specialty Insurance was a mid‑sized organization preparing for increased scale and visibility as it transitioned toward a public‑company posture. Marketing operations were lean, required broad ownership, and existing digital infrastructure limited flexibility, efficiency, and content velocity.

Task / Action

• Modernized the website CMS by migrating to WordPress, eliminating reliance on external development agencies and expanding internal flexibility.
• Onboarded and integrated cost‑efficient marketing tools, reducing spend while increasing speed to publish and iterate.
• Re‑mapped site architecture and page structures to support public‑company readiness, clearer product narratives, and improved investor‑grade presentation.
• Launched ProSight’s content marketing engine across video, email, social, and web— establishing a consistent cadence and voice.
• Built and activated social media programs, growing engagement on LinkedIn and Instagram.
• Developed content tailored to niche specialty audiences (e.g., DJs, musicians, actors), increasing relevance for new products and services.

Result

• Increased website traffic and engagement across product and content pages.
• Growth in social engagement, particularly on LinkedIn and Instagram.
• Improved brand awareness and familiarity within targeted specialty insurance verticals.
• Established a scalable, cost‑efficient marketing platform capable of supporting growth and visibility leading into IPO readiness.