Marketing & Creative

Task

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.

Strategy

• Served as strategic lead and product owner for an influence and incentive platform, including the design and launch of the Rewards for Justice program—defining incentive mechanics, user flows, success metrics, and securing embassy funding.
• Built and managed a unified, multi‑channel communications system (radio, TV, print, web, and in‑person engagement) as a single product, enabling consistent messaging and rapid localization across five‑plus dialects.
• Implemented continuous measurement and feedback loops to evaluate inquiry volume and intelligence quality, allowing for real‑time optimization of messaging, incentives, and channel mix.

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.