Marketing Strategy
Achieving business goals through informed & strategic positioning.
Leveraging strategic research and marketing best practices to craft impactful campaigns that aligns brand values with a unique voice that resonates with the target audience. Whether starting from scratch or adhering to set branding standards, I develop campaigns that capture attention and build meaningful connections.
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All logos, imagery, and content represented in this portfolio are the property of their respective organizations and are displayed here solely as examples of my work on these projects. This portfolio is intended for demonstration purposes only.
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Strategic Planning
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Analyzing and Identifying key project or campaign parameters, needs, solutions, and performance indicators.
Analysis
Market Analysis: With a data-driven approach that leverages research and insights to identify trends, understand audience behavior, and assess current landscapes, informing strategic marketing strategies that align with business and sales goals.
Trends: Keeping up with industry trends to ensure the strategy remains innovative and relevant.
Competitor Benchmarking: Monitoring competitors to identify trends, opportunities, and areas for differentiation. Identification
Target Audience Research: Analyzing data to define audience segments and identify market opportunities.
Seasonal Planning: Identifying and planning for seasonal events, while allowing for the flexibility to adapt to current or emerging events when forecasting content development and posting timelines.
Metrics & KPI Reporting
Automation Tools & Integrations: Implementing and leveraging tools to streamline workflows, track engagement, and enhance productivity.
KPI Development & Tracking: Establishing measurable goals and monitoring success through key performance indicators.
See more details regarding Key Performance Indicators and Reporting here. ManagementDriving success through strategic oversight, empowering teams, and fostering cross-functional partnerships to deliver cohesive strategies, high-quality results, and timely project execution.
Managing Teams
Leading: Overseeing teams, delegating tasks, empowering individuals, and optimizing multi-channel strategy approach for marketing campaigns and projects to maximize value and return on investment.
Collaborating: Coordinating with internal and external teams to ensure cohesive strategies and successful project execution.
Educating: Taking the time to train and empower others to contribute to shared initiatives while providing adequate guidance and direction to coordinated efforts. Campaigns
Budget Management: Strategically allocating marketing budgets to maximize returns and optimize spending efficiency.
Monitoring: Tracking activity, engagement, and usage from target audience as well as key stakeholders to better adapt campaigns to improve advocacy and hold in-house parties accountable when appropriate.
Performance Optimization: Continuously refining campaigns through data analysis and A/B testing to achieve the best possible outcomes.
See more details regarding Campaign Monitoring, Optimization, and Management here. |
The Golden Triangle Rule:
Only two of the three objectives are achievable.
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Platforms & Systems
Utilizing content management systems (CMS) and customer relationship management (CRM) software tools and functionalities to serve various business purposes and foster lead opportunities.
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CMS
    Experience with platforms and tools:
Managing website and digital collateral including creating, editing, organizing, and publishing content.
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CRM
    Experience with platforms and tools:
Managing customer relationships, marketing and sales campaigns, communications, and other insights.
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Integrations
Experience with CMS-CRM platforms and tool integrations:
While CRM and CMS serve different purposes, utilizing integrations helps to streamline operations, enhance customer experience, and synchronize user details to better manage data, optimize marketing campaigns, and improve reporting analytics.
BrandingBringing a blend of strategic insight, creative direction, and technical skill to capture and communicate each brand’s unique voice through content. From bold visuals and targeted advertising campaigns to polished print and striking photography, every design and project materials are crafted to elevate brand identity, engage audiences, and tell a compelling story.
*"Branding Blog Posts*
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The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling. |
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The Buyers JourneyUnderstanding the process every potential customers goes through from first discovering a need, evaluating options, and ultimately deciding to purchase a product or service.
*Unaware*
The Buyer has not realized the need for a product or service at this time.
*Being unaware does not imply that the Buyer is unaware of an active issue or need, although it can, it just means that at this time, the Buyer has yet to see a need because their business operations are functioning as they believe they should. Awareness
The Buyer realizes they have a "problem", but doesn't know how to solve it. Consideration
The Buyer has identified the solution and defined their goal and is evaluating different ways to achieve it. Decision
The Buyer has chosen the product and/or service that will best address their scenario and is ready to make a purchase. *The Sale & Retention*
The Buyer has made the purchase and is onboarded, taking ownership of the product and/or service, learning how to apply it , and is initially engaged. The Buyer is kept engaged and satisfied with their purchase, with the goal of turning them into a repeat customer.
*The Buyer is no longer on The Buyers Journey once the sale has been finalized. The goal is to keep the Buyer engaged and satisfied with their purchase, turning them into a repeat customer when they find themselves entering The Buyers Journey again. Sell the Benefits, Not the Features |
Identifying when, where, and how Brand Equity Influences the Buyers Journey
Lead Nurturing & Conversion
Creating strategies and adopting appropriate tools and practices to attract and convert potential customers into sales leads based on:
Sales Support
Taking feedback and suggestions to create content or workflows that aids sales team efforts.
Example: Performance Planning Strategy (Energera)
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Lead Generation Tools & Platforms
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Newsletter & Workforce Communications.
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Articulating impactful narratives and meticulously vetted communications through catchy and creative wordsmithing, thoughtful copywriting, and informative content to achieve effective newsletter messaging targeted towards specific audiences and demographics.
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Advocacy & Engagement
Customer and Employee awareness, informative, and educational communication efforts.
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Event Awareness & Promotion
Details on upcoming events, generating event buzz, and encouraging involvement through sponsorships and registrations.
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Planning
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Execution
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Awareness
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Action
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Philanthropy & VolunteeringSee professional examples of philanthropic efforts, community engagement, and Volunteer initiatives by clicking on the company icons below.
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