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CASE STUDY

Arktura

Building a brand and growth engine for a design-driven architectural products company.

9X+

Monthly Lead Gen Growth

10X+

Company Revenue Growth During Tenure

12+

Marketing & Creative Team Built & Led

$121M

Acquisition by Armstrong

Strategy Meets Design

Inside the Marketing Overhaul That Fueled Arktura's Growth

Arktura, now an Armstrong Company, has become a leader in high-end architectural products and custom solutions. Learn more about how I contributed to this growth through the marketing initiates I led, and the team I helped build.

THE CHALLENGE

Help a niche custom manufacturer evolve into a more scalable architectural-products brand with clearer positioning, stronger systems, and a modern digital presence.

MY ROLE

First dedicated marketing hire. Built and led a 12+ person multinational marketing and creative team while remaining hands-on with priority brand, campaign, digital, and creative work.

SCOPE

Brand strategy, messaging, visual identity, creative direction, website/UX, product storytelling, integrated campaigns, demand generation, marketing operations, and team leadership.

IMPACT

9X+ annual lead-generation growth, 400% growth in average monthly captured leads over two years, and significant revenue expansion through Arktura’s acquisition by Armstrong World Industries.

BRAND FOUNDATION

A Distinctive Brand for a Complex Category

I joined Arktura in 2016 as the first dedicated marketing hire at a pivotal time. Having started as a niche furniture and custom architectural manufacturer, it was just starting to rollout easily scalable, and more accessible, preconfigured architectural products. A shift in messaging and strategy was needed to support this. The fleshing out and refinement of brand guidelines was just part of this - a new approach was needed for all aspects of public presence and marketing operations.

DIGITAL EXPERIENCE

A Website That Educates, Inspires, and Converts

I led a major overhaul of Arktura.com, guiding strategy, design direction, wireframes, mockups, content, and UX with an external development partner. We reorganized the experience around how architects and designers explore and specify products, expanded technical and visual content, and strengthened conversion paths. Combined with broader demand-generation efforts, average monthly captured leads increased over 400% over two years, and continued.

Also coinciding with the refresh of Arktura’s visual identity & collateral was an overhaul of Arktura’s website, Arktura.com. I oversaw this project, working closely with an outside development partner, and getting hands-on with design direction, wire-frames, and mock-ups throughout the process. It was a large undertaking that paid huge dividends.

The update included a massive expansion of information, including technical product diagrams and specifications, QPVs (quality, performance, and value points), and a reorganization of strategy. Revised content, UI/UX, and messaging of the site were key in establishing Arktura as the leader in preconfigured architectural systems it is today.

PRODUCT STORYTELLING

A Distinctive Brand for a Complex Category

Arktura’s products are highly technical and visually driven. I worked closely with product development, engineering, and sales to translate complex features into clear, compelling stories across brochures, launch materials, content, and sales tools. I built and led a graphics team that supported more than 100 products, creating a scalable system that balanced technical accuracy, architectural appeal, and practical sales needs.

MARKETING CAMPAIGNS

From Awareness to Demand

I directed integrated campaigns across trade advertising, digital media, search, email, social, partner platforms, events, and sales enablement. I remained hands-on with high-priority creative, personally developing the design and messaging for more than 100 print ads while leading launches for dozens of products. Performance data helped us refine creative, targeting, and spend as the program scaled

SIMPLIFYING THE TECHNICAL

Making Complex Products Easier to Understand

I worked across product, engineering, and marketing to extract the features, benefits, and differentiators that mattered most, then translate them into clearer messaging and visuals. Quality, Performance, and Value became a simple framework for communicating complex products across collateral, digital content, sales tools, and educational materials, helping architects, designers, and other audiences more quickly understand what set Arktura apart.

PR & AWARDS

Expanding Brand Presence with Earned Media

PR was another key component of our overall marketing strategy. I oversaw media relations, and the creation of templates for product release press releases, and their ongoing verbiage and promotion to support product launches. Additionally, I led efforts tied to award submissions, successfully entering Arktura into a number of high profile awards programs, resulting in dozens of wins starting from my first month onboard. Arktura went on to amass recognitions from the likes of Architectural Record, Interior Design, Architect's Newspaper, Architizer, CISCA, and more. All came with editorial coverage, and were leveraged in promotions on arktura.com and Arktura’s socials.

SOCIAL MEDIA & VIDEO

Enriching the Brand Experience

I helped establish Arktura's social presence, being extremely hands on in social content creation and posting, particularly in my early years. As we achieved growth, I increasingly worked with both agency partners and internal teams to oversee the creation and deployment of progressively more diverse and dynamic content across channels including LinkedIn, Pinterest, Facebook, Instagram, and YouTube. This included an expansion of video, in long and short formats, both horizontal and vertical, optimized for each platform, which contributed to an a explosive increases in engagement.

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