Spotlight on Arktura
One key area affected by the brand refresh was product collateral. I built out and led a graphics team, serving as an art director in the establishment of new templates as I oversaw the production of brochures and spec sheets for 100+ products. We expanded the breadth and depth of information housed in collateral as well, requiring close coordination with the product dev, engineering, and sales, while also assuring buy-in from the founding partners. Everything was tailored to the needs of our audience. This later expanded to lookbooks & content offers, to drive lead gen while educating and inspiring.
UI/UX & Website Overhaul
Building a Better Brand Experience
The new website successfully boosted engagement and lead generation by introducing a more user-friendly UI, richer product content, dynamic videos, and new conversion points like quote requests. Lead capture rose significantly, with more gated content registrations. I led the integration with Salesforce, Hubspot, and Pardot to ensure leads were routed by territory and site activity was tracked, scored, and shared with reps to inform outreach and provide valuable insights.
Trade Advertising
Establishing Arktura's Industry Presence
Throughout my tenure, I led the development and deployment of campaigns that spanned across channels and diverse digital platforms. This included socials, search engines, as well as partner sites, like Archdaily and Material Bank.
Emails deployed via our marketing automation platforms were also a key part of our overall digital strategy. Working with our in-house analyst, we tracked performance, to uncover ways to optimize campaigns to increase ROI, shifting spends and resources to help advance company and department goals.
PR & Awards
Expanding Brand Presence with Earned Media
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.