Previous Work

Previous Work

Previous Work

From bold brand launches to refined digital experiences, I combine strategic thinking with creative execution to help businesses grow and connect with their audiences. Whether you need a full go-to-market plan, a brand refresh, or just sharper storytelling—I've done it or led it firsthand, and delivered results. Here is just a small sampling of the work.

From bold brand launches to refined digital experiences, I combine strategic thinking with creative execution to help businesses grow and connect with their audiences. Whether you need a full go-to-market plan, a brand refresh, or just sharper storytelling—I've done it or led it firsthand, and delivered results. Here is just a small sampling of the work.

From bold brand launches to refined digital experiences, I combine strategic thinking with creative execution to help businesses grow and connect with their audiences. Whether you need a full go-to-market plan, a brand refresh, or just sharper storytelling—I've done it or led it firsthand, and delivered results. Here is just a small sampling of the work.

View Spotlight on Arktura

View Spotlight on Arktura

View Spotlight on Arktura

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Visit Project Archive

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Spotlight on Arktura

Strategy Meets Design

Inside the Marketing Overhaul That Fueled Arktura's Growth

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.

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.

Repositioning Arktura & Building the Brand

Overhauling Messaging & Visual Identity

Repositioning Arktura & Building the Brand

Overhauling Messaging & Visual Identity

Repositioning Arktura & Building the Brand

Overhauling Messaging & Visual Identity

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.

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.

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.

Collateral Redesign

Expanding & Enhancing Documentation

Collateral Redesign

Expanding & Enhancing Documentation

Collateral Redesign

Making Documentation

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.

Quality, Performance, & Value Points

Highlighting Differentiators

Quality, Performance, & Value Points

Highlighting Differentiators

Quality, Performance, & Value Points

Highlighting Differentiators

One of crucial area that needed definition in the process of the brand refresh and refinement of messaging was identification of key differentiators. These became our "QPVs" - Quality, Performance, and Value points. I worked to identify these and translate them into both messaging and visuals that made their way into the site, collateral, and promotions, both for existing offerings and all ensuing product intros.

One of crucial area that needed definition in the process of the brand refresh and refinement of messaging was identification of key differentiators. These became our "QPVs" - Quality, Performance, and Value points. I worked to identify these and translate them into both messaging and visuals that made their way into the site, collateral, and promotions, both for existing offerings and all ensuing product intros.

One of crucial area that needed definition in the process of the brand refresh and refinement of messaging was identification of key differentiators. These became our "QPVs" - Quality, Performance, and Value points. I worked to identify these and translate them into both messaging and visuals that made their way into the site, collateral, and promotions, both for existing offerings and all ensuing product intros.

UI/UX & Website Overhaul

Building a Better Brand Experience

Alongside Arktura’s brand refresh, I led a major overhaul of Arktura.com in partnership with an external dev team—guiding design direction, wireframes, and mockups throughout the process. More than a visual update, the site expanded to include detailed specs, diagrams, and restructured content to support our shift from purely custom manufacturing to preconfigured (yet customizable) architectural products. Revised content, UI/UX, messaging, and lead gen capabilities of the site were key in establishing Arktura as the leader in preconfigured architectural systems it is today.

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.

Driving Engagement & Conversions

Supporting Reps & Sales Pipeline

Driving Engagement & Conversions
Marketing Automation

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

As a company needing to get its footing in the industry, I was tasked early on with establishing Arktura’s ad presence across a targeted cross-section of leading architecture and design outlets, including Architectural Record, Interior Design, Architect’s Newspaper, Architect Magazine, and Azure (to support our growth in Canada).


I oversaw rate negotiations and budget tracking, and personally executed the design, messaging, and deliverables for over 100 print ads from 2016 through 2023, including award winning campaigns. These efforts extended organically into PR, as we worked to establish relationships with go-to channels for our key audiences.

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.

Digital Advertising

Enriching the Brand Experience

Driving Engagement & Conversions
Marketing Automation

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.


I also worked with both agency partners and internal teams to create and deploy a number of digital campaigns, spanning Google search advertising, display advertising on social channels like Pinterest, Facebook, Instagram, and YouTube. 


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.

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.