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*This page represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

Brand Development & Annual Marketing Strategy

National Industrial Manufacturer

Digital Strategist, Fractional CMO Agency

The Project

• Optimize website search performance and improve brand strategy through content marketing.

The Client

• A national manufacturer of a high-quality industrial material used in commercial HVAC systems and combustion engines.

The Discovery Phase

• Launched the project with a kickoff meeting and scheduled weekly strategy meetings to conduct a knowledge transfer of this client’s product and its unique value proposition.

The Challenge

• Help the client perform in organic and paid searches against robust competitors.

Account Management:

• Served as the senior account manager.
• Developed client rapport and established agency credibility.
• Prepared agendas for each client meeting.
• Constructed the cadence of the project and reporting meetings.
• Presented monthly traffic and analytics reports.
• Helped to provide next-step recommendations.

The Strategy

• Created an annual marketing strategy.
• Conducted industry research.
• Assisted with brand development.
• Researched the client’s vertical industries.
• Analyzed data from Salesforce to determine which products should be scheduled for optimization.
• Conducted keyword research.
• Provided website structure recommendations.
• Defined nomenclature and taxonomy requirements.
• Constructed site maps.
• Defined linking strategies.
• Wrote optimized content.
• Added social media and paid advertising campaigns after the rebrand and web launch phases.

Budget & Scheduling

• Worked with the Senior Marketing Director to build an annual budget and schedule for client approval.

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