Results You Can See.
Strategy You Can Measure.
Every project here started with a real business challenge, a real budget, and real pressure to deliver. What you’ll find isn’t a collection of pretty campaigns — it’s a record of what happens when strategy, execution, and accountability show up together.
My Work - Case Studies
Ten years of marketing work across pharmaceutical, e-commerce, consumer goods, and professional services. Below is a selection of engagements that best represent the range, depth, and results I bring to every project — from full brand overhauls and national event campaigns to email programs that moved the revenue needle from day one.
Tri-Source Pharma
Digital Marketing · SEO · Web Design
62% increase in organic traffic. 36% year-over-year growth. A complete digital transformation for a national pharmaceutical brand operating in a regulated environment.
A digital presence that was actively working against the brand — not for it.
Tri-Source Pharma had a website that reflected where the company had been — not where it was going. In a pharmaceutical environment where credibility is everything, an outdated, fragmented digital presence was costing them before a single conversation happened.
Organic search performance was poor, email engagement was flat, and there was no cohesive strategy connecting the channels. The business was growing. The marketing infrastructure wasn't keeping pace.
- Outdated website failing to communicate value to a specialized veterinary pharmaceutical audience
- Poor organic search performance — minimal visibility for key product terms
- Email program underperforming — low engagement, no segmentation strategy
- No digital strategy connecting web, email, and tradeshow channels
Clarity and credibility above everything else. The audience — veterinary professionals and pharmaceutical procurement decision-makers — needed to trust the brand before they'd engage with it.
The engagement began with a complete audit of the existing digital footprint — website, search performance, email program, and competitive landscape. Findings shaped a phased strategy built around one rule: fix what was broken before building what was missing.
Complete rebuild from the ground up — new information architecture, minimalist design with generous whitespace, and every line of copy rewritten to speak directly to a veterinary pharmaceutical audience. The old cluttered layout was replaced with a structured, credibility-first platform.
- Full site architecture and navigation restructure
- Clean minimalist design — whitespace-led visual hierarchy
- Complete copy rewrite for veterinary pharmaceutical audience
- Mobile-first build with cross-device QA before launch
Technical SEO audit identifying and resolving crawl errors, indexing issues, and on-page gaps. Keyword research and competitive analysis built a content strategy targeting the specific search terms the target audience was actively using.
- Full technical audit — crawl errors, indexing, Core Web Vitals
- Keyword research and competitor gap analysis
- Meta data, heading structure, and internal linking overhauled
- Content strategy and publishing roadmap developed
Built and managed a structured email program targeting veterinary professionals and pharmaceutical contacts — segmented by role, product interest, and engagement history. Automated sequences built for every stage of the contact lifecycle.
- Audience segmentation by role and product interest
- Welcome and onboarding sequences for new contacts
- Product update and promotional campaign calendar
- Post-event follow-up automations tied to tradeshow leads
Digital strategy fully integrated with national tradeshow presence across ACVIM, AVMA, VCS, and Fetch360. Pre-show campaigns, post-show follow-up sequences, and dedicated landing pages built to capture and convert event leads.
- Pre-show email campaigns to drive booth traffic and meeting bookings
- Event-specific landing pages with lead capture forms
- Post-show follow-up sequences segmented by lead temperature
- Lead data integrated into ongoing email nurture program
The Results
| Organic Traffic Increase | +62% vs. prior year |
| Year-Over-Year Site Growth | +36% sustained growth |
| Bounce Rate Reduction | −32% post-launch |
| Email Performance | Above industry benchmark |
| Tradeshows Integrated | 4 National Events |
Increase
Rate Drop
Integrated
The ability to manage a complex, multi-channel digital engagement in a regulated industry — from strategy and audit through execution and measurement — while maintaining brand credibility and delivering measurable growth across every channel touched.
DiscountMugs
Email Marketing · SMS Marketing · Automation
$126,000 in SMS revenue in 90 days. Open rates from 14.8% to 22.6%. One million subscribers managed. A complete transformation of how a national e-commerce brand communicates with its audience.
DiscountMugs was sitting on one of the most valuable assets in e-commerce marketing — a list of over one million engaged subscribers — and not fully leveraging it. Email performance had plateaued. Open rates were well below where they should be for a list of that quality.
The challenge wasn't building from zero. It was unlocking the potential of what already existed, while simultaneously building something new from the ground up — all without disrupting the existing program.
- Email open rates stagnant at 14.8% — no segmentation or testing in place
- No SMS channel — a high-intent touchpoint completely absent
- Batch-and-blast sending suppressing deliverability and engagement
- No lifecycle automation — every contact treated the same regardless of behavior
Methodical diagnosis of what was suppressing performance, full segmentation rebuild, and introduction of a systematic testing framework to drive continuous improvement.
Platform selection, subscriber acquisition, compliance framework, automation build, and campaign execution — all within the first 90 days.
Both tracks ran simultaneously. The principle driving every decision on each:
The right message to the right person at the right moment. List size is a multiplier. Relevance is the base.
Rebuilt the existing email program from the inside out — from batch-and-blast sending to a behavior and purchase-based segmentation model that put the right message in front of the right person every time.
- Full segmentation rebuild — behavior and purchase-based
- Systematic A/B testing across subject lines, send times, CTAs
- List hygiene protocols — suppressing disengaged contacts
- Mobile-first template redesign for improved rendering
- Deliverability optimization — authentication and inbox placement
Built and launched a complete SMS marketing channel from zero — platform, subscribers, compliance, automations, and campaigns — all live and generating revenue within 90 days.
- Platform selection and full technical setup
- Subscriber acquisition — opt-in flows, pop-ups, checkout integration
- Compliance framework — opt-in language, quiet hours, unsubscribe flows
- Automated welcome series for new SMS subscribers
- Campaign calendar for promos, launches, and seasonal sends
Designed and launched a full lifecycle automation program across both email and SMS — covering every stage of the customer journey from first contact through win-back, with A/B variants on every flow.
- Welcome series — email and SMS new subscriber onboarding
- Abandoned cart recovery — multi-touch sequence
- Post-purchase follow-up with upsell and review prompts
- Win-back campaign for lapsed customers (90+ days inactive)
- VIP loyalty flows for top 10% by purchase value
| SMS Subscriber Growth | +22% |
| Email Open Rate | 14.8% → 22.6% |
| Open Rate Improvement | +52.7% |
| Bounce Rate Reduction | −32% |
| Total List Managed | 1,000,000+ |
The ability to own an entire email and SMS marketing function at enterprise scale — diagnosing underperformance, rebuilding the program architecture, launching a new channel from zero, and delivering revenue results fast enough to validate the investment within the first quarter.
Sunshine Bouquet Company
Brand Strategy · Events · Trade Marketing
$2.5M+ in product line sales. National tradeshow presence. A fully integrated trade marketing program for one of the country’s largest floral distribution companies.
In the floral distribution industry, relationships and brand visibility at trade events are as important as the product itself. Marketing had to perform at multiple levels simultaneously.
Sunshine Bouquet needed a marketing program that could drive awareness at national industry events, support sell-through at the retail level, and produce the catalog and merchandising assets that gave the sales team what they needed to close business — all at the same time.
The challenge wasn't one problem. It was three interconnected problems that each required their own strategy while also feeding into a single commercial outcome.
The strategy was built around three interconnected pillars — each with its own plan, its own metrics, and its own execution track. But all three feeding the same commercial outcome.
Each pillar supported the others. Events drove catalog requests. Catalogs supported retail. Retail performance reinforced relationships at the next event. The program was designed as a cycle, not a campaign.
Developed and managed a full tradeshow marketing strategy across national industry events — building a presence designed to function as both a brand-building platform and an order-generation machine.
- Event strategy development — goals, audience, and success metrics defined first
- Booth design direction and branded collateral production
- Pre-show outreach campaigns to drive booth traffic and buyer meetings
- On-site lead capture protocol and staff coordination
- Post-show follow-up to convert show-floor conversations into orders
Managed end-to-end catalog production across multiple seasonal editions — coordinating every element from initial concept through photography, copy, design, print production, and distribution to national retail accounts.
- Concept development and creative direction per edition
- Photography shoot coordination and art direction
- Copywriting for all product descriptions and brand messaging
- Layout and design through to print-ready files
- Print vendor management and distribution to national accounts
Built and executed retail trade marketing programs to support sell-through at the point of purchase — promotional campaigns, seasonal programs, and account-specific materials tailored to individual retail partners.
- Point-of-sale materials for major national retail accounts
- Account-specific merchandising programs and seasonal promotions
- Retail signage, shelf talkers, and display unit production
- Seasonal campaign calendars aligned to floral buying cycles
- Retailer co-op programs and promotional support materials
| National Events Managed | Multiple per year |
| Catalog Editions Produced | Full Lifecycle concept to distribution |
| Retail Accounts Supported | National |
| POS Materials Developed | Major National Accounts |
The ability to build and manage an integrated trade marketing program that operates across events, retail, and brand — connecting the dots between the show floor and the point of sale in a way that drives commercial results at every stage of the customer journey.
More Work Worth Noting
Tri-Source Pharma
Full Digital Overhaul
A complete digital transformation for a national pharmaceutical brand — new website, SEO strategy, and email program that drove 62% growth in organic traffic and a 32% reduction in bounce rate within six months of launch.
Increase
Rate Drop
Growth
National Conference Management
Full Lifecycle · 4 Shows
Full lifecycle tradeshow management for Tri-Source Pharma across four national veterinary pharmaceutical conferences — every show managed as a complete marketing campaign from pre-show strategy through post-show pipeline conversion.
Events
Managed
System
Booth Design
ACVIM
AVMAIvaoes
Site Redesign
A full rebuild for a life sciences organization whose website was working against the brand — difficult to navigate, visually inconsistent, and unable to communicate a clear value proposition to a highly specialized professional audience.
Homepage
Services
Mobile
Contact
