Work Examples

Case Studies

B2B Marketing: Wescover Trade Program

  • The Wescover Trade Program is an exclusive offering tailored for interior designers, architects, and industry professionals to provide premier benefits to this high-value B2B audience cohort.

    Benefits include: trade-only pricing, free trade returns, personalized support, VIP sourcing, and more.

  • 1. Limited Audience Understanding: The Trade Program lacked comprehensive insights into its target audience, hindering personalized marketing efforts.

    2. Inefficient Marketing Channels: Existing marketing channels were underutilized, failing to effectively reach potential trade partners.

    3. Outdated Content Strategy: The content strategy lacked resonance and failed to engage the target audience effectively.

  • 1. Audience Analysis and Persona Development: I conducted thorough research to understand the needs, preferences, and pain points of interior designers and industry professionals. By segmenting the audience and crafting detailed buyer personas, I gained valuable insights into their decision-making processes. Utilizing website analytics and sales history data, I was able to identify high-indexing product categories and product features.

    2. Platform Expansion and Targeted Placement Ads: Leveraging the insights from audience analysis, I identified new platforms and placements frequented by design professionals as well as built new audience target lists. In addition, I crafted new creative assets and messaging to better align with a curated brand voice.

    3. Content Marketing Revamp: I led the overhaul of the content marketing strategy, entailing fully restructuring the blog site and focusing on creating engaging and informative content tailored to the Trade Program's audience. This new content included articles of interviews with Trade Members and Creators, SEO-backed listicle blog posts, educational product and help articles, and email modules showcasing the value proposition of the program and highlighting success stories of trade partners.

    4. Trade Application Landing Page Optimization: Recognizing the pivotal role of the Trade application landing page in the journey from consideration to conversion, I focused on optimizing both the UI and content. I spearheaded initiatives to refine the page's design and revamp the content, prioritizing benefit-based and customer testimonial messaging.

  • 1. Increased Conversion Rates: The B2B activation rate jumped +288% YoY.

    2. Improved Average Order Value: Refining our targeting strategy ushered in a stronger customers with AOV jumping 224% YoY.

    3. Increased Audience Retention: Loyalty among B2B audience increased with repeated purchases improving +10% YoY.

    4. Decreased Cost Per Acquisition: Within the first month of launching the new placements and assets, cost per completed registration to the Trade Program dropped -34%.

    5. Expanded Reach Efficiently: New targeted placements and creatives drove our reach and engagement at increasingly efficient levels with 2X improvements in both CTR and CPC.

GTM Strategy: Loyalty Programs

  • In response to the evolving needs of Wescover's B2B audience (Trade Members), the concept of the loyalty program emerged as a strategic initiative to bolster retention and foster stronger relationships within this key demographic. Recognizing the importance of providing tailored incentives and value propositions for Trade, Wescover sought to develop a loyalty program specifically designed to cater to their unique preferences and business requirements.

  • 1. Designing a Compelling Program: Crafting a loyalty program that resonated with Wescover's diverse customer base while aligning with the brand's values and objectives was paramount.

    2. Seamless Integration: Ensuring smooth integration of the loyalty program within Wescover's existing infrastructure without disrupting user experience or platform functionality.

    3. Driving Adoption: Garnering enthusiasm and participation from both existing and potential users required strategic marketing and communication strategies.

  • 1. Thorough Research: I conducted extensive market research and analyzed customer feedback to understand preferences and expectations regarding loyalty programs. I researched the programs in place by industry competitors as well as other business leaders in loyalty programs (such as Starbucks and airline partners).

    2. Collaborative Development: Working closely with cross-functional teams including engineering, design, and customer support, I facilitated collaborative working sessions to conceptualize and refine the loyalty program's structure and features. I cross-referenced various stakeholders’ program wants with the limitations of our existing systems (Voucherify) and product roadmap.

    3. Strategic Roll-Out Phases: We devised a phased roll-out strategy to ensure a smooth and impactful introduction of the Wescover Loyalty Program. I worked with engineering to oversee iterative testing and feedback loops to fine-tune the program's functionality, ensuring seamless user experience across various devices and platforms.

    4. Cross-Channel Promotion: Leveraging an integrated approach, the GTM strategy encompassed cross-channel promotion across digital channels. From email campaigns and social media outreach to onsite UI updates, I ensured that the Wescover Loyalty Program remained at the forefront of Trade Members' minds, driving awareness and advocating adoption.

  • The program was meticulously devised as a tri-tiered system, offering escalating benefits and rewards to Trade Members based on their level of engagement and loyalty. Through this tiered approach, Wescover aimed to not only incentivize continued patronage but also to cultivate a sense of exclusivity and belonging within the trade community. By aligning the program with the distinct needs and aspirations of Trade Members, Wescover aimed to solidify its position as a trusted partner and indispensable resource for professionals in the design and art industry.

    As a result, the program showed:

    1. Enhanced Retention: By offering exclusive perks and incentives, the loyalty program contributed to improved customer retention, fostering long-term relationships with Wescover's audience.

    2. Positive Feedback: Customer feedback indicated high satisfaction with the loyalty program, with many users praising its simplicity, transparency, and value-added benefits.

    3. Improved Cross-Product Awareness: The launch of the Loyalty Program served as an excellent opportunity to re-educate Trade Members of the other benefits of the program and promote our resources hub.

Asset Creation

  • Wescover Trade Program

    Leveraging other companies’ brand equity to provide social proof of Wescover’s popularity with design professionals.

  • Wescover Brand Awareness

    Launching a tagline variant for Wescover. Reflecting the sentiment of the copy and the furniture’s modern style through playful text spacing.

  • Wescover Brand Awareness

    Soft comparative advertising towards mass-made interior decor companies. Highlighting Wescover’s value proposition of unique and bespoke items.

  • Wescover Trade Program

    Harnessing customer testimonial and familiar review UI to persuade design professional audience.

  • Wescover vs. Etsy

    Customer testimonial that provides succinct explanation and value of Wescover over its closest competitor, Etsy.

Additional Examples

Copywriting

Series of Squarespace campaigns I worked on including copywriting on-text assets and surrounding ad copy. Photo Credit: Squarespace

I have crafted copy across various mediums:

  • Ad Copywriting: On-text and surround ad copy for OOH and digital placements

  • Brand Copywriting: Brand story, mission statements, taglines

  • Content Marketing Copywriting: blog posts, case studies, FAQs, help articles, interviews, webinars

  • Direct Mail: Letter, postcard

  • Email Copywriting: cart abandonment, cold outreach, newsletters, product updates, promotional emails, review requests, sponsorship emails, welcome journeys

  • Sales Copywriting: Sales scripts for email, in-person demos, and phone

  • Organic Social Media Copywriting: Facebook, Instagram, LinkedIn, Pinterest, Snapchat, TikTok, YouTube

  • Website Copywriting: Landing pages, product descriptions, pop-ups, SEO

Please submit a Contact request to inquire about specific examples.

Event Marketing

NeoCon 2023: Showroom & Partnership with Hightower

During my Wescover tenure, I collaborated on a showroom exhibition at NeoCon, a major commercial design industry event. We partnered with Hightower, a major commercial furniture company, and Casey Keasler of Casework Design, a renowned interior design.

From the initial brainstorming sessions to the meticulous planning stages, I facilitated meetings with Hightower to ensure seamless execution. My responsibilities extended to engaging with Creators to secure their products for display, coordinating logistics for item delivery, and overseeing the setup process. Additionally, I undertook a visit to the showroom in Chicago pre-launch to capture captivating photos and craft compelling long-form content about the event.

The showroom won multiple awards including winner of Showroom & Booth Design from International Interior Design Association (IIDA).

Photo Credit: Hightower

Growth Hacking

I have worked at various start-ups at various fundraising points, from seed round to successful IPO. I have been responsible for forecasting marketing budgets ranging from eight-figures to zero. Specialist in acronyms: B2B, B2C, B2B2C, SaaS. I have traversed the industries of ecomm, tech, health & wellness, automotive, private equity, retail, and publishing. Across these diverse environments, I have consistently exceeded expectations. My commitment to continuous learning and adaptability ensures that I stay at the forefront of the ever-evolving landscape of growth hacking, poised to seize new opportunities and drive sustained growth for future ventures.

Harnessing a combination of creative thinking, data-driven strategies, and relentless experimentation, I've been instrumental in propelling start-ups to new heights. Whether it's optimizing user acquisition funnels, leveraging emerging technologies for marketing automation, or pioneering innovative growth tactics, I thrive on the challenge of unlocking untapped potential and delivering tangible results.

No copyright infringement is intended. I do not own nor claim to own the rights to any of the images or media shared.