Digital Roots
My sophomore year of college I took an internship no one else wanted. It was with an R&D startup and I learned everything from technical writing to content management systems to analytics. Learning to work with developers took a lot of decoding, and learning to communicate a platform's selling points to non-technical audiences presented its own challenge. Little did I know then how greatly these skills would benefit me.
I graduated into project management and progressed to build more and more complex websites, 3D animations and digital ad campaigns at two agencies. A move to Arizona landed me in the world of search engine marketing - at the time an untamed land of algorithms, click-through rates and conversion. I loved it. Measuring the success of marketing tactics at this level was a whole new world and I ate it up.
Now, if you don't think of the private golf industry as being at the height of digital prowess, you'd be right. A new-age industry leader, McConnell Golf was eager to bridge the gap and handed me a dozen websites to rebuild as my first project. Fixing user-experience issues, modernizing design and rewriting content doubled lead volume and solidified a modern brand image. Armed with a powerful web presence, I set to work building a content marketing program to deliver compelling brand stories to top-of-funnel audiences. Next was a mobile app with online ordering, followed by quarantine-proof virtual fitness and golf programming.
My sophomore year of college I took an internship no one else wanted. It was with an R&D startup and I learned everything from technical writing to content management systems to analytics. Learning to work with developers took a lot of decoding, and learning to communicate a platform's selling points to non-technical audiences presented its own challenge. Little did I know then how greatly these skills would benefit me.
I graduated into project management and progressed to build more and more complex websites, 3D animations and digital ad campaigns at two agencies. A move to Arizona landed me in the world of search engine marketing - at the time an untamed land of algorithms, click-through rates and conversion. I loved it. Measuring the success of marketing tactics at this level was a whole new world and I ate it up.
Now, if you don't think of the private golf industry as being at the height of digital prowess, you'd be right. A new-age industry leader, McConnell Golf was eager to bridge the gap and handed me a dozen websites to rebuild as my first project. Fixing user-experience issues, modernizing design and rewriting content doubled lead volume and solidified a modern brand image. Armed with a powerful web presence, I set to work building a content marketing program to deliver compelling brand stories to top-of-funnel audiences. Next was a mobile app with online ordering, followed by quarantine-proof virtual fitness and golf programming.
Content Strategy
Getting the right message, to the right person, at the right time doesn't seem overly complicated but it's amazing how susceptible this core principle can be to the idea that more content is always better. In a world where consumers encounter upwards of four thousand brand messages daily, brand stories simply have to connect. They have to matter to your audience.
Tackling content strategy for McConnell Golf was a valuable lesson in how greatly stories have to be tailored for different channels - and the beauty of perfect timing. (Ask me about Parrotheads!) A successful program means first defining your goals and benchmarks, then building a foundation from which meaningful content can be efficiently created. Next? Measure, then optimize. Then measure again, then optimize again. Sustaining an engaged audience for any length of time requires constant, yet careful, reinvention.
I have always been drawn to the open road and my current role at ARB 4x4 Accessories has not only expanded my skill set, but allowed me to speak to an audience who is as passionate about exploring as I am. Tasked with growing brand awareness, I first launched the 'ARB Experiences' campaign consisting of video, editorial, social media, digital and print ads. It solidified ARB as an industry leader at a time when newcomers flooded the off-road market. Stemming from this success, the ARB Latin America 'Mantra' video series shared the build process of a desirable 200 Series Land Cruiser while educating audiences about products and their purpose along the way.