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capabilities / Strategic Marketing and Branding

Strategic Marketing and Branding

Brand and Portfolio Strategy Go to Market Strategy Demand Generation Audience and Account Strategy Channel and Partner Marketing Team and Cross Functional Leadership

I turn market complexity into a clear growth direction. Brand, audience, channel, campaign, and team decisions work together instead of competing for attention.

01. Brand and Portfolio Strategy

  • Multibrand strategy
  • Brand positioning
  • Portfolio architecture
  • Messaging architecture
  • Value proposition development
  • Brand identity systems
  • Brand guide development
  • Competitive positioning
  • Product and program communications
  • Agency direction
  • Marketing governance
  • Regulatory communications

02. Go to Market Strategy

  • Market entry strategy
  • Launch planning
  • Route to market planning
  • Offer strategy
  • Pricing and promotion strategy
  • Sales readiness
  • Market development
  • Product lifecycle marketing
  • Commercial messaging
  • Local market strategy
  • Risk and opportunity analysis

03. Demand Generation

  • B2B lead generation
  • Integrated campaign strategy
  • Acquisition strategy
  • Email nurture programs
  • Lifecycle campaigns
  • Referral marketing
  • Event marketing
  • Conversion strategy
  • Campaign testing
  • Lead qualification
  • Performance measurement

04. Audience and Account Strategy

  • Market research
  • Industry research
  • Competitive analysis
  • Ideal customer profile development
  • Buyer persona development
  • Audience segmentation
  • Customer journey mapping
  • Account based marketing
  • Voice of customer research
  • Buying committee analysis

05. Channel and Partner Marketing

  • Distributor marketing
  • Partner segmentation
  • Channel incentives
  • Partner tier strategy
  • Channel enablement
  • Sales enablement
  • Partner campaigns
  • Trade in programs
  • Partner performance analysis
  • Direct and distributor coordination

06. Team and Cross Functional Leadership

  • Cross functional leadership
  • Agency management
  • Team development
  • Stakeholder alignment
  • Sales and engineering alignment
  • Training and enablement
  • Project leadership
  • Change management
  • Executive communication
  • ITAR documentation and training
What we do What we do

Strategy people can actually execute.

Good strategy creates choices people can understand and execute. I connect research, positioning, channels, campaigns, and internal teams around the business problem that matters most.
Brand and Portfolio Strategy

I define how each brand should compete, communicate, and support the wider portfolio. At ETI, this meant creating distinct market roles across two subsidiaries and four brands without losing the strength of a 50 year industry history.

Go to Market Strategy

I translate market shifts into an offer, message, channel plan, and sales motion. The strategy considers buyer risk, competitive gaps, technical requirements, adoption barriers, and the time required for a complex B2B decision.

Demand Generation

I build connected programs across email, search, referrals, events, content, and sales follow through. Campaigns are segmented by role and buying stage, then adjusted through testing instead of rushed for short term activity.

Audience and Account Strategy

I combine customer conversations, industry research, keyword behavior, sales feedback, and competitive analysis. The result is a practical view of ideal customers, buying committees, motivations, objections, and the journey toward an RFQ.

Channel and Partner Marketing

I design partner programs around volume, potential, technical needs, and customer coverage. Distributor tiers, incentives, training, campaign materials, and sales coordination create a structured path toward stronger channel performance.

Team and Cross Functional Leadership

I align leadership, sales, engineering, operations, finance, agencies, and contributors around shared priorities. Clear direction, practical training, and visible results help teams adopt new programs when confidence is low or expectations conflict.

Our approach Our approach

How the work gets done.

  1. 01

    Investigate the Business Reality

    I begin with people, process, customers, and evidence. Interviews and research reveal where the stated problem differs from the real barrier to growth.

  2. 02

    Make the Strategic Choice

    I define the audience, market position, offer, channel, message, and success measures. The plan gives teams a reason to prioritize one direction over another.

  3. 03

    Build Connected Activation

    I connect creative, digital, automation, partner activity, and sales follow through. Every touchpoint has a role in moving the buyer or enabling the team.

  4. 04

    Learn and Scale

    I monitor response, pipeline movement, partner behavior, and team feedback. Strong signals are expanded while weak assumptions are revised before more resources are committed.

Outcomes and proof Outcomes and proof Results connected back to the organization and period where they happened.

Led marketing strategy across two subsidiaries and four brands.

Supported a distributor channel responsible for 60 percent of product sales.

Helped acquire five new accounts within 90 days through focused market and account development.

Built segmented campaigns for engineers, buyers, decision makers, distributors, and future prospects.

Developed ITAR documentation and trained more than 30 employees.

Coordinated agencies, sales, engineers, operations, leadership, interns, and research contributors.