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Selected Work

A thoughtful selection of work shaped by simplicity and meaningful outcomes.

Customer account growth across the ETI network
SEO & GEO

68th to top 3

Built the marketing foundation, positioning, and GEO strategy that made ETI FAB discoverable, generating 683 contact forms and 10+ weekly sales inquiries.

ETI FAB Growth Transformation

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Complete supported ETI product lineup
Go to Market Strategy

37% YoY growth

A competitor left the market and its customers were stranded with unsupported equipment. I built a two-year go to market campaign that reversed the risk of switching and activated distributors.

Company A Replacement Market Capture

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ETI Controls website hero
Digital Experience

Concept to Launch

ETI was trusted for environmental control systems, but its broader manufacturing capabilities remained hidden. I created the website and creative materials that introduced PCB assembly, fabrication, and product expertise across customer channels.

Selected Works

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Redacted NetSuite report showing fulfilled sales orders without invoices
Automation

500 orders to zero

A broken fulfillment-to-invoice handoff left 500+ sales orders stuck and unpaid. I rebuilt the process end to end in NetSuite and took the exception queue to zero.

NetSuite Revenue Recovery

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ETI comparative sales chart
Channel Strategy

They carried ETI

Distributor sales fell approximately 30 percent year over year while still carrying 60 percent of product volume. I rebuilt how ETI prioritized, activated, and supported its channel.

Distributor Channel Recovery

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Abstract mark representing the forum, exhibition, and workshops of the National Youth Innovation Program
Event & PR Leadership

One system, two cities

A two city youth innovation event needed press attention and participant meaning to work as one system. I directed the strategy, a five person team, and the ambassador and press system behind it.

National Youth Innovation Program

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