I led brand transformation for the world's largest comms infrastructure business, then evolved their marketing engine over a 5-year partnership
At-a-glance
Led various parts of the account as primary client contact over a 5-year engagement, eventually becoming partner in charge
Contributed to brand strategy through extensive stakeholder research and value proposition development, supporting the brand's "Now Meets Next" repositioning
Contributed to planning and executing a global brand launch
Helped develop and advise on a new “platform-brand” focused brand architecture, shedding legacy brands and standardizing nomenclature for portfolio optimization
Ideated/developed/deployed content, inbound and outbound marketing across channels for product brands
Helped conceptualize and write the brand’s first global thought leadership study: The Generation Z Study of Tech Intimates, based on a survey of more than 4,000 respondents aged 13–22
Led the design and execution of the first innovation center
Led development of a custom-built 3D visualization and interactive experience platform, engineered with our in-house technology team, deployed across CommScope's global innovation centers
Grew adoption of the platform year-over-year across the organization
Created multiple high-value, audience- and vertical-specific campaigns as part of the GTM strategy for new product lines
Directed the creation of an interactive training platform built with our in-house technology team, reaching 20,000 employees company-wide, including the gamification experience, 3D design, and all content
Results
Investors upgraded the brand to “maximum technical strength,” in the year following rebrand
Within 2 weeks of brand launch: 14% increase in page views and 22% increase in homepage views
Thought leadership study generated 12,000 views in the same 2-week window, reaching 50,000 within the first quarter
Launch engaged 20,000+ employees, and users spent 18 minutes on launch materials on average.
Internal brand launch road show covered 40 global cities, with Brand Camps that were fully reserved on the first day they were announced
Healthcare and Education campaigns generated +72% and +26% influx of qualified leads for sales teams
In the first 4 years, interactive iPad and kiosk sales tools saw 5,800+ minutes of 3D model interactions, 6,700+ minutes of interactive data explorer interactions, 1,300+ minutes of PDF views, and 2,700+ minutes of video views
In the same period, website-based 3D product models garnered 48,000+ minutes of interactions
Multiple awards won over lifetime of partnership: MarCom Awards Platinum, B2B Marketing Elevation Award
