MarKETING PORTFOLIO PROJECTS
MarKETING PORTFOLIO PROJECTS
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These projects reflect how I approach marketing in the real world. Each started with a clear problem, whether it was stalled growth, unclear positioning, broken systems, or underperforming campaigns. From there, I focused on identifying the root issue, aligning teams around a shared objective, and designing practical solutions that could scale.
Branding + Rebranding
Branding + Rebranding
From BioRAFT to SciShield: A 20-Year Legacy Reinvented
From BioRAFT to SciShield: A 20-Year Legacy Reinvented
Problem: BioRAFT’s 20-year-old brand was narrowly associated with biosafety, limiting its appeal to broader markets in chemistry and radiation research safety.
Solution: Led a full rebrand from BioRAFT to SciShield, conducting market research, refining messaging, and aligning design and strategy across all teams.
Result: Drove a 19% lift in lead generation and positioned SciShield as a modern, industry-wide safety platform.
SiTE Design
SiTE Design
Designing Digital Experiences That Convert
Designing Digital Experiences That Convert
Problem: Outdated sites for VIVO that lacked agency story, competitive advantage, clear navigation and underperformed in lead conversion.
Solution: Directed UX, SEO, and content architecture redesigns; launched the VIVO Pro content hub featuring 50+ doctor and patient interviews and additional resources for healthcare marketers.
Result: Boosted engagement and lead capture, generating a 20% month-over-month traffic increase post-launch.
DemanD Generation
DemanD Generation
Full-Funnel Demand Programs That Convert Interest Into Action
Problem: Fragmented campaigns and poor attribution limited visibility into ROI and pipeline quality.
Solution: Built integrated demand programs using SEO, social, PPC, and HubSpot email automation. Developed various lead magnets, including the researcher productivity survey (seen here) outlining product benefits for prospective clients.
Result: Increased client acquisitions by 218% and converted 30% of inbound traffic into marketing qualified leads.
PRODUCT MARKETING
PRODUCT MARKETING
Turning Complex Products Into Clear, Compelling Stories
Problem: Product messaging was too technical, missing the customer pain points that drive adoption.
Solution: Partnered with Product and Sales to create value-focused narratives, including videos, guides, and persona-based landing pages.
Result: Elevated product education and sales collateral, driving higher demo-to-close ratios.
COMMUNICATIONS + COMMUNITY BUILDING
COMMUNICATIONS + COMMUNITY BUILDING
Building Community Through Content That Connects
Problem: The pandemic presented a difficult challenge: How do you engage Environmental Health and Safety (EHS) professionals that are too busy closing labs and dorms due to COVID-19?
Solution: Developed a bi-monthly webinar series that was supported by customer testimonials and educational content. These panel-style webinars connected the EHS community through pandemic-specific safety topics to foster relationships and generate awareness for digital safety solutions.
Result: Increased lead conversion, supported upsells, and positioned SciShield as a trusted industry voice.
REVENUE OPERATIONS
REVENUE OPERATIONS
Instrumenting Data to Drive Decision-Making
Problem: Siloed data between marketing and sales hindered visibility, decision-making and forecasting.
Solution: Built the company’s first integrated HubSpot marketing and sales engine, enabling real-time visibility for smarter decision-making and optimized budget allocation.
Result: Achieved forecast accuracy and established data-driven decision-making across marketing and finance.
STARTUP GROWTH
STARTUP GROWTH
From Idea to Launch: Building a Brand From 0 -> 1
Problem: Identified a market need for a single service hub that delivered car auction sales data and collector education for both classic and exotic car enthusiasts and buyers.
Solution: Co-founded Block Chaser, secured $1.3M in funding, aggregated automobile data across the top auction houses, built digital funnels, and executed event-based lead generation.
Result: Reached 2M buyers and collectors and converted 32% of event attendees into qualified users within six months.
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