Projects
Below is a sampling of some of the projects I have worked on over the years showcasing my wide range of expertise in all things Digital, Brand, and Product.
Brand Lead
Creation | Management | Design | Distribution | Communication | Engagement
Al Mar Knives is a respected brand among tactical users, rooted in our Special Forces founder and renowned designer—but we’re still a small player in a crowded market. To make a bigger impact, I created a standout launch for our USA-made SERE Operator Knife.
I shipped the knife in a USA-made ammo can, complete with authentic-style yellow markings—reimagined to highlight the product and brand. Inside: a secured brochure, branded swag, and the knife. Each can was locked with a 4-digit code, with a handwritten note offering escape room-style clues.
This approach turned a single launch moment into multiple pieces of content, driving greater exposure and achieving nearly 90% sell-through at launch.
Click the images to the right to see details.
Brand Lead
Creation | Management | Design | Distribution | Communication | Engagement
The service cart market is crowded, so for the SUNEX Tools Powered Drawer Service Cart we needed a clear way to stand out. I led the creation of a bold, benefit-driven name—The Juic’d BOX—to instantly convey on-board power, paired with a playful juice box icon (with a plug-style straw).
We extended the concept into launch assets, including branded power banks, custom juice boxes with product specs, and oversized “juice box” PR kits for partners filled with swag and product info.
The campaign cut through the noise, driving a strong sales surge and earning a PTEN Innovation Award in the storage category.
Click the images to the right to see details.
Website Lead
Management | Design | Authoring
Launched a new website with a much more eCommerce-friendly execution, leveraging the Akeneo PIM to populate a Shopify store that drove traffic to strategic e-commerce partners via Wayvia. Accounting for nearly a 1,500% increase in impressions, a 1,300% increase in leads, and a 1,200% increase in purchases year over year.
Click the image to the right to see details.
Website Lead
Management | Design | Authoring
Championed the successful launch of an internationally award-winning website that amounted to a +25% increase in sales, a -52% reduction in bounce rate, and an increase of +21% in organic new users. Which created the solid groundwork for 6 other global websites in over 130 countries.
Click the image to the right to see details.
Email Lead
Management | Design | Distribution
Established the email marketing strategy for the organization. Creating content, writing copy, establishing UTMs for tracking, and utilizing A/B Testing that accounted for an increase of +3,000% in contacts and an open rate and click-through rate of 17%.
Click the image to the right to see details.
Social Media Lead
Content Creation | Scheduling | Engagement
Directly managed all digital marketing efforts for the GEARWRENCH brand as well as race and influencer partner relationships to grow to 2.6B Impressions(+216%) 88% Net Sentiment and +1M Social Media followers.
Click the image to the right to see details.
Website Lead
Management | Design | Authoring
While simultaneously working on the award-winning GEARWRENCH website mentioned above. I also launched the Crescent Tools site as well. This site accounted for a year-over-year improvement of +22% increase in sales, +35% increase in impressions, +45% increase in click-throughs and 50% reduction in bounce rate.
Click the image to the right to see details.
Email Lead
Management | Design | Distribution
Championed a creative campaign that promoted a unique new product with an unconventional email that encouraged users to scroll and engage with all the featured and benefits of the product.
Click the image to the right to see details.
