A Few Case Histories

Drove in-house communications for multinational genetics engineering firm Cibus while managing outside advertising and PR agencies and other outside vendors. Identified new growth opportunities and created multiyear plans, initiating new go-to-market strategies. Served as the brand and marketing steward, initiating major rebranding campaign and integrating communications efforts for pipeline products while positioning firm for $65 million VC offering and eventual IPO filing.

A manufacturer of high performance industrial optical instruments. Family-owned firm was stuck in neutral, and sales required jump-start. CEO focused more on personal issues than expanding pipeline; needed strong hand to develop/manage communications efforts.

• Created and managed worldwide branding campaign for 1,800 custom and OEM products.

• Developed communication strategies targeting 10 industries while establishing new niches.

• Increased qualified sales lead volume 625% within 21 months with negligible additional costs.

San Diego-based non-profit providing free board services to small businesses. Client provides C-Suite skills to private businesses, but lacks visibility in target market. 

• Strategizing and implementing first comprehensive marketing plan since the organization’s founding in 1998.

• Have successfully increased organization’s prominence while operating without any budget.

Developed first marketing plan in the 40-year history of this non-profit organization, leading them from community confusion to a position of integrated branding, introduction of new name and logo, and positioning to quintuple fundraising results over a six-year period.

Cargo division of air carrier servicing 6 continents. Client faced 3-year delay of new planes to expand capacity. Campaign maintained market visibility before delivering high profile efforts to increase business.

• Introduced personalized Blue Book as a vehicle for ongoing visits from account managers.

• Developed No Pain, All Gain campaign, improving market position with 31% qualified return.

• Created It All Begins In Amsterdam sweepstakes, generating 16% response from target audience.

Developed compelling messaging for Liberty Medical, a DTC distributor of diabetes, enteral, and respiratory medication and supplies, integrating marketing solutions across traditional media. Utilized direct marketing, PR, telemarketing, and broadcast advertising to develop a seamless sales experience, successfully acquiring 100,000+ new qualified customers for sales funnel.

A non-profit organization dedicated to making New York City nicer. Client lacked visibility for major community volunteer cleanup effort.

• Created Take Pride in New York campaign, paving the way for New York’s initial “Green Marketing” movement.

• Strategized/implemented first marketing partnership with First Brands (Glad Bag Division).

• Linked Glad Bags and other major corporate sponsors with 83,000 NY City school children.

Built strategy, branding, and messaging for Sun Country, an affordable housing builder focused in southern California. Positioned company to double sales over 10 years.

International humanitarian agency providing global crisis assistance. Client required annual fund development not prejudiced by internal politics.

• Created Charitable Gift Annuity Fund campaign with 2 million name outreach.

• Returned 600% ROI

A full-service in-house marketing agency exclusively servicing AIC International. Growing service business lacked management skills to deliver benefits of in-house communications.

• Streamlined advertising/production processes, saving parent firm $500,000+.

• Increased revenues 500% over 4 years while significantly lowering unit costs.

• Increased annual qualified sales leads 350% while improving media buy effectiveness 98%.

• Spun off agency with over $5 million in annual billings.