STRATEGIC MARKETING PROJECTS.
FOCUSED. PRACTICAL. IMPACTFUL.
EXPERTISE APPLIED TO WHAT MATTERS MOST.
Not every marketing challenge requires an ongoing engagement. Sometimes you need experienced help to answer an important question, build a plan, launch something new, get trade media coverage or figure out what's getting in the way.
Strategic Marketing Projects are focused engagements built around a specific challenge, opportunity or business priority.
35%
of senior executives say the disconnect between planning and execution is their biggest barrier to reinvention.*
STRATEGY ONLY MATTERS IF YOU CAN EXECUTE IT.
Get experienced, hands-on marketing support to turn priorities into action, tackle important initiatives and keep the work moving.
*Source: Project Management Institute, 2025
COMMON PROJECT TYPESREAL CHALLENGES.
PRACTICAL SOLUTIONS.
Every business is different, but here are some of the most common strategic projects I help building products manufacturers and their channel partners tackle.
CUSTOMER & MARKET INTELLIGENCE
Better decisions start with better information.
It's easy for marketing teams to get too close to their own business. Assumptions become accepted as facts. Customer insights get filtered through sales conversations. Competitors change. And what the organization thinks the customer cares about isn't always the case.
I help teams step outside their own walls to develop a clearer picture of the customers, competitors and market around them.
That might mean talking directly with customers, contractors, dealers or other channel partners. It could mean surveying an audience, assessing how competitors are going to market or bringing sales and marketing together to uncover where they’re not aligned.
The objective is to uncover insights that help your team make better decisions about where to compete, what to say, and where marketing can make a bigger impact.
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Voice-of-customer research
Customer and channel surveys
Audience research
Competitive marketing audits
Sales & marketing alignment assessments
GO-TO-MARKET PLANNING
Turn strategy into a plan your team can actually execute.
Strategy isn't particularly useful if nobody knows what happens next.
I help marketing teams translate business priorities into focused go-to-market plans — defining the right audiences, messages, channels and actions needed to move forward.
That means answering the practical questions: Who influences the decision? What role does each channel play? What does sales need? What happens first? What resources are required? And how will we measure success?
The result is a clear, actionable roadmap that aligns marketing, sales and agency partners around what needs to happen and why.
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Go-to-market planning
Audience prioritization
Channel planning
Marketing activation planning
Campaign planning
Sales enablement planning
NEW PRODUCT LAUNCH PLANNING
A great product deserves a great launch.
Launching a new product in building products can get complicated quickly.
Marketing may need to reach several audiences. Sales needs to understand how to sell it. Dealers and distributors need the right tools. Contractors or installers may need education. Agency partners need clear direction. And all of it has to come together around a launch date that isn't moving because operations is ready and marketing isn't.
I've helped lead more than 20 product launches throughout my career, and I've learned that successful launches rarely come down to one big idea. They come down to getting a lot of important things aligned.
I help teams build that plan — identifying the audiences, messages, channels, tools, milestones and responsibilities needed to take a product from internal priority to successful market introduction.
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Launch strategy and plan
Audience and channel planning
Sales and channel enablement
PR & Communications planning
Build credibility with the people who shape the market.
Building products companies often have more stories worth telling than they realize — new products, customer insights, technical expertise, interesting projects and people with deep industry knowledge.
The opportunity is getting those stories in front of the people who matter, from trade media and editors to contractors, builders, designers and creators whose audiences trust them.
I bring years of experience developing and executing PR programs for building products brands, along with a strong understanding of the media, audiences and industry dynamics that shape how brands earn attention.
I can help identify the right stories, sharpen the message and build focused PR and influencer programs that generate awareness, credibility and third-party advocacy.
PR & INFLUENCER MANAGEMENT
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PR strategy
Media relations
New product launch PR
Trade media outreach
Press releases
Thought leadership
Influencer identification & outreach
Influencer program management
Product placement
Editorial opportunities
Awards programs/submissions
MARKETING OPTIMIZATION
Sometimes the problem isn't the marketing. It's how the work gets done.
Good people can still get stuck in bad processes. Priorities compete. Sales and marketing fall out of sync. Agency responsibilities overlap. Approvals drag on. Teams spend more time managing the work than improving it.
When that happens, another campaign isn't going to solve the underlying problem.
I take an objective look at how your marketing organization plans, prioritizes and executes — working with leadership, marketing, sales and agency partners to identify what's working, where things are breaking down and what needs to change.
The result is a clearer, more effective way of working that helps your team focus its time and resources where they can make the greatest impact.
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Marketing Effectiveness Audits
Process & Workflow Reviews
Sales & Marketing Alignment
Agency & Partner Optimization
Organization & Resource Reviews
Measurement & Reporting
EXPERIENCED. INDUSTRY-FOCUSED. READY TO START.PUT EXPERIENCE TO WORK FOR YOUR BRAND.
Building products marketing comes with its own complexities — multiple audiences, layered channels, long buying journeys and products that may be specified, purchased and installed by completely different people.
I've spent years working within that complexity, across manufacturers, products, audiences and channels. Strategic Marketing Projects put that experience to work on a specific challenge or opportunity for your brand.
That means less time learning how your industry works and more time digging into the problem, asking the right questions and developing practical recommendations grounded in the realities of the building products market.
A COLLABORATIVE PROCESS.
HOW IT WORKS01
DEFINE
We start with a conversation.
What you're trying to solve, what's driving the need and what a successful outcome looks like.
02
DETERMINE
We'll identify what needs to be done.
The questions we need to answer, the work required and the right approach for tackling it.
03
SCOPE
I'll turn that into a clear scope of work.
The scope of work clearly outlines the objectives, deliverables, timeline and investment so we both know exactly what we're setting out to accomplish.
04
EXECUTE
Once we're aligned, I’ll get to work.
I’ll collaborate with your team and partners as needed to move the project from idea to completed deliverable.
FREQUENTLY ASKED QUESTIONSA FEW QUICK ANSWERS.
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I focus on projects where my experience in building products, brand and marketing can add meaningful value. That includes customer and market intelligence, go-to-market and activation planning, new product launch planning, PR and influencer management and marketing effectiveness and operations.
If your challenge doesn't fit neatly into one of those categories, reach out. We can talk through the need and determine whether I'm the right fit.
If I’m not, I may be able to introduce you to another partner in my network.
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Every project starts with the problem, not a predetermined package. We'll define what you're trying to accomplish, determine the work required and agree on clear deliverables, timing and investment before getting started.
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It depends on the scope. A focused audit or research project may take a few weeks, while a more involved launch, go-to-market or PR engagement may span several months to a year. The expected timeline will be defined as part of the project scope.
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Both, depending on the project. I'm comfortable doing the work — conducting interviews, developing plans, managing PR outreach, building launch roadmaps or facilitating stakeholder conversations. When specialized capabilities are needed, I'll work alongside your internal team or existing agency partners.
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Most engagements are designed to work remotely, giving me the flexibility to work closely with your team wherever you’re located. I’m also available to travel for kickoff sessions, important meetings, workshops or other moments when being in the room makes a difference.
For engagements that require travel, related travel time and expenses are covered by the client.
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Absolutely. I've spent much of my career on the agency side and am comfortable collaborating with creative, digital, media, PR, research and other specialized partners. My role is to complement the resources you already have, not unnecessarily replace them.
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Building products and materials are my primary focus because that's where I have the deepest industry experience. I'm also open to adjacent B2B manufacturers and organizations with similarly complex audiences, channels and paths to market.
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That's completely fine. You don't need to show up with a finished scope of work. Start with the challenge you're facing. We'll talk through what's happening, what you're trying to accomplish and what kind of support would make sense.
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Yes, when it makes sense. A project may uncover a need for ongoing leadership or additional work, but there's no expectation that it has to. Strategic Projects are designed to stand on their own and deliver value against a defined need.
HAVE A GAP ON YOUR MARKETING TEAM?LET’S FIGURE IT OUT TOGETHER.
These aren’t off-the-shelf packages. They’re examples of the kinds of focused marketing challenges I can help solve.