The Work
Every project began with a question.
The finished campaign is only part of the story. These case studies explore the research, conversations, decisions, experimentation, and lessons that shaped the outcome. They're less about showcasing finished work and more about understanding how thoughtful marketing takes shape.
Buy in July Campaign
How do you increase engagement without increasing email volume?
Annual promotions often rely on sending more emails to more people. This campaign explored a different approach: reaching the right audience at the right time through thoughtful segmentation, lead scoring, and messaging that reflected where customers were in their buying journey.
Rather than treating every contact the same, the strategy focused on understanding intent and building a campaign around it.
The Work Behind
What happens when the strategist becomes the client?
Rebranding my own portfolio became an opportunity to step back and examine the same questions I ask on every project.
What story am I trying to tell? What problem am I solving? And how can the design, writing, and structure work together to communicate that clearly?
This project documents the process behind building a personal brand that reflects not only what I do, but how I think.
Lead Scoring & Audience Segmentation
How do you prioritize the people most likely to engage?
Not every contact is at the same stage of the customer journey. This project focused on developing a lead scoring framework that combined customer fit with behavioral engagement, helping marketing efforts become more intentional and more relevant.
Instead of casting a wider net, the goal was to make every interaction more meaningful.
Connecticut Repair Campaign
How do you generate demand from a highly targeted audience?
This regional campaign was designed to increase awareness of Heath's Connecticut repair facility while reaching a relatively small audience with messaging that reflected their specific needs.
The challenge wasn't reaching more people—it was reaching the right people with the right message.
Product Education Campaign
How do you educate without sounding like you're selling?
Technical products often require more than a list of features. This project focused on helping customers understand how the RMLD-CS™ fits into real-world operations through educational content that emphasized clarity, context, and practical value.
The objective wasn't simply to promote a product.
It was to help people understand why it mattered.
AI Customer Journey Design
How do you create better customer experiences before a conversation ever begins?
Designing a chatbot wasn't just about automation. It was about understanding how customers think, anticipating their questions, and creating a journey that helped them reach the right solution with as little friction as possible.
Every decision in the workflow started with one goal: make the experience easier for the customer.