The Content Funnel That Converts
No funnel structure means leaving growth on the table. Here's how to map every post to the stage that actually moves people to buy.
Read post →Marketing professional rooted in data, with a track record of turning content into community, and community into revenue. Currently overseeing digital strategy at Altorfer CAT.
Marketing, content, data, and the lessons that only come from doing the work.
No funnel structure means leaving growth on the table. Here's how to map every post to the stage that actually moves people to buy.
Read post →Forget listener counts. The real value of a branded podcast is what it unlocks for your entire content engine.
Read post →The old way of thinking about organic and paid as separate buckets is costing you results. Here's the fix.
Read post →Real campaigns, real numbers — and what it actually took to get there.
A multi-channel Black Friday campaign offering 50% off fluid & air filters via parts.cat.com. Ran email flows for registered and non-registered users, social, SMS, direct mail, and in-store digital — driving a 456% year-over-year revenue increase.
A 3-phase, 5-month organic social campaign celebrating Altorfer's 500th certified machine rebuild. 14 clips spanning behind-the-scenes process content, a 7-day Rebuild Week at delivery, and a hero film with customer interview — zero paid amplification.
A multi-channel campaign to generate D6 rebuild quotes from near-zero awareness. Targeted high-opportunity customers across social, email, direct mail, and in-store — driving a 5× increase in quote volume and 100× return on a $10K budget.
A complete overhaul of Altorfer CAT's parts page — from a static wall of text to a visual, SEO-structured hub with part category pages, a search bar, and direct ecommerce integration into parts.cat.com.
Series built to spark conversations, grow audiences, and turn viewers into a community.
Takes you inside the jobsites that make everyday life possible — from water and sewer infrastructure to roads, utilities, and large-scale developments. Jobsite walkarounds, real conversations with crews, and a closer look at the machines that power it all.
Educates current and potential customers on equipment features and tips — while creating a forum for people to debate use cases and compare to competitors. Spans both long-form deep-dives and short-form clips across platforms.
The platforms and disciplines behind the numbers above.