Global Logistics: Cartwright International, a third-generation van lines company based in Grandview, MO. Online presence was out-of date and inaccurate with no Search Engine Marketing (SEM). Worked with executive team to established benchmarks to measure program effectiveness against critical Key Performance Indicators (KPI). Defined objectives for technology upgrade from multiple access-based legacy platforms to enterprise level platform. Spearheaded international search.
- Developed marketing strategy with consensus building approach involving every level and department. Team project leader for web development and rebranding resulting in new division names and consistent branding across all channels. Site including international currency exchange, real-time international quote capabilities, language translation, SEM included SEO and PPC campaigns with social integration. Review of measurement data led to niche marketing opportunities in profitable luxury shipping categories.
- Worked with executive team to established benchmarks to measure program effectiveness against critical KPIs and define objectives for technology upgrade from multiple access-based legacy platforms to enterprise level platform. Spearheaded international search.
- Worked with departmental and division heads to identify scope of projects and prioritize resource allocation to meet goals. Assembled multiple internal and external teams to address technology issues. Coaching and team building at division and departmental levels to ensure buy-in.
- Worked with key industry publications to increase public relations coverage at key industry events.
Overall team effort resulted in a shift from unprofitable, manual sales processes to profitable online and metrics-driven marketing and sales for this 30-million dollar company.