The Challenge:
The company had a strong offline reputation but needed a more cohesive and strategic digital presence. Marketing efforts lacked consistency across platforms, social engagement was underdeveloped, and there was an opportunity to better connect the brand’s legacy and values with modern audiences. The challenge was to elevate visibility, improve engagement, and support business goals without losing the authenticity of a long-standing, family-run construction brand.
The Strategy:
I focused on building a content-driven marketing strategy rooted in storytelling, consistency, and audience engagement. The approach emphasized showcasing people, projects, and company culture while aligning messaging across social media, digital campaigns, and promotional materials. By creating a clear editorial structure and performance-driven strategy, marketing efforts could support recruitment, brand awareness, and community presence simultaneously.
Execution:
I led all digital and social media strategy across Facebook, Instagram, and LinkedIn, managing editorial calendars, content production, and day-to-day engagement. This included developing campaign toolkits with graphics, copy, landing pages, and promotional assets aligned with company goals. I worked closely with leadership and internal teams to support recruitment initiatives, highlight company milestones, promote community involvement, and maintain a consistent visual and brand voice across platforms. Performance metrics were tracked regularly to refine content strategy and improve results over time.
Results and Impact:
Within the first year, social media growth and engagement increased significantly, with Facebook followers growing by 35 percent and Instagram engagement increasing by 40 percent. The company’s digital presence became more cohesive and professional, strengthening brand recognition across multiple markets. Marketing efforts supported increased visibility for projects, improved recruitment messaging, and deeper community engagement while establishing a sustainable, repeatable content strategy.
Conclusion:
This work demonstrates my ability to lead marketing strategy within a traditional, non-creative industry while delivering measurable growth. It highlights how strategic content, consistent storytelling, and data-driven execution can modernize a brand, increase engagement, and support broader business objectives without losing authenticity.
This project reflects my approach to marketing as a long-term growth function rather than a collection of one-off tactics.
