BSCAI (Building Service Contractors Association International), commercial cleaning industry · Positioning, brand

The situation: While consistently seen as an established and respected trade association, smaller and newer cleaning companies saw BSCAI as out of reach and didn’t realize they were exactly who it wanted as members.

What I did: Over multiple years, I worked with the executive director, board, and senior staff on a new messaging framework that honored the association’s history while speaking directly to companies newer to the industry. We rebuilt the website around that messaging framework, then rebranded the whole organization. I ran the focus groups, sorted through strong and competing opinions, worked directly with creative teams, distilled themes, and brought the board to consensus before launch.

What changed: The new logo and tagline launched in May 2026 at the Executive Management Conference, an event I also marketed. Members responded warmly onsite, and several commercial cleaning trade publications covered the launch.

My role: Led the rebrand from March 2025 through launch, with the creative team.

Trade association in the retirement plan industry · Positioning, community

The situation: the organization’s positioning was unclear, its practices and website were dated, and event registrations were low.

What I did: Starting in October 2024, I worked with volunteer leaders to reexamine what made NIPA valuable and who it wanted to be. That became a new identity, “Your Community of Retirement Professionals,” carried through brand design, a messaging platform, and standardized marketing practices. I also built a plan to grow LinkedIn engagement from influential voices in a niche field.

What changed: The new brand launched in May 2025. Since then, participation and revenue for NIPA’s events have grown substantially, both in size and in profitability. The organization’s flagship event, which took place in January 2026, grew its revenue by 70% year over year.

My role: Marketing strategy and brand repositioning.

Smithbucklin · Marketing technology and AI

The situation: Teams across Smithbucklin were writing for 75+ client organizations, each with its own style guide and brand rules.

What I did: I built AI agents that check any piece of writing against a client’s style guide, brand guidelines, and public web content. I also built an agent that evaluates a webpage for SEO, GEO, and AEO and recommends fixes, and a prompt library for the marketing and communications unit.

What changed: The writing agents are being rolled out for every Smithbucklin client and across the company’s 650+ employees, and the prompt template library is being rolled out to a 80-person marketing and communications unit.

My role: Designed and built the tools.