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Omni-Channel Conversion & Partnership Strategy
Driving measurable customer growth and securing co-op funding through a unified B2B2C brand ecosystem.
The Challenge
Tasked with bridging the gap between national brand equity and local company sales, I led the design strategy for a multi-layered campaign targeting both existing Winsupply customers and competitor market share. The objective was to create a cohesive visual framework that functioned across high-friction touchpoints, including digital, social, and physical retail environments, while managing complex stakeholder requirements from corporate leadership and third-party vendors.
Campaign Objectives
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Drive Acquisition & Conversion: Design targeted pathways using localized value propositions and high-intent offers to win competitor market share.
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Optimize Cross-Channel Journeys: Develop a scalable visual system ensuring a frictionless user transition from digital touchpoints to physical retail environments.
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Secure Stakeholder Buy-in: Position design as a strategic asset to meet rigorous vendor standards, successfully securing national co-op funding.
Social Media Examples
Email Example
Print Examples
Outcome
The strategic framework and visual assets were escalated to the Local Company Group Vice President and Assistant Marketing Director for high-level review. While the campaign ultimately did not launch due to a shift in external funding priorities, the work was commended for its strategic alignment and served as the benchmark for how the department presents multi-channel initiatives to enterprise partners.
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