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Marketing the Marketing Department Initiative
Vision Strategy for Customer Connection
The Opportunity
During a strategic leadership meeting at headquarters led by the Local Company Group President,
I identified a major opportunity: our marketing at the time lacked visibility, emotional resonance, and alignment with the realities of the people we serve. In response, I created and pitched the “Marketing the Marketing Department” initiative — a proactive, leadership-driven concept designed to elevate our department’s storytelling power, humanize our brand, and create meaningful engagement across the Winsupply network.
Objectives
To shift internal marketing from static, tactical outputs to a narrative-driven, customer-first experience that:
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Repositions our marketing team as strategic storytellers and brand partners
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Bridges the emotional and cultural gap between our corporate communications and the independent local company owners
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Establishes a clear, consistent voice and aesthetic direction across internal platforms like Winzone
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Leads with authenticity, aspirational messaging, and a tone that reflects entrepreneurial spirit
Proposed Moodboard
Why it Matters
Following the HQ meeting, I recognized that many of our marketing efforts — while reliably executed — failed to capture the heart and individuality of our local company owners. I took initiative to meet with stakeholders across departments, then developed a visual mood board and campaign strategy that would serve as both inspiration and structure for this new direction.
My approach was rooted in leadership: identifying a blind spot in how we communicate internally, then proposing a scalable solution with narrative power. I envisioned a campaign that used motion graphics, animations, and spotlight storytelling to amplify LC voices — helping them feel seen, respected, and connected to the larger Winsupply identity.
Outcome
This initiative directly led to the formation of “Tell Your Win Story” — a cross-functional campaign where videographers from the Communications Department traveled to local companies to document their stories and successes. What began as a solo vision evolved into an enterprise-level storytelling movement. The project gained executive support, brought attention to the power of human-centered branding, and positioned me as a design and messaging leader within the organization. The direction I proposed continues to shape how our departments think about marketing impact and customer connection today.