About the Company

Fleetwood designs high-end aluminum-framed sliding doors and windows for luxury modern homes. Known for precision and innovation, the brand is a top choice for architects and builders focused on sleek, high-performance spaces.

 

My Role

Senior Marketing Manager: sole in-house marketing leader. Served as strategic communications advisor to executive leadership, ghostwriting C-suite updates, developing keynote/speech decks, moderating executive tone, and securing 13+ national thought-leadership placements. Responsible for sourcing, selecting, and managing a 20-person creative agency ($500K budget) and serving as client-side lead for a 5-person external web development team.
 

For the website, I owned the full engagement: content strategy, writing, and copyediting. I also owned UX direction, lead funnel strategy, SEO architecture, analytics setup, agency coordination, page building, and ongoing site management in OC's custom CMS. I worked directly with designers and developers on budgeting, scope definition, scope accountability, and future roadmap planning.

 

All marketing strategy, creative direction, campaign planning, budget oversight, and cross-functional alignment was owned by me, with no marketing team above or below.

 

Challenges

No formal marketing strategy or department since founding (1961) Brand reputation affected by service issues and pandemic delays Declining dealer relationships and stalled regional growth Limited visibility among architects, builders, and developers Fragmented $1.3M budget with no tracking infrastructure

 

Strategic Leadership & Key Initiatives

1. Brand Reputation Rebuilding

Refined brand messaging around quality, service, and homeowner value Amplified social proof with testimonials and strengthened dealer engagement Led full brand refresh including messaging, visual identity, and creative standards Elevated brand presence via AIA sponsorships, trade shows, and community activations Launched first-ever UGC, influencer, and affiliate programs

 

2. National Industry Presence

Secured placements on national TV: Designing Spaces, America by Design, World's Greatest (60M+ households), and HGTV (86M households) Modernism Week partnership (135K attendees) and International Builders' Show (75K attendees) Hollywood Reporter Power Broker Awards, WSJ Upfronts NYC Increased architect outreach via AIA programs and key trade events Empowered regional managers with targeted branded materials and support

 

3. Multi-Channel Growth & Digital

Directed 20-person agency across all digital, content, and creative execution Led full website overhaul as client-side digital lead: provided UX direction, SEO architecture, lead funnel strategy, and analytics setup; coordinated agency integration; built pages, wrote and edited all content, and managed ongoing updates in OC's custom CMS Worked directly with designers and developers on scope, budgeting, accountability, and future roadmap Launched paid programmatic, Google Ads, and email campaigns Built fire resiliency content program for Pacific Palisades rebuild Tripled CO-OP program usage with dealer-aligned tools and messaging

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4. Pacific Palisades Fire Rebuild Program: Crisis Communications & Community Advocacy

In response to the LA wildfires, I developed and launched an empathetic crisis communications and advocacy campaign to support affected architects, dealers, and homeowners through the rebuild process. Managing sensitive community outreach under tight timelines, I built a multi-channel content engine spanning events, targeted email communications, and educational trade resources. This initiative positioned Fleetwood as an authoritative, community-first partner in disaster recovery and fire-resilient construction.

• Fire Resiliency Outreach: Deployed targeted lead nurture and email communication sequences achieving engagement rates on par with top-performing brand campaigns.

• Event & Advocacy Activations: Executed strategic presence at the WestEdge Design Fair, followed by post-event nurture workflows connecting specification leads directly to regional rebuild resources.

• Stakeholder Positioning: Established Fleetwood as a trusted authority in fire-resilient building materials across the Los Angeles architectural and dealer network.

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Results

Organizational Leadership & Budget Management

• Established Fleetwood's first formal marketing department, modernizing strategy and execution aligned with business goals.

• Restructured $1.3M marketing budget, saving $500K while modernizing channel mix; earned $1.4M budget in year two.

• Increased CO-OP program utilization 20x — from $12K to $250K.

• Tripled CO-OP program usage with dealer-aligned tools and messaging.

Brand Visibility & Executive Earned Media

• Earned 3M+ impressions across 13 national placements in four months.

• Secured placements on national TV: Designing Spaces, America by Design, World's Greatest (60M+ households), and HGTV (86M households).

• Modernism Week partnership (135K attendees) and International Builders' Show (75K attendees).

• Hollywood Reporter Power Broker Awards, WSJ Upfronts NYC.

Campaign Performance & Audience Engagement

• Built and activated a paid media campaign generating 600K+ programmatic impressions, 20% engagement rate, 15% brand conviction rate, and 30 qualified leads in a single month.

• Residential Design email blast: 20% open rate (20K delivered), 2.68% CTR, 114 clicks.

• Architect Leads email: 43% open rate (3.7K delivered), 4% CTR.

• Dealer Leads email: 48% open rate (1.2K delivered), 6.5% CTR.

• Revamped email marketing infrastructure, growing clicks from 50 to 1,100+.

Social Media Growth & Channel Authority 

• LinkedIn engagement reached 10.97% (up from 5.93%; benchmark 4%), +212% impressions, 2,885 followers (+257%).

• Facebook engagement reached 10.89% (up from 8%; benchmark 2.5%).

• Instagram reached 9,483 followers (+220%) with 4.77% engagement (benchmark 4.4%).

 

​​Skills

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Strategic Marketing Leadership, Executive Communications, Content Strategy & Development, Brand Management & Refresh, Agency Sourcing & Management, Web Development Leadership, UX Direction & Lead Funnel Strategy, SEO Architecture, CMS Management & Page Building, Copywriting & Copyediting, Analytics Setup & Reporting, Scope & Budget Accountability, Business Development & Partnerships, Cross-functional Team Alignment, Lifecycle & Journey Marketing, Reputation Management, Community & Advocacy Campaigns, AI Workflows

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Technology

AI Platforms, Mailchimp, Google Analytics 4, Google Search Console, WordPress, Google Ads, Meta Ads Manager, Microsoft Teams, Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro, HubSpot, SEMrush