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. 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: UX direction, lead funnel strategy, SEO architecture, analytics setup, agency coordination, page building, content writing, copyediting, 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

 

Execution & Impact

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

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

• 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.

• 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%).

• All social results achieved through agency strategically directed and managed by me.

• 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.

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

• Strengthened event and PR presence with key activations and sponsorships.

• Delivered targeted sales collateral and branded materials to empower regional sales growth.

• Unified customer journey by collaborating cross-functionally with sales, service, and engineering teams.

Pacific Palisades Fire Rebuild Program

In response to the LA wildfires, I developed and launched a multi-channel fire resiliency content and campaign program connecting affected architects, dealers, and homeowners to Fleetwood's fire-resilient products and the broader rebuild effort. This is ongoing work spanning events, email campaigns, trade outreach, and content strategy, positioning Fleetwood not just as a product but as a partner in community recovery.

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Fire Resiliency Leads email: comparable open and CTR rates to top-performing sequences WestEdge Design Fair activation with post-event lead nurture campaigns deployed Ongoing rebuild program across events, channels, and advocacy content Positioned Fleetwood as a fire-resilient building material authority in the LA market

Website & Digital Infrastructure

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Served as client-side digital lead for full website overhaul with a 5-person external dev team, providing UX direction, lead funnel strategy, SEO architecture, and analytics configuration Connected the web team with the creative agency and managed cross-team coordination, scope definition, and budget accountability Personally built pages, wrote and edited all site content and copy, and managed ongoing updates in OC's custom enterprise CMS Defined future scope and roadmap priorities, holding the dev team accountable for full delivery Delivered targeted sales collateral and branded materials for regional sales teams Unified customer journey across sales, service, and engineering

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Skills

Strategic Marketing Leadership, 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

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Technology

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