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.

 

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

 

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

• Elevated brand presence via AIA sponsorships, trade shows, and community activations

 

2. Industry Presence Expansion

• Empowered regional managers with targeted branded materials and support

• Increased architect outreach via AIA programs and key trade events

• Secured and managed product placements on national TV shows (Designing Spaces, America by Design)

• Initiated partnership with Modernism Week (35,000+ attendees annually)

• Collaborated with PR for major sponsorships (Hollywood Reporter Power Broker Awards, WSJ Upfronts NYC)

 

3. Multi-Channel Growth & Digital Strategy

• Executed targeted print and digital campaigns driving demand

• Directed creative strategy and agency partnerships to optimize digital presence, including influencer and affiliate marketing initiatives

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Execution & Impact:

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

• Revamped email marketing, boosting clicks from 50 to 1,100+ and improving open rates by 15% through stronger content, design, and automation

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

• Increased LinkedIn impressions by 212% and reach by 179% with targeted content and platform messaging

• Scaled organic Instagram reach to 9K+ monthly, enhancing visual storytelling and engagement

• Launched first-ever UGC, influencer, and affiliate programs, driving trust and industry buzz

• Strengthened event and PR presence with key activations and sponsorships (Modernism Week, TV placements, national awards events)

• 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

• Led digital overhaul strategy including SEO, UX, and CMS rebuild (in progress)

• Managed and restructured $1.3M marketing budget, saving $500K while modernizing channel mix and spend tracking​

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Skills:

• Strategic Marketing Leadership • Content Strategy & Development • Brand Management & Refresh • Business Development & Partnerships • Cross-functional Team Alignment • Customer Journey & Lifecycle Marketing • Reputation Management • KPI Tracking & Budget Oversight

 

Technology:

• Mailchimp • Google 4 Analytics (G4) • Google Console • WordPress • Google Ads • Meta Ads Manager • Mailchimp • OC Home-Grown CMS • Microsoft Teams • Adobe Photoshop, Illustrator, Premiere Pro