Content built for the business, not the calendar.

Create the digital marketing function—and a connected experience.

Xyngular had an energized distributor community and an ambitious product roadmap, but no dedicated digital marketing department. I built that function for a $100M company, owning the Communications and Digital Marketing budget and leading a social media coordinator, email specialist, and two copywriters. I also managed the external SEO and content partners that extended the team’s capabilities.

The challenge was to replace channel-by-channel publishing with a coordinated system that could build anticipation, support the field, and sustain demand after launch day across six markets.

One strategic idea, expressed wherever the audience needed it.

I implemented HubSpot marketing automation within my first three months, introducing segmentation, targeted workflows, and lifecycle campaigns. That foundation connected campaign narratives, product education, web experiences, email, social, video, distributor tools, and community stories.

• Built launch narratives around customer outcomes rather than product features alone.
• Created a continual testimonial-gathering process and collected more than 80 stories before the product launch.
• Trained the full marketing department in StoryBrand principles to create more consistent messaging.
• Adapted campaign and automation systems for six markets while preserving brand coherence.
• Used performance data to extend winning stories beyond the launch window.

A launch moment became a durable growth engine.

The integrated effort contributed to a $1M-plus sales day and generated more than 500,000 launch views. The broader content program increased organic traffic 180%, blog views 71%, and page views 75%.

The work proved that content performs best when it is not treated as a department. It is the connective tissue between brand promise, product value, community energy, and revenue.