Featured Project: Omnichannel Campaign Launch
I led the creative strategy and content development for a fully integrated campaign—translating business objectives into a compelling, multichannel narrative across web, email, social, video, and sales assets to drive awareness, engagement, and conversion.
Background
As Reworld™ expanded its risk reduction and value generation capabilities, it needed a campaign to unify its message and elevate its role as a true sustainability partner. “Waste Better.” was created to challenge outdated perceptions of waste and reaffirm the company’s innovative approach to solving today’s climate and resource challenges. Built to spark interest, drive leads, and serve as the natural successor to “reimagining one’s world”, the campaign marked a bold shift in tone—reframing waste as a strategic opportunity that requires action, rather than a problem to continue meditating on.
Process
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Campaign Positioning
Developed a central campaign idea rooted in customer insight and brand positioning to act as the natural successor of the rebrand launch campaign.
Aligned messaging around sustainability, operational impact, and business resilience.
Created messaging hierarchy and narrative pillars for use across all campaign assets.
Content Strategy & Planning
Defined content goals, formats, and channels to meet audience needs across the funnel.
Built a content roadmap that balanced thought leadership, lead gen, and brand awareness.
Partnered with sales and subject matter experts to ensure technical accuracy and commercial relevance.
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Creative & Asset Development
Led concepting and copywriting for all campaign deliverables, including landing pages, gated articles, emails, webinar scripts, paid and organic social, and sales enablement materials.
Collaborated with designers and video editors to bring the campaign to life visually and dynamically.
Developed a gated content experience to drive qualified leads, supported by tailored nurture flows.
Channel Activation & Sales Integration
Rolled out the campaign across web, social, email, paid media, and webinar channels.
Equipped sales teams with targeted decks, follow-up messaging, and customer-facing assets.
Coordinated internal alignment to ensure consistency in execution across touchpoints.
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Brand Elevation
Positioned Reworld as a forward-looking sustainability partner, differentiating it from traditional waste vendors.
Sparked new conversations with industrial prospects and customers unfamiliar with Reworld’s full offering.
Lead Generation & Engagement
Drove measurable increases in web traffic, form fills, and webinar attendance.
Achieved strong engagement metrics on paid social, with above-average CTRs and time-on-page for gated content.
Scalability
Created a reusable messaging and visual framework for future campaign extensions and sector-specific rollouts.
Provided sales and marketing teams with a library of modular assets that could be adapted across audiences and channels.
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Channel Performance & Reach
Had over 56 million digital impressions in Q1 2025.
Increased Q1 web traffic by 16+%.
Engagement & Lead Conversion
Solution page session durations rose approximately 19%.
45% of all Q1 website leads were directly connected to this campaign.
Generated $32+ million in new revenue opportunities in Q1.
Campaign Coordination & Efficiency
Executed across seven coordinated touchpoints, including display, social, SEM, sponsored, video, and more.
Cross-functional kickoff and weekly syncs cut revisions in half.
Takeaway
This campaign reinforced the power of a strong, flexible brand idea to unify storytelling across channels and stakeholders. I deepened my ability to turn abstract positioning into concrete, actionable content—and saw firsthand how aligned strategy, messaging, and creative can drive both perception and performance.