Integrated Digital Strategy & Operations
ECCO
Industry: B2B Manufacturing
The challenge
Initially hired to support digital strategy, I uncovered broader inefficiencies caused by siloed systems, a lack of customer insight, and outdated digital infrastructure. Our biggest issue wasn’t tools — it was disconnection.
My role & approach
I spearheaded a cross-functional transformation to build a smarter, customer-informed marketing engine.
Key actions:
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Conducted target persona interviews to uncover pain points
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Advocated for and helped implement a CRM system and analytics stack
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Led a full website redesign to support e-commerce
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Proposed automation improvements to streamline support
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Established an integrated marketing + sales + service funnel
🧠 What this taught me: Listening to your customers isn’t revolutionary — but acting on what they say can be.
The results
📊 +63% increase in qualified digital leads YoY through improved targeting and funnel clarity
💸 Reduced manual processing by 40% through automation in accounting and customer service
📈 +28% boost in digital-attributed revenue, supporting stronger cash flow and contributing to improved EBITDA
🌐 2x increase in organic web traffic following launch of website redesign and analytics-driven SEO improvements
✅ This project shifted me from digital executor to operational change agent — blending creative thinking with systems leadership.
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