What I Know and What I Do with It
I'm a marketing practitioner with 20+ years in the commercial fire, security, and life safety industry. That means I understand the products, the channels, the compliance landscape, and the buying process before I write a single word of copy or build a single workflow. The work below reflects how I apply that knowledge across three areas where technical businesses typically need the most support.
Demand Generation
Getting the right message to the right audience at the right stage of the buying process
Fire alarm, security, and access control products don't sell through awareness alone. The buying process is long, the technical barriers are real, and the decision often involves multiple stakeholders, facility managers, engineers, AHJs, and installing contractors. I build campaigns that account for that complexity and move prospects through it.
Go-to-Market Strategy
Developing annual marketing plans, campaign strategies, and messaging frameworks aligned to business goals and channel structure. Currently managing the full marketing strategy for a 15-branch regional life safety integrator.
Campaign Development and Execution
Building and running integrated campaigns across LinkedIn, email, and digital channels. Includes audience segmentation, ad creative, landing pages, lead capture, and CRM routing.
Marketing Automation
HubSpot power user with implementation experience. Builds lifecycle workflows, persona-based nurture sequences, lead scoring, and automated follow-up sequences. Also experienced with Marketo.
Analytics and Optimization
Google Analytics, UTM tracking, and campaign reporting to understand what's working and where budget should go. Builds visual dashboards to communicate performance to stakeholders.
Customer Retention
Developing ongoing communication programs: newsletters, compliance content, service reminders, that support recurring revenue and long-term customer relationships.
Technical Education and Sales Enablement
Turning product knowledge into sales confidence across dealer, distributor, and end-user channels
In dealer and integrator channels, a salesperson's confidence in a product is what drives the recommendation. Technical education is demand generation in this industry, not a support function. I've spent 20 years building content that gives channel partners the knowledge and tools to sell effectively.
Interactive eLearning Development
Building self-paced training modules in Articulate Storyline and Adobe Captivate. Full production from needs analysis and script writing through voiceover, animation, and deployment.
Webinar Production and VILT
Managing end-to-end production of technical webinars and virtual instructor-led training. Includes content development with subject matter experts, deck design, rehearsal, live moderation, and post-event distribution.
Sales Enablement Content
Producing the assets that help sales teams and dealers have better conversations: interactive playbooks, RFP templates, technical presentations, product comparison tools, and field-ready reference materials.
Compliance-Based Content
Using NFPA standards, IBC/ICC requirements, and AHJ considerations as the foundation for content that positions a brand as the technically authoritative choice for specifiers and engineers.
Content Production and Brand Management
Building and maintaining a consistent brand presence across every channel and format
Technical businesses often have a credibility gap between how good their products are and how well their marketing communicates that. I close that gap by producing content that is accurate, specific, and built for the audience that actually reads it, not a general consumer audience.
Video and Multimedia Production
Producing and directing technical video content from concept through distribution. Includes product demonstrations, brand overview videos, podcast production, social content in Adobe Express, and screen-capture tutorials. Production tools include Adobe Premiere Pro, Streamyard, and Vidyard.
Email and Digital Content
Writing and designing multi-touch email nurture sequences, product launch campaigns, newsletters, and HTML email ads for trade publications. Built and deployed in HubSpot, Marketo, and publication ad management platforms.
Ad Development
Designing print and digital advertising for trade publications and digital channels. Concept, copy, and design, built around specific audience pain points and product differentiators rather than generic brand awareness.
Website and Digital Asset Management
Managing website content in WordPress, Wix, and Adobe Experience Manager. Also experienced in DAM and PIM system management across large multi-brand portfolios.
AI-Assisted Production
Incorporating AI tooling (Gemini, Claude, Co-Pilot) into the content development workflow to maintain output quality and publishing cadence, particularly in one-person or resource-constrained marketing environments.