See how clear strategy transforms real businesses.
Retail & Manufacturing
Brand Strategy & Growth
I helped redefine this brand with a clear, scalable strategy rooted in craftsmanship and connection. By unifying messaging across social, web, and events, the brand saw a 723% boost in reach and 37% more site traffic, elevating a heritage brand into a nationally recognized name in stringed instruments.
I developed a comprehensive brand and content strategy centered on clarity, craftsmanship, and connection.
Key initiatives included:
- Audience Segmentation: Defined four clear personas: Aspiring Musician, Educator, Professional Performer, and Retail Partner to guide messaging.
- Unified Brand Positioning: Framed KRUTZ as “where unparalleled craftsmanship meets scalable accessibility.”
- Content Pillars: Highlighted Craftsmanship, Artists, Dealers, Events, and Music Advocacy to humanize the brand and show credibility.
- Channel Strategy: Activated growth across Instagram, YouTube, TikTok, Facebook, and email as well as optimizing for SEO and community reach.
- Visual Consistency: Implemented brand kit across print, digital, and event collateral to strengthen recognition.
- Brand & Content Strategy: Focused Social Media, Blog, Site & Video strategy and implementation
- Social Media Management: Content that aligned with products, KRUTZ Artists, Events, Dealers
- SEO & SEM Optimization: Optimized the website and ran Google Ads
- Email Marketing: Worked with Sales to communicate key promotions, events, advocacy and education
- Dealer & Event Communications: Trade Show Marketing at national shows, American String Teachers Association(ASTA), National Association of Music Merchants (NAAM), Suzuki Association of the Americas
- Print Collateral Coordination: Guidance and Design on Website, Business Cards, Flyers, Signs, Logos, Banners
Education & Ministry
Brand & Content Strategy
I managed a unified communication strategy for the International House of Prayer University, aligning every channel around its mission to train leaders in prayer, worship, and biblical truth. The creative content team I managed included social media, broadcast and podcast studio, graphic design, video editing, and digital and physic asset management.
Our team refined IHOPU’s voice, built clear messaging for students and international audiences, and expanded reach through social, digital, and experiential content. The result was a strengthened brand identity that connected spiritual depth with modern relevance for a new generation of leaders.
Non-Profit & Political
Social Media Growth & Engagement Strategy
Connie Kao invigorated their social media presence through paid ad content strategy and data-driven storytelling for the AFTERMATH traveling memorial.
Between August and October 2025, Facebook page views surged 1,063% to over 782,000, interactions rose 489%, and total engagement exceeded 14,000.
Campaign visuals and multi-photo posts drove the highest reach, one post surpassing 450,000 views—while non-follower reach expanded to 85% of total impressions. The result was a sharp increase in visibility, consistency, and impact across the state and beyond.
The paid ad campaign had over 550,000 impressions with over 48,000 post engagements at a cost per engagement of $0.12.
- Social Media Strategy & Management – Developed a content framework grounded in education, empathy, and consistency. Optimized post types, timing, and visual storytelling to increase engagement and non-follower reach.
- Paid Media Consulting – Evaluated ad performance, refined targeting, and ensured budget efficiency across Meta campaigns. Focused on balancing organic growth with strategic paid reach.
- Content Design & Analytics – Created branded visual templates, analyzed engagement metrics, and delivered actionable insights to guide future campaigns.
- Audience Growth & Engagement Strategy – Expanded audience base through relatable narratives, clear calls-to-action, and consistent posting cadence.
Home Services:
Tree Care Company
Lead Generation & Local Growth Strategy
Articulate Marketing developed a targeted strategy to help boost qualified leads while managing tight cash flow. The plan prioritized Google Local Service Ads, optimized the Google Business Profile for visibility, and refined messaging around the company’s family-owned brand story.
By focusing on fast, trackable lead sources and community credibility, the strategy equipped the business to attract consistent, high-quality residential and commercial clients while protecting profitability.
Home Services:
Remodeling & Construction
Branding & Marketing Strategy
Articulate Marketing partnered with this Remodeling Company to strengthen their brand identity and online visibility. The strategy clarified messaging, unified mixed branding, and optimized the website for clarity, SEO, and conversion. Recommendations included refining visuals, adding video storytelling, improving local search presence through Google Business Profile updates, and launching referral and review programs — positioning them as a trusted, high-end remodeling brand in the Kansas City market.
Automotive & E-Commerce
Ad Management & Data Analytics
At Cars.com, Connie managed multi-channel SEM campaigns across Google, Bing, and Yahoo, optimizing search, display, and app marketing initiatives for maximum ROI. My work included keyword strategy, ad copy optimization, retargeting, and audience segmentation to drive high-intent traffic and conversions. I also supported social and paid media integration, ensuring consistent brand messaging and performance tracking across all digital channels. I launched new campaign initatives and new platforms such as Instagram, Twitter and Apple Search Ads.
Housewares & Product Marketing
New Markets & Trade Show Marketing
I worked at Happycall on creative direction producing interior design, sales kits, and trade show booth materials that elevated brand presentation and supported sales efforts.
Beauty & E-Commerce
At Daily Dose, I optimized paid campaigns for their beauty product line, refining targeting and creative across platforms to meet cost-per-lead (CPL) goals and improve return on ad spend.
Recruiting & Business Services
At ZipRecruiter, I launched new digital ad initiatives on Apple Search and LinkedIn while optimizing large-scale Google and Bing Ads campaigns to improve lead volume and cost efficiency.
Agency Experience
I began my digital marketing career at Splash Media, a social media agency in 2013, where I immersed myself in the emerging world of social media strategy and SEO.
I managed campaigns for national brands like ARS Roto-Rooter and Toni & Guy Hair Salon, developing platform-specific strategies to grow reach and engagement before social media was mainstream in marketing.
My early work laid the foundation for a decade-long expertise in using data, storytelling, and strategy to build authentic brand presence online.
I also bring extensive brand-side and contract experience, working directly inside companies to lead marketing, creative, and performance initiatives. At Cars.com, I managed SEM across Google, Bing, Yahoo, display, and app channels to drive high-intent traffic and dealer leads.
At Daily Dose, as a consultant, I optimized paid social and beauty funnels to lower CPL and improve platform efficiency. With ZipRecruiter, I launched first-ever campaigns on Apple and LinkedIn while strengthening performance across Google and Bing.