2017 - PRESENT
A collection of digital media, content, and brand work for leupold.
I am the key driver of Leupold’s digital strategy, which didn’t exist prior-to 2017. By leveraging dynamic, data-driven digital experiences that forge connections, expand education, and inspire consumers at various touchpoints (blog articles, organic & paid social posts, films & entertainment, influencer collaborations, and personalized email outreach), I’ve been able to grow and engage with our communities at every point in their journey.
DRIVING RESULTS
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It all began with social and community building across Instagram, Facebook, Youtube, X, and Tiktok. What started as 400k loyal fans in 2017 grew into 1.2 million raving fans by 2024. This lead to a 2600% increase in brand Impressions and 1390% increase in engagements over the same period.
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Developed Leupold’s entire email marketing and segmentation strategy through relentless data capture and community outreach., Grew a dedicated insider list to 750k active subscribers by 2024 with over 50% providing first-party data points for use in automation and segmentation.
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By focusing on the customer, I helped lead our content-marketing strategy around education and entertainment which helped to increase annual site traffic by over 28% from 2017-2024. We also had over 450k Leupold.com accounts created over this same time period.
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Utilizing first and zero-party data collection, I’ve been able to increase personalization and segmentation efforts across email marketing communications leading to a 35% average OR and 10.2% average CTOR.
PROJECT HUNT
Challenge:
Engage and elevate the stories of everyday hunters and outdoorsmen.
Solution:
Open to all who applied, I developed an annual video series that spotlighted Leupold fans. Every hunter has a story to tell, and we wanted to tell it.
Roles/Responsibilities:
Strategy, Project Management, Producer, Graphic & Web Design, Email, Paid & Organic Social
JOIN THE HUNT FOR
PERFORMANCE EYEWEAR
Challenge:
Launch a new eyewear product line in a crowded category with maximum impact (on a limited budget).
Solution:
A geo-caching scavenger hunt powered by a highly engaged ambassador network. The coordinated drop funneled thousands of fans to an interactive webpage where they found coordinates to hidden eyewear. From national forests to local retailers, they scoured the country searching, posting, and sharing their "hunt for eyewear" experiences across social.
Roles/Responsibilities:
Strategy, Project Management, Graphic & Web Design, Email, Paid & Organic Social
TRUST IS EARNED
Challenge:
After leading with “Be Relentless” for several years, Leupold wanted to shift the campaign narrative for 2023.
Solution:
Consumer feedback revealed that the concept of “trust” was heavily important. The Trust is Earned campaign allowed us to lead with this positive message, validate our position with testimonials from top athletes, and solicit consumer engagement through real-life experiences that proved our products were designed to deliver no matter the conditions.
The campaign included web assets, paid digital, paid social, organic social, email, video, motion graphics, retail collateral, paid print, trade show assets, ambassador videos, and more.
Roles/Responsibilities:
Strategy, Project Management, Graphic & Web Design, Email, Paid & Organic Social
THE LEUPOLD CORE INSIDERS
Challenge:
Grow and engage a loyal Leupold fanbase across digital & social media.
Solution:
Amplify and grow Leupold’s social presence across Instagram, Facebook, Tiktok, X, and Youtube through quality content and engaging fan interactions while overcoming platform restrictions placed on our industry and products. Direct social traffic to Leupold.com to capture new leads and grow Leupold’s Core Insider email list for direct 1-1 communication.
Roles/Responsibilities:
Strategy, Project Management, Graphic & Web Design, Email, Paid & Organic Social
LEUPOLD.COM WEBSITE
Challenge:
In 2019, I was a part of the team tasked with redesigning & re-platforming Leupold’s web presence to better serve the customer and our DTC sales efforts.
Solution:
Developed a new website on Adobe Commerce (Magento) that amplified our brand presence and the consumer’s shopping experience across Leupold.com. Improvements included a redesigned homepage and PDP pages, enhanced site navigation, amplified blog/content articles, new reviews modules, email subscription/data capture points, and more.
Roles/Responsibilities:
Strategy, Project Management, Graphic Design, UX/UI, Web Page Design, SEO
