Marketing Manager
& Content Strategy

I've led multiple marketing teams.

I've led multiple
marketing teams.

All of them have grown their companies by a lot.

I've held multiple roles as a marketing lead. I've helped produce millions in revenue across a double-digit number of organizations.

Not to get too "resume-y", but marketing lead is more than just "doing marketing." In addition to content strategy, I manage complex schedules and calendars, develop the organizational chart, know which data to check, lead meetings so they're productive (and not boring), present important work to important clients, fill in gaps and put out fires, and frankly, circumnavigate corporate politics to get wins.

I've got a reputation as a people's manager; I know how to get the best out of both a budget and creatives. I do everything possible to empower teammates, so they feel excited about putting their names to the work.

I've held multiple roles as a marketing lead. I've helped produce millions in revenue across a double-digit number of organizations.

Here’s some fancy, REAL stats various [redacted] organizations achieved while I was a lead for their marketing.

Here’s some fancy, REAL stats various [redacted] organizations achieved while I was a lead for their marketing.

+270% YoY

Net-New Buyers

3,664 → 13,544 unique buying accounts.

46 → 74

Domain Rating

Nearly 30 point DR jump in under two years.

Nearly 30 point DR jump in under two years.

+16%

Repeat Customer Revenue

From $63,600 to $73,600 per month.

7% → 23%

Loyalty penetration

Members visit 4.4× more often than the average customer, ~7,600 loyalty visits a month.

+21%

Q1 2026 vs Q1 2025 sales

82% of post-rebrand customers were entirely new to the brand.

−55%

Reduction in cost per lead

From peak CPL, down to a record-low.

From peak CPL, down to a record-low.

Interested in more business acronyms?


Check out my marketing agency for business inquiries

Case Study: TRIO Brand Development

Case Study: TRIO Brand Development

The Project: Legitmize an Upstart B2C Brand From Scratch

The problem: TRIO was a successful small business growing rapidly, but operating under lots of design debt. While in the process of evolving their product from 3D-printing in a garage into professional molding and packaging, they needed legitimate branding that matched their big-scale aspirations, and fast.


The plan: Do fundamental brand development!


1) Assess TRIO’s target audiences through analytics, customer surveying, and employee interviews.

2) Use the results to create mood boards and written explorations.

3) Use those to write a style guide that assigns TRIO consistent branding rules, along with a thoughtful tone and voice guide.

4) Present the results, then collaborate with TRIO to finalize their official branding, followed with an implementation roadmap.




The Project: Legitmize an Upstart B2C Brand From Scratch

The problem: TRIO was a successful small business growing rapidly, but operating under lots of design debt. While in the process of evolving their product from 3D-printing in a garage into professional molding and packaging, they needed legitimate branding that matched their big-scale aspirations, and fast.


The plan: Do fundamental brand development!


1) Assess TRIO’s target audiences through analytics, customer surveying, and employee interviews.

2) Use the results to create mood boards and written explorations.

3) Use those to write a style guide that assigns TRIO consistent branding rules, along with a thoughtful tone and voice guide.

4) Present the results, then collaborate with TRIO to finalize their official branding, followed with an implementation roadmap.

TRIO's original website and branding was essentially a basic online shop for loose parts.

The Story: TRIO sells proprietary Starlink mounts that keep Starlinks secure while in motion or in place.


Their first mount was born by request from a previous client in a previous RV-remodeling company; this customer was sick of setting up their Starlink everytime they parked. TRIO 3D-printed a solution, patented it, and (somewhat accidentally) iterated it into new, successful company.


TRIO needed to brand this idea, so they came to my agency. Yet while the average person thinks branding begins by making a logo… a logo is actually where it usually finishes.


In TRIO’s case, they only had a competent logo (plus a successful product), and they loved it! This meant I needed to backwards engineer meaning from existing visual elements, while still providing TRIO a new visual language that could distinguish and legitimize their brand.

The first thing I noticed during the research phase was that TRIO had spawned many competitors. What TRIO and these other companies mostly had in common was they mostly presented their products as electronics equipment. By and large, they had a collective web-presence which felt like this: warehouse stock inventory, complex, sterile.


My brain could barely keep attention. To change this, I took inspiration from other famous third-party accessory makers, and even generic-brand playbooks; I wanted to tie TRIO’s image to the brand they develop accessories for so closely, their brand would give people the same feelings as Starlink itself.

People understand third-party accessories and generic brands more when they feel implicitly associative.

People understand third-party accessories and generic brands when they feel implicitly associative.

We ditched the cold “tech parts” vibe of their old site and co-opted the expansive photography style that's prevalent in Starlink’s brand. Leaning into original photography instantly gave TRIO an adventurous spirit, and infused them with outdoor lifestyle conventions of car and truck makers.

This redesigned web experience captured the feeling of uninhibited connectivity, which is what TRIO's products allow for. (Of course, my team transcribed these elements into a professional Style Guide: official colors, fonts, and design motifs.)


They also needed a consistent voice to speak with. We surveyed their customers, and the data strongly reflected an audience that was highly purchase motivated, “just-make-it-work” types, all simply caught in the same dragnet of Starlink pain points.


With that in mind, after heavily considering hundreds of potential words, I came up with a set of adjectives I felt would assure and empower their target demo.

TRIO's Tone & Voice guide uses words that can have double meaning related to the physical. Their adopted brand personality invokes people which provide others with a means to proceed, while simultaneously eliminating all doubt.

TRIO's Tone & Voice guide uses words that can have double meaning related to the physical. Their adopted brand personality invokes people which provide others with a means to proceed, while simultaneously eliminating all doubt.

I wrote TRIO’s Voice to always follow the following three descriptions:

• Steady

• Conversant

• Catalytic


With a Tone that allows these variations:

• Certain (not stoic)

• Insightful (not pretentious)

• Desiring (not coldly calculated)


With these new guidelines in place, TRIO’s webpresence was immediately set apart from their competitors. Their visuals captured the end result of their products while implicitly associating them with the outdoor and tech giants they accessorize. Similarly, their new, consistent voice helped demystify a confusing topic consistently mired in hyper-specific measurements, DIY know-how, and unpredictable variables. Their brand now looks and sounds unwaveringly authoritative.


TRIO’s internal traffic and sales numbers jumped off the page within less than a year from the changes.


Without explicitly revealing too much internal data, they far exceeded their growth plan: 23%—>48% percentage growth in sales YoY, a dramatic 4x rise in search-led orders, and perhaps the most validating stat of all, even more copy cats emulating their redesign pivot.


The changes feel obvious in retrospect, but they wouldn't have been possible without TRIO confidently and graciously allowing someone the keys to their brand!


I wrote TRIO’s Voice to always follow the following three descriptions:

• Steady

• Conversant

• Catalytic


With a Tone that allows these variations:

• Certain (not stoic)

• Insightful (not pretentious)

• Desiring (not coldly calculated)


With these new guidelines in place, TRIO’s webpresence was immediately set apart from their competitors. Their visuals captured the end result of their products while implicitly associating them with the outdoor and tech giants they accessorize. Similarly, their new, consistent voice helped demystify a confusing topic consistently mired in hyper-specific measurements, DIY know-how, and unpredictable variables. Their brand now looks and sounds unwaveringly authoritative.


TRIO’s internal traffic and sales numbers jumped off the page within less than a year from the changes.


Without explicitly revealing too much internal data, they far exceeded their growth plan: 23%—>48% percentage growth in sales YoY, a dramatic 4x rise in search-led orders, and perhaps the most validating stat of all, even more copy cats emulating their redesign pivot.



Visit TRIO’s Website

Digame,

wanna work together?

I help brands and creatives get the most out of their work. I also write and art direct things.

Hire me to advise on Your Thing™, write something complex, or beatbox.

CHAT WITH ALAN

alanlopezwriting@gmail.com

Digame,

wanna work together?

I help brands and creatives get the most out of their work. I also write and art direct things.

Hire me to advise on Your Thing™, write something complex, or beatbox.

CHAT WITH ALAN

alanlopezwriting@gmail.com

Digame,

wanna work together?

I help brands and creatives get the most out of their work. I also write and art direct things.

Hire me to advise on Your Thing™, write something complex, or beatbox.

CHAT WITH ALAN

alanlopezwriting@gmail.com