Wallace - Rebrand
Repositioning Wallace & Stratton for the residential market with a modern identity and content engine.
The Brief
Unify the brand, deepen SEO content, and turn more organic traffic into qualified leads.
My Role
Marketing Lead across brand, content, and web. I:
- Led strategy, creative direction, and delivery.
- Owned the rebrand and website relaunch end to end.
- Partnered with sales to align demand, pipeline, and creative.
The Impact
- Sustained year over year improvement in organic reach and on-site engagement.
- Higher lead quality from inbound channels, confirmed by sales feedback and qualification rates.
- Stronger sales performance compared with prior year baselines.
- Clear gains in search visibility for key terms and pages.
The Work
Content: Built a content strategy for buyers and developers with clear journeys.
SEO: Wrote and edited priority pages and guides for search intent and conversion.
Delivery: Directed agency and freelancer output from brief to rollout.
UX and IA: Shaped information architecture and on-page UX to support lead capture.
Why It Matters
A sharper brand and deeper content turned the site into a growth channel that attracts, educates, and converts the right audience.