Kallman Worldwide organizes the U.S. presence at international trade events. As head of marketing and communications, I directed a change management strategy to differentiate the brand as an advocate for U.S. industry — not just another show space flipper. 

The campaign approach sought to 1) raise the bar for creative, messaging and targeting; 2) bring order and accountability to the internal marketing communications function; and 3) unify the organization culture around core values, best practices and metrics.

Results included: 

— Designing, writing and directing a new web site that increased traffic 50% cycle-over-cycle while cutting web operating expenses 80%.

— Creating a custom media network that generated more than $2 million in global media partnerships and incremental sales.

— Conceiving, writing and directing promotional events and sales campaigns that helped drive double-digit cycle-over-cycle event revenue growth.

— Placing A LOT of news and thought-leadership content in general, trade and show media around the world.

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