STRATEGY / BRANDING
Helped create award-winning iPad-based sales tool (ILS Configurator)
Worked closely in Hamburg with international director of marketing and team from three continents to help conceive the original functionality and content of what became the award-winning iPad-based sales tool, the ILS Configurator.
Branded new Luxury Hotels & Resorts Group logistics vertical
Worked closely with National Sales and Marketing Manager Brent Harrow and others to do the following in just three weeks:
- Discovery: read all available information, conducted an analysis of primary competitors in this space, interviewed key Geodis Wilson team members and three customers (securing valuable testimonials), and developed and presented detailed findings;
- Message Development: created a brand promise, key messages, value proposition, and a new name and tagline for the vertical; and
- Website: wrote copy for the vertical’s landing page on the Geodis Wilson website, http://www.geodiswilson.com/Services/Integrated_solutions/Luxury_HotelResort_Logistics/
Marketed Geodis Wilson support of new Toronto Ronald McDonald House
Developed and implemented a cause-related marketing strategy to maximizing the ROI of Geodis Wilson’s donation and logistical support to help open the new Toronto Ronald McDonald House in Fall 2011. At the time, it was the world’s largest RMH.
Launched Luxury Hotels & Resorts Group to media
Wrote and issued a news release on a wire service and directly pitched top logistics and hospitality trade publications. Secured more than 50 feature stories and significant mentions in targeted publications.
Publicized One Source Logistics (OSL) acquisition
Adapted an existing news release announcing Geodis Wilson’s acquisition of OSL, and developed and issued pitches to targeted reporters. Secured several stories, including feature stories and/or mentions in: Supply & Demand Chain Executive, American Shipper, DC Velocity, Eye for Transport, Inbound Logistics, Journal of Commerce, Logistics Manager, Logistics Management, Materials Handling & Logistics, Parcel, SupplyChainBrain, Transportation Journal, Transport Topics and others.
WRITING / EDITING
Wrote Geodis Wilson’s LinkedIn careers profile
Wrote all sections for this important international resource to inform, communicate with and recruit new talent to the company.
Wrote and Edited Brazil-India-China (BIC) newsletter
Wrote and edited dozens of articles for this first-ever, value-add client newsletter focused on trends impacting Brazil, India and China. Interviewed and worked closely with several managing directors, coordinated with various G.W. staff around the world, etc. Developed, updated and regularly shared a project status chart with the team. Completed project on a very tight deadline – just a few weeks.
Wrote Above & Beyond Inbound Logistics profiles on Wells Gardner (and Barilla).
Interviewed G.W. account managers and client contacts; wrote compelling case study.
Edited North American employee manual
Edited and rewrote this important human resources (HR) tool for all N. American employees – increasing clarity and readability; improving overall language, consistency and tone; and reducing length by 25 percent.
Edited Ecopetrol script, audio and video
Edited all aspects of this promotional video showcasing Geodis Wilson’s success transporting over-sized drilling / well equipment for Columbia-based energy company Ecopetrol.
Wrote Desigual case study
Wrote a case study on Geodis Wilson’s success helping fashion/retail brand Desigual launch in N. America. Interviewed the Geodis Wilson account representative and client contact, and conducted necessary research. The piece became an excellent sales tool, was well received by all parties and was the basis for an Inbound Logistics Above & Beyond story.