Email, SEM & SEO
Effective email marketing, SEO, and SEM strategies help build meaningful connections with audiences while delivering measurable outcomes and maximizing ROI
I crafted keyword-optimized campaigns tailored for global audiences in the niche screening solutions industry, successfully addressing both hardware and software markets. By integrating social media, these efforts significantly boosted website traffic and revealed opportunities for content and structural optimization.
For S2 University, I undertook the 'Smuggling Trends' initiative, featuring monthly reports and engaging videos that highlighted our products' role in enhancing contraband detection worldwide, building customer trust, and reinforcing brand value.
Through my continued application of data-driven insights, S2 University’s average email open rate has risen from 27.1% in 2023 to 49.3% in 2024. The average CTR has increased from .062% in 2023 to .91% in 2024.
Branding
Maintaining a consistent visual style and tone of voice across platforms is essential for establishing a distinctive brand identity. It fosters recognition, trust, and lasting connections with audiences.
During my decade-long tenure at Rapiscan and S2 Global under OSI, I played a pivotal role in shaping and evolving brand imagery and messaging. By focusing on simplicity, modernity, and transparency, I ensured the brand remained both relevant and impactful.
I led initiatives to update websites, brand guidelines marketing collateral, and even modernize hardware aesthetics, making them more appealing and market-ready for diverse audiences—always staying ahead of trends while preserving the brand's unique essence.
Event Management
Event marketing serves as a powerful tool for forging meaningful connections with consumers, providing a unique platform to deliver tangible experiences and gather real-time feedback.
My role at S2 Global and Rapiscan Systems involved spearheading multiple national and international event campaigns. These initiatives offered hands-on brand education, live demonstrations, and bolstered our presence within the security screening industry.
In 2024, our products and trainers achieved significant global reach, expanding to 17 countries and 1 territory. This achievement drove a remarkable 23% increase in sales, highlighting the impactful results of strategic event marketing.
Website Design
User experience and user interface are critical in shaping a consumer's connection with a brand. When the interface aligns seamlessly with the brand's identity, it enables effortless navigation, fostering authenticity and professional optimization.
By enhancing these elements, SEO performance is also maximized. For S2 Global, Rapiscan, and S2 University, I redesigned and updated website content, resulting in increased direct mobile traffic, improved accessibility for customers, and a notable boost in overall direct traffic.
3D / VR Project
Dynamic 3D visuals have the power to captivate and engage audiences like never before, offering businesses a visually memorable way to present their products and concepts.
At OSI, I developed and curated hundreds of 3D models used in impactful client presentations. My contributions extended to the conceptualization of the 620 CX Orion series, as well as the creation of VR training games for S2 University. These VR courses served as an innovative way to showcase our products—eliminating the need for costly physical demonstrations, as the products themselves were valued at millions of dollars. Additionally, we created engaging VR experiences to train users in detecting contraband, combining realism with an enjoyable, interactive approach.
Social Media
Social media is vital for building connections, increasing visibility, and driving growth.
Strategic LinkedIn campaigns successfully engaged government agencies in the security screening industry. In-depth research and tailored social media planning addressed audience needs, while compelling content, like case studies and success stories, delivered results.
Visual storytelling played a key role, utilizing infographics and data-driven visuals brought key metrics to life, making the messaging impactful and engaging. LinkedIn campaigns extended the reach and strengthened participation within industry-specific communities. Regular A/B testing of posts and ads ensured continuous improvement and optimized performance.
These efforts drove an impressive 3,856% increase in brand engagement for S2 University (a division of S2 Global), expanded market reach globally, supported a 9.52% workforce growth, and contributed to S2 Global achieving a record $28 million in annual revenue.