National Brand & Digital Strategy

Overview

As Brand Account Supervisor at The Integer Group, I led high-impact national advertising and digital initiatives for Pella Windows & Doors, a premier manufacturer with a strong heritage and national recognition. My leadership spanned broadcast advertising, digital innovation, and integrated brand campaigns—ensuring a cohesive presence across traditional and emerging channels.

Challenge & Goals

Pella’s challenge was to protect and evolve its well-established brand while expanding digital engagement and strengthening cross-channel integration. The goal was to modernize brand perception, create measurable engagement across both online and offline touchpoints, and lay the groundwork for a more agile, data-driven marketing approach.

Strategy & Execution

Directed all national paid media placements, including broadcast TV, HGTV sponsorships, and large-scale digital campaigns.
Led creative execution for flagship brand efforts, including the high-visibility “Duster” campaign and the launch of the “Instinctive” campaign.
Developed Pella’s first technology conference presence, leading creative concepting, booth design, and all supporting materials.
Managed the brand’s first national online giveaway, integrating paid media, social engagement, and lead capture strategies.
Partnered with Convince & Convert to enhance Pella’s website with new functionality, improving user engagement and content delivery.
Guided community engagement and social strategy, elevating brand voice and sentiment during the early era of corporate social media.
Ensured consistency in messaging, tone, and design across advertising, digital, and experiential platforms.

Impact

Boosted digital engagement by 25% through integrated paid and organic initiatives.
Increased national brand visibility via targeted broadcast and digital media placements, driving a 15% lift in aided brand recall.
Generated thousands of qualified leads through Pella’s first online giveaway campaign, creating a replicable promotional model for future use.
Expanded website engagement metrics, including a 20% increase in average session duration and a 30% increase in pages viewed per session.
Successfully positioned Pella for ongoing adoption of digital-first marketing tactics.

National Brand & Digital Strategy

Overview

Challenge & Goals

Strategy & Execution

Impact

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