Product Marketing

H.E. Williams Inc.

Marketing & Communication Specialist | January 2025 - May 2025

My Role & Strategy:

For the market debut of the BAR and FRM light fixtures, the objective was to break away from traditional email templates and create a high-impact "unveiling" that felt modern and exclusive. 

I led the creative direction for the email layout and social media strategy. My goal was to move beyond static imagery, so I collaborated with the graphic design team to produce a featured video that placed the fixtures in their ideal high-end environments.  

Execution:

I created the compelling headlines and technical descriptions that highlighted the unique build of the fixtures. I recognized the strength of video, so I converted the email video into a social media campaign. 

The campaign was successful for the brand's digital aesthetic. This set a new standard for how the company approaches product storytelling. 

Content Creation

H.E. Williams Inc.

Marketing & Communication Specialist | January 2025 - May 2025

Social Media Framework:

Led a multi-channel that focused on Made Right Here and Build to the Highest Standard: Yours campaigns using these content pillars: 

• Sales Support such as sharing upcoming trade shows, announce agency partnerships, and celebrate existing partnerships

• Project Highlights as in showcasing specific light fixtures within live architectural projects

• Employee Relations such as anniversaries, retirements, and promotions 

Strategy & Execution:

We aimed to publish 2-3 high value posts per week on Facebook, Instagram, X (Twitter), and LinkedIn. At times, we followed a platform-specific strategy to maximize local engagement and network growth. When it came to local impact, we used stories/reels on Facebook and Instagram. For network growth, social tagging  was implemented to trigger cross-pollination of audiences. 

Quick Fact:

• Branded Contents: Developed reoccurring series, including 'Project Spotlight' (also applicable to 'Market Spotlight') to showcase product versatility in high-end builds, and 'New Representation' to promote agency partnerships

• Strategy Proof: the branded content mentioned above were created in 2025 and still drives engagement as of 2026.  

• Memorable Visuals: Transformed static employee anniversary posts into thumb-stopping GIFs, enhancing internal culture engagement.   

My ideas don't just work; they last. 

The following posts are my personal favorites. To read the original post, please click on the image. 

Led a successful organic social media strategy that focused on the following: 

• Promoting equipment outside of the SuperFlex

• Promote active tradeshow presence

• Educating customers about new equipment

• 'Humanize' our social presence

Social Media Strategy Statement:

Our social media strategy aims to position Nothum Food Processing Systems as the leading provider of predust, batter, bread, and frying equipment by establishing a strong presence on LinkedIn, focusing on brand awareness and lead generation. We will achieve this by creating high-quality, informative content posted 2X per week, alternating between Tuesdays/Thursdays and Wednesdays/Fridays. The primary content format will be an image and text post. 

Quick Facts:

• Content Creation: Achieved an average engagement rate of 9.04% on LinkedIn posts, this illustrates high audience interest. 

• Follower Base: Increased LinkedIn page followers by 67% from January 1, 2024, to December 23, 2024. 

The following posts are my personal favorites. To read the original post on LinkedIn, please click on the image. 

Best Tradeshow Performance: Experienced a significant increase in LinkedIn engagement during Anuga FoodTec India 2024, with 1076 total engagements and total impressions of 10115 observed. This demonstrates the effectiveness of our social media strategy in generating excitement and driving audience interaction around our trade show presence.

To read the original post on LinkedIn, please click on the link. 

Led a successful organic social media campaign, 'The Nothum Progress,' diving deep into Nothum archives to share the historical evolution of our machinery. By showcasing visual storytelling, we engaged our audience, strengthened brand loyalty, and fostered a deeper connection with our legacy. This campaign resulted in a 24% average click-through rate, demonstrating the effectiveness of visual storytelling in capturing audience attention and driving brand awareness. 

To read the original post on LinkedIn, please click on the link. 

The Nothum Progress 1

The Nothum Progress 2

The Nothum Progress 3

The Nothum Progress 3

The Nothum Progress 4

The Nothum Progress 5

The Nothum Progress 6

The Nothum Progress 7 

Led another organic social media campaign, 'People Posts', featuring high-quality photography and employee spotlights. This approach resulted in an impressive average engagement rate of 12.48%, showcasing the effectiveness of a human-centered approach to LinkedIn content marketing

To read the original post on LinkedIn, please click on the link. 

Created informative social media posts and visually appealing flyers to encourage public participation in upcoming hearings. 

To read the original post on Facebook, please click on the image. 

Worked collaboratively with a team of 11 students to revitalize the Communication, Journalism, Media, and Film department's Instagram and Facebook pages. As part of a 6-team structure, my partner and I led a campaign, 'CMJF Glossary' to boost class enrollment for the following semester.

To read the original post on Instagram, please click on the image.