Challenge

How can a regional office of a Fortune 500 brand transform from traditional sales collateral and one-off campaigns into a data-driven, integrated marketing operation that builds relationships, drives lead generation, and elevates brand credibility in line with global standards?

Solution

I designed and implemented a multi-faceted marketing transformation program, blending brand strategy, digital tools, and event-driven relationship building.

1. Brand Repositioning

• Unified Herman Miller’s global brand identity with local execution, ensuring consistency across all channels.

• Developed campaigns that highlighted Herman Miller’s legacy of innovation and design leadership while tailoring messaging to regional clients.

• Created a clear market narrative that differentiated COI from competitors in the contract furniture and workplace design industry.

2. Digital Systems & Analytics

• Introduced a CRM and analytics system, giving executive leadership real-time visibility into client engagement, sales pipelines, and campaign performance.

• Trained staff to use the system effectively, embedding it into sales and marketing workflows.

• Delivered dashboards and reports that directly informed business development strategy.

3. Integrated Marketing Campaigns

• Directed multi-channel campaigns across digital, PR, and experiential platforms.

• Produced branded content — photography, video, presentations, and advertising — to support both product launches and thought-leadership initiatives.

• Implemented targeted outreach sequences that aligned with sales goals and client segmentation.

4. Event & Relationship Marketing

• Designed and executed flagship events, exhibitions, and client experiences showcasing Herman Miller’s design leadership.

• Coordinated with international executives, cultural leaders, and high-profile dignitaries to maximize impact and visibility.

• Built strong partnerships with architects, designers, and corporate clients by positioning COI as both a partner and industry thought leader.

5. Talent & Culture Building

• Scouted and recruited top marketing and operations talent, focusing on cultural fit and long-term retention.

• Strengthened team culture by embedding design thinking, creativity, and data-driven decision-making into everyday workflows.

Results

• Market Repositioning: Strengthened Herman Miller’s visibility and credibility in Western Canada.

• Data-Driven Marketing: Leadership gained real-time insights into pipelines, client engagement, and campaign ROI.

• Lead Generation: CRM-enabled outreach and integrated campaigns increased qualified leads by an estimated 40%.

• Stronger Client Relationships: Flagship events and curated experiences deepened engagement with architects, designers, and corporate buyers.

• Brand Consistency: Regional marketing aligned seamlessly with Herman Miller’s global brand standards.

• Scalable Systems: Digital tools and workflows allowed the marketing team to measure and replicate success.

Conclusion

At COI, I transformed Herman Miller’s Western Canada marketing from a fragmented, traditional approach into a strategic, data-driven growth engine. By aligning brand, digital systems, creative campaigns, and event experiences, I positioned the regional office as a credible extension of a global Fortune 500 brand while directly supporting business development.

This project demonstrates my ability to operate as a Creative Director-level leader: combining brand vision, technical systems knowledge, and business acumen to deliver measurable outcomes.ction — I positioned Ouielle as a trusted global player in the competitive beauty industry..