Cohesive Communication

Successfully led rebranding initiatives at Cuprum for Mexican brand Escaleras Cuprum, Onduline for the Tuftex brand, and LL Flooring for the Pro Program, ensuring consistent messaging across digital, print, and in-person channels.

In my tenure in Grupo Cuprum, Mexican holding company for Escaleras Cuprum (Mexico and LA), Louisville Ladder (US) and Featherlite Ladders (Canada), I was responsible for the Global Marketing Strategy and Product Management. One of the first challenges to tackle when I joined to increase awareness of the brand in Mexico, while creating sales enablement tools to increase revenue. Almost every sales collateral looked different from one another, colors used where not completely standardizes and didn’t “pop”. First thing we needed was standardize our brand, from Cuprum Escaleras to Escaleras Cuprum… looks simple, but it made bigger sense considering how our customers referred to the product and the brand. Below, you’ll the change that was made in 2016, in collaboration with our creative agency at that time, BLCK. We kept the corporate font and iconography, we changed the order of the words and created a new color palette that would let our communication stand out more, keeping a corporate and industrial look… after all, ladders need to communicate safety.

One very important thing for this rebranding effort, and for any branding effort in general is the logo applications. In this particular case, the logo was used a lot in uniforms, embroidery was the main application, and the older logo had a small, thick font for the word “Escaleras“, that made it difficult to embroider in an aesthetic way, so in the new logo, the word became a little bigger with a thinner font, and made it easier to be embroidered and have a readable logo.

We changed all of our social media to the new “name”, as well as the website domain, and created new templates for all collateral and catalog:

Click here to see details on updated iconography, technical data sheets and sample catalog pages.

Updated iconography, defined by reference colors per load capacity identified by the industry and icons that represent the type of job the ladder can be used for, as well as a name and load capacity in kilograms.

Updated Technical Data Sheet, where technical information about the product is communicated.

Sample catalog pages of updated catalog. Top sellers were featured alone in a page with lifestyle images.

Sample catalog pages of updated catalog.

We also wanted to give our brand a voice and bring it to life. We wanted to be perceived as the authority in ladder safety but also accessible. So, after careful review and collaboration with the agency, we chose “Seguro Subes” for our main tagline, short, to the point and communicating two very important factors, safety and the fact that with our ladder you’ll get to greater heights. In Spanish, its a play of words that means with the ladders you can reach higher for sure, while doing safely. More details on Content Strategy are covered in that section.

In my tenure in LL Flooring, I launched an integrated marketing campaign, targeting Pro Customers, that combined paid media, social media, and email marketing, resulting in a 70% increase in website traffic and a 44% boost in revenue. I also created a series of sales enablement collateral with Pro messaging to communicate better with the Pros and promote Pro Top Sellers.

Click here to see more details on the campaign and collateral

In our paid omni-channel media campaign, we had two main objectives: increase awareness about the Pro Program and Conversion, which we defined as Pro Signups to the Program. To increase awareness, our assets focused on the Pro Program Value Prop:

For conversion, the assets focused on what mattered most to the Pros, Pricing, featuring top selling categories with their opening price points:

I also starting creating, in collaboration with the sales, merchandising, and creative team, more sales enablement collateral with a focused Pro messaging. This first example was the first Pro Brochure that was printed and sent to stores and Sales Reps, in English and Spanish.

The following collateral is an example of category one pagers and monthly promo price lists that were used by stores and sales reps to communicate better with their pros about product availability and special pricing.

Omni-Channel Communication and Campaigns Management

I have been successful coordinating marketing communications across multiple channels, traditional an digital, tailored to US, Canada, Mexico and rest of Latin America audiences, tropicalizing messaging and product used when needed, while maintaining global brand consistency.

Omni-Channel communications and campaign execution are successful with the support of internal and external stakeholder, as agency partners. I have collaborated with and led cross-functional teams to execute integrated campaigns, such as paid media campaigns, website revamps, social media, content creation, product catalog optimization, new product development, pricing strategies, among others.

I enjoy and thrive in building relationships with key stakeholders, including internal teams, agency partners, industry associations and trade publications, to drive brand awareness and position the companies, brands, and products as an industry authority.

In my tenure in Onduline North America, I strengthened our relationship with Shield Wall Media, owner of seven construction industry magazines and three tradeshows, targeting industry professionals, primarily builders and contractors, through efficient collaboration for articles and a mindful advertising campaign, as well as participation in tradeshows under their management. Got to collaborate in several articles and got featured in two cover pages.

Targeted Strategies for Specific Audiences

During my tenure in Onduline North America, I partnered with an agency to define the brand pillars and messaging maps for all audiences we communicated with, all connected to the brand pillars and value proposition, but focusing on what mattered most to each audience (i.e. homeowners, contractors, merchants, homesteaders, senior leadership, employees, etc.).

In my role at LL Flooring, I launched an omni-channel paid media campaign, featuring a new value proposition and new branding, that targeted with Pro Customers (floor installers, restoration companies, property managers, construction companies, etc.), leading to a 35% increase in customer signups to the Pro Program in less than 3 months after launch.

To further increase the impact of the campaign, I collaborated with a with a multicultural agency, launching a market research to understand better Hispanic Pros and tailor messaging for them.

Flexibility and Innovation in a Dynamic Marketing Landscape

In today’s constantly shifting business environment, staying flexible and open to innovation is more than just helpful—it’s essential. Throughout my career, I’ve embraced new ideas, adapted to market trends, and sought out tools that make it easier for teams to work together and connect with customers.

By integrating marketing technologies like CRM systems and other platforms, I’ve supported more efficient communication, clearer objectives, and stronger sales performance. I’ve focused on finding practical and effective solutions.

Click here to see more detail about some projects at Cuprum.

Global CRM Implementation at Cuprum (Ladder Business Unit)

I had the opportunity to lead a global CRM implementation, working closely with senior leadership and the sales team to ensure the system met their needs. This involved careful planning, collaborating with an agency partner, and guiding the project from kickoff to user training. By listening, learning, and making incremental improvements along the way, we achieved a smoother, intuitive CRM experience that benefited the whole organization.

Supporting Remote Sales with Virtual Engagement Tools

During COVID, a time when face-to-face meetings were not possible, I introduced Prezi Video to help the sales team connect more effectively with customers. I focused on straightforward, user-friendly solutions like branded templates and clear training sessions. This approach not only supported remote selling efforts but also gained recognition across the company, showing that small, thoughtful changes can have a positive, company-wide impact.

My philosophy has always been to remain flexible, keep learning, and use technology where it can genuinely help. The results have been stronger collaboration, improved decision-making, and marketing approaches that are both effective and sustainable.