UX/UI · Research · Art Direction · Copywriting · Strategy · Branding · SEO/GEO · Motion Design ·
Tasked with modernizing Environmental Specialties’ marketing, I developed their entire strategy from the ground up—driving massive digital growth—leading UX/UI, content, PR, SEO/GEO, and trade show innovation.
The Company
For over 50 years, Environmental Specialties (an EMCOR subsidiary) has engineered and built advanced environmental chambers for industries like pharmaceuticals, biotech, and life sciences, delivering custom systems that meet the highest FDA, GMP, and ICH standards. From stability chambers to ultra-low-temperature storage, ES ensures precise control and compliance for critical research, archival, and production environments.
The Challenge
In a crowded and highly regulated market, Environmental Specialties needed to modernize its digital presence and sharpen its identity—but faced three core obstacles:
- Brand Overlap: As a subsidiary of EMCOR, ES shared nearly identical branding with its parent company and sister companies, causing confusion among clients and even job seekers.
- Outdated Visuals: The company’s old website and marketing materials lacked visual appeal, relying on low-resolution imagery and stock assets that didn’t reflect their industry leadership.
- Limited Marketing Budget: With minimal funding for brand development, the challenge was to create an outsized impact within tight financial constraints.
- Trade Show Weaknesses: The company’s trade show presence wasn’t aligned with its premium positioning in the market.
My Role & Approach
Brought on as the company’s first marketing hire, I built the marketing department from the ground up—establishing its foundation, setting priorities, and leading all strategic and executional efforts. My approach focused on creating clarity, visibility, and competitive differentiation while working within tight brand and budget constraints, increasing top-of-funnel volume and market targeted quality leads organically. With the foundation in place, I shifted focus to building and scaling growth channels, including expanding into international markets to drive revenue through qualified leads.
- Strategic Brand Positioning: Crafted a distinct voice and content strategy to emphasize ES’s technical expertise and leadership—without deviating from EMCOR’s corporate guidelines.
- User Research & Persona Development: Interviewed the sales department to uncover five key customer profiles, then developed a synthesized set of buyer personas that guided tone, messaging, and UX decisions across channels.
- Website Overhaul: Led and created the full redesign of the company’s website, including UX/UI, content architecture, copywriting, and asset planning. The new site improved clarity, navigation, and visual appeal, driving significant traffic growth.
- Visual Storytelling: Identified the need for high-quality assets and sourced freelancers for videography, CGI, and product photography to better reflect the company’s premium offering.
- Blog Strategy & Content Creation: Initiated the addition of a blog section on the website and wrote all articles, focusing on SEO-rich content that targeted relevant industry search terms and positioned ES as a thought leader while targeting format for GEO.
- Trade Show & PR Strategy: Orchestrated a trade show overhaul to align with a more modern and premium brand experience. This included booth redesigns and planning promotional giveaways and lead-capture campaigns. I also coordinated interviews for company leadership with PharmaTech, resulting in featured video interviews and editorial coverage—boosting visibility and credibility within the biopharma space.
- Media & Thought Leadership: Wrote bylined articles and coordinated external media placements to position ES as a subject-matter expert in controlled environment technologies.
- SEO & Analytics: Leveraged SEMrush and analytics tools to guide keyword strategy, content planning, and performance tracking—improving search visibility and informing data-backed content decisions.
- Channel Expansion & International Growth: Built and scaled distribution and awareness channels—including international market entry—which increased qualified leads for key product segments.
The Results
- Built the marketing department from scratch, establishing scalable systems, tools, and brand assets
- Increased website traffic by over 5,500% YoY, with 80% of that growth driven by organic search through strategic SEO, site structure improvements, and high-performing content.
- Boosted returning website traffic by 1,900% YoY, reflecting significantly improved user retention and engagement.
- Generated a 500% increase in leads from trade show campaigns compared to the previous year
- Secured media exposure through featured interviews with PharmaTech and strategic PR efforts
- Established international awareness and expanded channels, driving qualified leads for a key product segment, and pushed global market expansion.
- Built targeted messaging around newly identified buyer personas, aligning content with user intent.
- Elevated brand perception across digital, social media, and in-person channels despite logo and budget limitations
- Laid the groundwork for scalable, long-term growth through content, SEO, and analytics
Old Design
New Design
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