The situation
AdvanceQuip marketed three companies to construction, forestry and hire customers, with brands including ASV, CASE Construction, ASTRA, Hyundai CE, Log Max and Gore Machine Hire. Buyers needed real product information to understand the equipment, and every channel had to carry one consistent identity.
What I noticed
Equipment buyers do their research long before they inquire. A good-looking advertisement and a useful search page do different jobs, so the website had to earn attention on its own terms, not just host the campaign.
What I did
- Treated content and the website as one job. I combined strategic content creation with on-page optimization and technical SEO, so better pages and a better-built site worked together.
- Adapted creative to each product and audience. Machinery offers, ASTRA trucks in forestry trade media, attachments and hire each needed their own material. The samples below show that range.
- Kept campaigns and always-on work aligned. Print, online, trade-show and social activity supported the same portfolio. I led marketing staff, managed media contracts within budget, and used AI tools to explore campaign angles and refine content.
The work, with context
Select an image to enlarge it.
What happened
Organic website traffic grew 60% and brand engagement rose 40% across the portfolio during my time in the role.
What I’d bring to your team
Content, website and campaign delivery connected into one plan, with each piece judged against the job it is meant to do.