ABG — Global Brand Creative Marketing Direction and Services, Business Operations and Management

ABG contracted me in January 2013 to lead and produce global company rebranding initiatives; a complete overhaul and reinvention of internal collateral materials, products, and online identity. They had limited marketing direction pre-2013 and were relying on late 90s-to-mid 2000s brand materials to represent themselves. Their marketing efforts were stuck in the past and it also showed in their industries served, with sales stagnant and attracting no momentum for over a decade combined with an ownership restructuring. Oh, and the recession.

The challenge seemed daunting at first but ownership allowed me the freedom to uproot and gut its brand, its products, its internal and public identity across all media. The goal to rebrand, plan, attack, and shift industries served along with product branding initiatives commenced and continues to this day (2020). Cause and effects of the mass marketing overhaul aimed to replace aging accounts spread across low-profit industries with new businesses from a high-profit industry, Electric Utilities. Establishing brand and product awareness outside of the midwest within the Electric Utilities industry was the underlying motive for my marketing brand direction.

Rebranding ABG within 3 months time from logo to website dev to collateral sales materials and signage influenced ownership with offering me an Executive Director position to come inside, steer, and solely establish ABG’s present and future 360° global brand initiatives. Daily to weekly Initiatives includes: Web Development, Product Development, Print, Web, Signage, Trade Shows, Merch, Ads, Email Campaigns, SEO Campaigns, Marketing, Vendor Negotiations and Contracts, Ecommerce Development and Integration.

ABG’s focused marketing initiatives successfully resulted in replacing low profit, stagnating accounts with higher profit, recession-safe clientele. Previous to my hire, ABG’s AGR was stagnating for over a decade due to a lack of target-marketing while servicing low-profit, bulk bag commodity accounts across pigment/inks, chemicals, food and medical grade industries. Electric Utilities industry accounts barely equaled 10-15% of the company’s sales before my hire. ABG’s success and growth since 2013 is marked by an increase in target-marketing Electric Utilities accounts with our patented products. Electric Utility sales comprises more than 78% of our annual revenue as of 2020—compared to less than 15% before my hire. Overall sales has increased 42% during my tenure as marketing director and it has done so with zero budget allocation and internal support. A challenge completed and then some one could add.

I continue to do an amazing job as ABG’s global brand creative marketing director et al. as it grows and succeeds to fulfill a void in the needs of linemen within the Electric Utilities industry.