Marketing Manager · February 2019 – April 2021
Built a regional trucking company's entire digital presence from scratch, driving 2,000% audience growth and 400K portal users in the first year.
Sweet Express was a regional trucking company in Michigan with no digital marketing presence. The brand had a strong local reputation but no social media footprint, no recruitment portal, and no scalable way to attract new drivers or build brand awareness beyond word-of-mouth.
Trucking companies in the region weren't investing in brand or digital presence. The competitive landscape was wide open online. A strong social and content strategy paired with a recruitment-focused portal could differentiate Sweet Express from every other carrier in Michigan and turn digital presence into a real driver of revenue and recruitment.
Built the entire social media presence and brand from scratch. Launched an onboarding portal focused on driver recruitment that streamlined the hiring pipeline. Built an e-commerce store and managed social media to 15%+ engagement rates across 25K+ followers. Created a content system that positioned Sweet Express as a brand, not just a carrier.
2,000% audience growth. 400,000 portal users in the first 12 months. Increased revenue year over year and established a brand presence that few competitors in Michigan could rival. Proved that even in a traditional industry, digital-first brand building drives real business outcomes.