Brand / Web / Social Media / Print / Campaigns
[2026 Present]

Transylvania Concrete Coatings had built a strong reputation for high-quality concrete resurfacing, but its digital presence wasn't communicating the premium value behind its work. My role was to reposition the brand from "another flooring contractor" into a trusted authority by refining its messaging, elevating its visual identity, and building a marketing strategy that differentiated it from lower-cost competitors.

I developed a full-funnel marketing strategy spanning brand positioning, paid media, organic content, SEO, landing pages, sales collateral, and creative direction. At the core of the strategy was a shift toward educational, story-driven content that showcased craftsmanship, answered common homeowner objections, and positioned the company as the expert in decorative concrete coatings. I also led the messaging and go-to-market strategy for their proprietary FlexStone and FlexPave systems, creating campaigns that highlighted their durability, weather resistance, low maintenance, and long-term value. As part of the content strategy, I produced a series of short-form videos that leveraged platform trends while educating homeowners, resulting in multiple viral videos that significantly expanded the brand's reach and visibility.

The result was a stronger, more recognizable brand with a marketing system built for sustainable growth. By shifting the conversation away from price and toward quality, expertise, and trust, the company consistently generated qualified leads while strengthening its position as the premium choice for decorative concrete coatings in its market.

Results:
3x April–May revenue year over year
11% lower cost per conversion
200+ qualified leads generated each month

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