Overview

At Vizual Edge, I was the sole member of the marketing team, and worked across brand, digital and creative initiatives for a sports vision training company. My work included leading a company-wide rebrand, redesigning the digital experience and managing ongoing marketing across social media, paid advertising, email, content and customer acquisition.

The Challenge

Vizual Edge had a strong product, but the brand needed a more modern and cohesive identity that better communicated its value to athletes, parents and sports organizations. The challenge was to update the brand while also building a marketing system capable of supporting awareness, lead generation and customer growth across multiple channels.

My Role

I served as the primary marketing lead, managing:

• Company rebrand

• Visual identity development

• Brand guidelines

• Website design

• Social media strategy

• Graphic, photo and video content

• Google Ads

• Meta advertising

• Landing pages

• Email marketing

• Lifecycle campaigns

• Influencer partnerships

• Customer acquisition initiatives

Strategy

The rebrand became the foundation for the wider marketing strategy. Rather than treating the website, social channels, ads and email as separate pieces, I focused on creating one consistent customer journey. Messaging and creative were developed around the needs of athletes and parents while highlighting Vizual Edge’s technology and performance benefits. Paid media, landing pages and lifecycle email were then used to move prospects from awareness through consideration and conversion.

Execution

I developed the new visual direction and translated it across brand guidelines, the website, advertising, email and social media. I managed the social content calendar and produced graphic, photo, video and written content across channels while also leading Google and Meta campaigns. Email campaigns and lifecycle marketing supported lead nurturing, customer education and retention, while influencer and partnership initiatives expanded brand visibility within sports communities.

Results

• +58% increase in social following

• +46% increase in annual revenue

• The rebrand created a more consistent and recognizable identity across Vizual Edge’s customer experience while giving the company a stronger foundation for paid acquisition, content and lifecycle marketing.