Digital Marketing & Campaign Leadership by Peyton
Below are selected projects where I’ve led marketing strategy, SEO, and content initiatives for brands in SaaS, B2B, and eCommerce. These roles included both in-house leadership positions and high-level strategic engagements where I worked alongside internal teams to execute multi-channel campaigns.
Contact me to get samples of my Campaign Manager work and complete campaign assets.
SameUnderneath: A Brand with a Mission
Challenge: Founder Ryan Christiansen built SameUnderneath, a clothing brand rooted in unity, but faced a tough decision—invest in high-end women’s wear or affordable basics. Despite raising $890,000 and landing in 45+ stockists nationwide, inventory turnover was slow, and profits were nonexistent.
Research & Insight: Customers loved the bamboo fabric but found it expensive. Urban buyers, the core audience, felt the pricing was too high for everyday essentials. Interestingly, many resonated with the mission—bamboo wasn’t “the oppressor’s material” like cotton.
Solution: We pivoted by introducing organic fair-trade cotton, lowering costs while maintaining the brand’s ethical appeal. The team also launched a screen-printed series featuring Black icons like Sojourner Truth and Rosa Parks, strengthening the brand’s cultural impact.
Tech Stack: Salesforce, Google Analytics, social media analytics, Account-Based Marketing API, survey tools.
Results: With a profitable basics line, SameUnderneath stabilized and gained recognition, headlining Oregon’s first Sustainable Fashion Show. Hollywood actress Stana Katic even wore one of their bamboo dresses to a movie premiere.
Gold Heat: Expanding into New Markets
Challenge: Gold Heat dominated the luxury RV market for 22+ years but needed to diversify into high-end residential and hospitality. These industries were competitive, with established heating brands holding strong market share—despite offering lower-quality products.
Research & Strategy: Since key buying decisions happen early in construction planning, I built an Account-Based Marketing strategy to connect with high-level decision-makers. This included a full brand repositioning, targeted ads and SEO content, and messaging tailored to luxury homebuilders and hotel developers.
Execution: I led the brand overhaul, crafted strategic digital campaigns, and developed key assets—including the speech, slides, and brand strategy for a major industry event.
Tech Stack: HubSpot, Keynote, Google Analytics, Account Databases, Digital Ad Platforms.
Results: The event—attended exclusively by C-suite and director-level executives—was the company’s biggest success of the year, driving high-value connections and follow-ups. My ads and content reached millions, elevating Gold Heat’s presence in new, lucrative markets.
Nike x Portland State: Building a Talent Pipeline
Challenge: Nike’s John McPhee approached me to develop a pilot program for people interested in operations management in the sports apparel industry. The goal? Create an Oregon-based talent ecosystem for logistics and supply chain roles.
Research & Insight: Portland is home to major global sports brands, but supply chain training was limited—most learning happened on the job. Industry leaders saw education as a way to strengthen their workforce and drive sustainable development.
Strategy & Execution: We pitched the program to school boards, university leaders, and alumni, aligning it with Nike’s needs and the region’s business landscape. Beyond designing the curriculum, we handled branding, copywriting, and promotion, bringing in top industry leaders to speak and mentor students.
Tech Stack: SalesForce, Pardot, ActiveCampaign, LeadPages, Keynote, Trello, Adobe Creative Suite, Account-Based Marketing API.
Results: For two years, this was the most popular business course in PSU’s program. The University of Oregon’s Sports Product Management master’s program—now the world’s top program—was influenced by our pilot, helping shape its curriculum, internships, and hiring pipeline.
Viral Ventures Magazine: Pioneering the Future of Digital Marketing
Challenge: In 2009, social media marketing was in its infancy, and businesses were slow to adopt it. Marketing leaders saw potential but hesitated to invest, uncertain about its ROI and effectiveness.
Research & Insight: Consumer behavior was shifting—push marketing (traditional ads) was losing its edge, while pull marketing (brand storytelling and organic engagement) was on the rise. CMOs craved insights into digital marketing but needed proof before committing resources.
Strategy & Execution: I launched a first-of-its-kind publication focused on viral and social media marketing, featuring thought leadership from industry pioneers. Through cross-promotion, strategic content distribution, and real-world case studies, we demonstrated the power of social media in business.
Tech Stack: Adobe Creative Suite, Sketch, ConvertKit, ClickFunnels, Facebook Ads, Google Ads, Camtasia, SalesForce.
Results: Viral Ventures Magazine’s debut issue hit 50,000+ downloads in its first month, becoming the first-ever publication dedicated to digital marketing and social media. The publisher’s internal ad placements generated $150K in business, and within three months, we grew a 2,500-strong email list of engaged marketers and executives.
SEO-Optimized Article Accelerator: Turning Content into Revenue
Challenge: Skilled in-house writers could craft great articles, but struggled to make them rank, perform, and convert. CMOs, meanwhile, spent heavily on content yet couldn’t measure ROI—especially in top-of-funnel campaigns.
Research & Insight: Content marketing is a $564B industry, yet many brands fail to connect storytelling with sales. With ad blockers on the rise, brands need long-form, high-value content—like brand journalism and ultimate guides—to rank on Google (E-E-A-T & YMYL) while engaging readers.
Strategy & Execution: I developed a comprehensive framework to optimize content across four pillars: Write, Rank, Promote, and Scale. This system guaranteed performance-driven OKRs for CMOs, tracked key metrics, and maximized brand visibility and engagement.
Tech Stack: ClickFunnels, MailerLite, HubSpot, Pardot, Google Analytics, Ahrefs, SEMrush, Teachable, Facebook Ads, WordPress Elementor, Monday, Screenflow, Sketch, Crello.
Results: I coined the phrase “Return on Article Spend” (ROAS) to measure content performance, delivering 5X-10X client ROI. Over 65% of articles ranked on Google’s first page, driving thousands of visits, comments, and opt-ins. In-house content skyrocketed. I offered this system as a stand-alone e-course for freelance writers. It elevated writer earnings (with many charging $1,000+ per article) and significantly boosted brand traffic and conversions for their clients.
