Signals Found. Bets Made. Value Created.
Case studies from 20+ years inside building products, manufacturing, and channel-driven businesses.
Case Studies Worth Reading in Full.
Explore real-world examples how I drove revenue growth, optimized go-to-market strategies, and transformed building products and manufacturing brands like yours.
Repositioning | Enterprise Value
PGT Custom Windows & Doors: From Hurricane Brand to Enterprise Value, Drove 28% Revenue Growth
PGT was the industry leader in hurricane-impact glass, but the category was commoditizing and the brand was carrying the weight of a category perception that no longer served it. The repositioning around lifestyle and performance, not weather, drove 28% annual revenue growth, doubled unaided brand awareness, and set up MITER Brands' acquisition of PGT at a 60% premium over the unaffected share price.
Market Expansion | Channel Strategy
MetroPCS: 22 Markets in 2 Years, 300% Subscriber Growth
Every regional team executing T-Mobile's Apollo strategy was given wide latitude, and results varied widely across the country. The Philadelphia team built a segmentation-driven, ZIP-level expansion methodology that delivered 22 new markets over 2 years, drove Philadelphia to the top of national performance rankings 3 consecutive years, and became the model corporate adopted as the national playbook.
Digital Product Launch | Retail Conversion
Sherwin-Williams: 80% Lift in Retail Store Pickups
DIY paint buyers were stuck at the point of color selection, abandoning purchases when they couldn't visualize what a color would look like in their space. Sherwin-Williams' Color Visualizer, the industry's first web-based interactive color tool, removed the friction and turned browsers into buyers, driving an 80% lift in in-store product pickups and earning a Webby Award.
$1B+
PORTFOLIO REBUILT
28%
REVENUE GROWTH
DELIVERED
4%
MARKET SHARE GROWTH
Audience Expansion | Persona Strategy
Harley-Davidson: Reversing a 37% Share Decline
Harley-Davidson's core rider was aging out and no marketing, product, or dealer experience had ever been built for anyone else. The Attainability strategy rebuilt the physical, financial, and cultural path into ownership through the new Sportster 883 Low, dealer transformation programs, and persona-driven digital campaigns — reversed a 37% decade-long share decline and delivered 11% YoY sales growth.
Brand Marketing | Influencer Strategy
PGT Innovations: How HGTV Stars Drove a 147% Engagement Lift
Building products brands typically win through builder and dealer relationships, not consumer influence. PGT partnered with HGTV personalities and micro-influencers to build category-defining consumer awareness driving a 147% lift in brand engagement, doubling social following, and creating end-user demand that reinforced dealer channel conversations.
“I’ve had the pleasure or working with Denine for over 10 years. She has such an amazing and fresh approach to marketing and advertising in that she’s always open to listening to new ideas no matter how far they push the traditional and non-traditional boundaries. In a field that often defaults to what’s easy and comfortable, Denine thrives in the uncomfortable searching for the right balance to market her brands in unique and innovative ways.”
— Matt Cowper, VP of National Sales and Enterprise Lead at Beasley Media Group