DADO
Building a Premium Brand and Growth Engine for U.S. Expansion
B2C + B2B · Luxury Home + Interiors
Brand Strategy · GTM · Integrated Growth · E-Commerce + Customer Journey
01 / PROJECT OVERVIEW
MARKET
B2C + B2B / Trade
Luxury Home + Interiors
U.S. Market Expansion
AUDIENCE
Premium Consumers
Interior Designers + Architects
Builders + Contractors
Retailers + Showrooms
BUSINESS MODEL
E-Commerce
Consumer Demand Generation
Retail + Showroom Distribution
Trade Influence + Partnerships
CORE SCOPE
Brand Strategy + Positioning
Go-to-Market Strategy
Integrated Growth Marketing
E-Commerce + Customer Journey
DADO entered the U.S. as a premium South African bathware brand with strong product design and craftsmanship, but limited domestic awareness and a complex path to purchase spanning consumers, designers, builders, retailers, and showrooms.
The opportunity was larger than generating demand. DADO needed a U.S. market presence that could preserve the brand's premium positioning while connecting brand storytelling to measurable acquisition, product discovery, e-commerce, retail influence, and sales.
I helped build that growth system across positioning, digital experience, SEO, CRM, paid media, product launches, retail and trade marketing, partnerships, and customer education, creating a more connected path from discovery through consideration and purchase.
❋ U.S. Market ExpansionLocalized an international luxury brand for U.S. audiences while preserving its design-led identity and premium positioning.
❋ Brand + PerformanceConnected storytelling and creative direction with acquisition, conversion, SEO, lifecycle, and measurable commercial outcomes.
❋ Multi-Audience JourneyDeveloped differentiated messaging and content for consumers, design professionals, builders, retailers, and showroom partners.
❋ Integrated Growth SystemConnected digital, CRM, e-commerce, retail, product marketing, and performance insights into a more cohesive customer journey.
One platform could not be marketed through one universal story.
The growth opportunity depended on translating the same technology into two distinct commercial narratives, then connecting both through one operating system.
02 / THE CHALLENGE
Building market relevance without losing distinction
DADO was entering a large, mature U.S. interiors market where awareness alone would not create preference.
The brand had to stand out among established luxury names while educating customers on quality, materials, craftsmanship, and design differentiation.
The buying journey was fragmented. Discovery might begin with a homeowner, but purchase could involve a designer, builder, retailer, or showroom.
That created a dual challenge: build consumer desire while equipping trade partners with the confidence, education, and materials to influence purchase.
Growth also had to protect premium positioning. SEO, CRM, promotions, acquisition, and performance marketing needed to strengthen the brand, not reduce it to a transactional product.
Consumer
Search
Discovery
Social + Influencer
Editorial + Inspiration
Paid Media
BUYER PRIORITY
Design Identity
Quality + Craftsmanship
Product Confidence
Home Experience
Trade
Interior Designers
Builders
Architects
Influence
Retailers + Showrooms
PARTNER PRIORITY
Product Education
Technical Proof + Specifications
Sales Enablement
Commercial Relevance
Different buyers. Different paths to purchase.
One brand experience built to move them forward.
03 / STRATEGY
Building Two GTM Motions Around One Connected Ecosystem
The strategy centered on developing two distinct market narratives without fragmenting the seca brand.
In medical, seca needed to evolve from a hardware-first story into a connected-care ecosystem bringing together body-composition devices, Analytics 125, myAnalytics, clinical insight, workflow value, and patient engagement.
In fitness, medical-grade credibility needed to be translated into an operator-growth proposition centered on coaching, member progress, retention, incremental revenue, and multi-location scalability.
Both market motions were supported by shared CRM infrastructure, strategic-account prioritization, partnership activation, sales enablement, and lifecycle marketing.
STRATEGY PILLARS
Connected care, clinical insight, treatment progress, workflow efficiency, patient engagement, and longevity.
Medical Market Positioning
Translated medical-grade body composition into a commercially relevant value proposition centered on revenue generation, member retention, coaching value, performance outcomes, and multi-location scalability.
Fitness Commercialization
Account prioritization, whitespace expansion, co-branded campaigns, personalized outreach, and differentiated sales ownership.
Strategic Account Growth
HubSpot segmentation, lifecycle journeys, campaign orchestration, sales sequences, customer education, reporting, and retention.
Connected Growth Infrastructure
04 / EXECUTION
Activating the Infrastructure Behind Dual-Market Growth
The work focused on turning market strategy into a repeatable commercial system. Each component was designed to strengthen relevance, improve account prioritization, connect marketing and sales, and extend value beyond individual campaigns.
Repositioned seca’s medical offering as a connected ecosystem spanning body-composition hardware, Analytics 125, myAnalytics, clinical insight, workflow support, and patient engagement.
Be More platform launchCreated differentiated narratives for medical and fitness based on each audience’s priorities, language, buying motivations, and desired outcomes.
Market-specific messagingDeveloped targeted campaigns and personalized sales sequences for Gameday Men’s Health, Crunch Fitness, and Workout Anytime to expand existing penetration across larger networks.
Strategic-account expansionSupported the global Matrix Fitness PACE launch and ongoing EGYM partnership through co-branded assets, campaign messaging, sales enablement, event storytelling, and lifecycle follow-up.
Partnership activationCreated customer toolkits, guides, educational materials, graphics, and post-sale content designed to support onboarding, product adoption, and long-term value.
Customer adoption systemsConnected events, webinars, lead magnets, partner campaigns, paid placements, forms, sales follow-up, and nurture through segmented HubSpot journeys.
Integrated campaign journeys05 / SIGNITURE INITIATIVES
From Strategy to Scalable Growth Infrastructure
Turning strategy into sustainable growth required more than launching campaigns. It required connecting product marketing, sales, partnerships, customer success, lifecycle marketing, and performance marketing into one coordinated commercial system.
Working across these functions, I helped translate market strategy into integrated programs that strengthened positioning, expanded strategic accounts, improved sales enablement, and created reusable marketing assets that continued generating value throughout the customer lifecycle.
01
BE MORE Campaign
Repositioned seca from a standalone body composition analyzer into a human-centered ecosystem connecting medical-grade hardware, Analytics 125, myAnalytics, Treatment Tracker, patient engagement, and ongoing care support. The platform helped providers interpret results, personalize treatment, demonstrate progress, and strengthen long-term patient relationships.
02
Account-Based Marketing
Developed integrated ABM programs for high-value franchise and multi-location accounts, aligning marketing and sales through targeted segmentation, personalized messaging, co-branded assets, sales sequences, lifecycle nurture, and performance reporting to strengthen engagement and drive location-level expansion.
03
Global Partnership Marketing
Supported global partnership initiatives with Matrix Fitness and EGYM by connecting product positioning, co-marketing, event activation, sales enablement, lifecycle support, and customer education into coordinated go-to-market programs.
The work helped turn strategic partnerships into scalable commercial platforms that extended market reach, strengthened product relevance, and created reusable assets for sales, events, and ongoing partner activation.
