Integrated marketing | Simplifying Complex Finance for T-REX

T-REX is a fintech company dedicated to providing services for structuring and managing complex investments.

The Ask

As a key member of the founding marketing team, I played a crucial role in establishing a recognized product brand with limited and inconsistent digital visibility.

Branding

A brand isn’t just a logo. To make it look like T-REX, we gathered all its existing brand assets to analyze the missing gaps. Along with a designer, we polished up its assets, resulting in a comprehensive brand identity guideline, CEO-approved, to enhance brand consistency across all channels. That foundational work birthed templates such as sell sheets, corporate PowerPoint presentations, social media tiles, and multiple internal documents.

Website

SEO

Work had to be done in the backend before getting our hands on the front end. I assisted the marketing manager in creating a comprehensive WordPress housekeeping plan for our agency partner to execute and for my team to lay the groundwork for SEO strategy.

Cleaning up WP taxonomies with relevant categories and tags
Auditing and redirecting several unused and broken URL redirects
Ensuring all pages had proper meta description

Design & Development

Following T-REX’s new brand identity guidelines, I worked closely with our web design agency to ensure all webpages reflected T-REX’s modern look and were timely delivered for the developing team to work on. Likewise, quality assurance during the dev process required my undivided attention to ensure harmony between design and functionality on different screens.

Events

As a B2B company, ensuring T-REx’s presence at conferences left a positive mark was top-tier. I supported the coordination of pre- and post-conference logistics for two global sponsorship events in Las Vegas and Fort Laureldale. From branded booths to fully prepared meeting spaces and social media engagement, our sales team had successful first-time engagements that led to demos and opportunities.

Social media

To increase social media engagement and maintain a cohesive brand identity, we implemented a comprehensive organic strategy. This involved creating a social media calendar and streamlining the approval process through Asana, where the Marketing Manager and Director could review and approve the copy and creatives developed by me. Once approved, posts were scheduled through HubSpot to ensure seamless effective execution and tracking of our social media efforts. This resulted in an average of over 1,000 impressions and 15% CTR per post.

Paid media

A media plan was developed to drive site engagement and introduce T-REX’s new look and content. With an allocated budget for LinkedIn and Google Paid Search ads, I designed social tiles and drafted ad copy grounded on keywords, increasing website traffic from 500 to 2,500 users per quarter and creating five sales opportunities in Q1.

E-mail marketing

Out with the old, in with the new. Marketing and product emails suffered a massive transformation using our new brand assets. I elevated the look, sound, and feel of both emails with a unique design, enhanced copy aligned with the brand’s tone of voice, and strategically placed buttons. The “New User Onboarding” email, built based on the user journey, resulted in an improved understanding of platform navigation for the first time. Likewise, the conference attendance announcement email saw an increase of 15% in opening rate and sparked initial conversations for sales to anchor on-site meetings.

Reporting

By the end of Q1, all the marketing efforts my team and I contributed were put in one place for the executives to review and for us to optimize our Q2 strategy. I Assisted the Marketing Director in preparing a comprehensive Q1 presentation highlighting the results and progress of paid and organic marketing efforts consolidated from HubSpot, GA4, and LinkedIn reports.

And we accomplished

7.5k+ site users

Increased website paid traffic in Q1

2.5k+

Paid social was the number one driver to website traffic

79% CTR

Paid search resulted in 79% CTR with branded terms. Non-branded terms created more site engagement and created 15 new opportunities

60+ opportunities

Increased event booth traffic and created over 50 new opportunities in just two events