Built a second growth engine alongside an established B2B business.
Context
Superior Tech had built its business through John Deere dealers, but previous efforts to sell directly to consumers hadn’t really taken off. I was brought in to keep growing the dealer business while figuring out how to make DTC work.
What I did
Positioning
Repositioned consumer products from feature-focused messaging to benefits-led positioning built around customer needs and use cases.
Ecommerce
Built the DTC growth strategy across the website, merchandising, conversion and acquisition.
Marketplace
Identified Amazon as a high-potential growth channel and scaled it through stronger product listings, advertising and specialized agency support.
B2B growth
Built targeted campaigns, email, trade shows and sales enablement to continue driving demand through the established dealer business.
Example
Built and scaled Amazon as a major DTC growth channel, increasing revenue 6.8× while reducing ad ACOS 67.6%.
Superior Tech was later acquired by Agri-Fab, which now operates the storefront.
Impact
Expanding the business beyond its traditional dealer model created new engines for growth without slowing the core B2B business, contributing to significant revenue growth ahead of the company’s acquisition.