01
Brand Strategy & Architecture
What the company stands for, who it is for, and the system that keeps that answer consistent across every product, market, and touchpoint.
Digital Strategy & Brand Leadership
I see the pattern.
Then I build the
system that turns it
into revenue.
Fourteen years leading brand and digital strategy in B2B healthcare. I own the whole picture: the positioning, the message, the culture it creates, and the engine that turns all of it into pipeline.
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About
Brand is not
the logo. It is
the whole system.
I am a digital strategist who builds brands that generate revenue.
Leading a brand is not leading design. It is leading the positioning, the message, the voice, the culture that message creates internally, and the go-to-market engine that carries it. Design is one output of that. It is not the job.
I came up through brand and creative direction, then learned operations and technology because I kept hitting the ceiling of what a good idea can do inside a broken system. That combination is the whole point. I can see the pattern in the data, define what the brand should stand for, and build the machine that connects the two.
I am good at puzzles. Give me a market, a P&L, and a team, and I will find where the value is actually leaking and what story will move it.
Capabilities
02
Positioning & Messaging
The narrative, the voice, and the proof. What the company says, how it says it, and why a skeptical buyer believes it.
03
Digital Strategy
Channel, content, and funnel architecture built around how buyers actually decide, not around the org chart.
04
Demand & Revenue
Account targeting, pipeline strategy, and budget allocation. Marketing reported in the language leadership can act on.
05
Creative Direction
Art direction and design leadership across identity, campaign, and environment. One expression of the strategy, not a substitute for it.
06
Measurement & Insight
The analysis that says what to do next, translated out of marketing metrics and into cost per opportunity and payback.
Selected Work
Brand, campaign,
and systems.
01
$388M
Pipeline influenced · 44x ROAS · 204 high-intent accounts
Demand Generation · Case Study
The Precision Pivot
Moving an organization off volume-based marketing and onto a stage-based account framework, concentrating spend on 204 accounts already sitting in the Decision and Purchase stages.
$388M+Pipeline influenced
44xReturn on ad spend
99%Seniority reach
02
Marketing Automation · Case Study
Highway 6.0
Replaced a validation-based lead system with behavioral scoring intelligence so sales could close deals instead of screening leads. Buying group detection, intent data, and ABM tiering rebuilt across the automation infrastructure.
~30%Current accept rate
85%+Target accept rate
70%Sales time wasted
03
Brand · Creative Direction
Carenet Health Rebrand
A Swiss-inspired identity system built entirely in house to position a healthcare services company as a tech-led B2B operator. Logo, typography, website, collateral, and the guidelines that hold it together.
FullIdentity system
In houseNo agency overhead
SwissVisual language
04
Campaign · Art Direction
Coors Light: Refresh Your World
A World Cup moment campaign launched without World Cup sponsorship rights. An existing Liga MX partnership and smart media placement let the brand compete in a moment it could not afford to own.
Liga MXPartnership leverage
OOHBroadcast + print
ZeroSponsorship rights
Four more, including the Catalyst Health rebrand, Valor Groomware, Alcomy, and the paid media performance analysis.
See all 8 projects →Recognition
Respected for strategic thinking
and the ability to execute.
He embraced new disciplines, proactively built new skills, and taught himself everything from coding fundamentals to marketing technology and stack management. Drew is thriving as a digital strategist. His growth, resilience, and willingness to continuously learn have been impressive to watch.
I have seen him take huge strategic strides toward a more holistic marketing operations and strategy role. Real grit and drive in learning the technical skills expected of emerging MarTech operators. Working alongside him has made me better at what I do.
He was a great asset to our team with his positive attitude, great work ethic and creative input. From what I learned from him as a creative professional, I am able to effectively create content and manage the strategic process for our brand. He would be a great asset to any team.
Accounts
Selected accounts
I have contributed to.
Food & Beverage
Home & Appliances
Financial Services
Healthcare, Energy & Culture
Writing
Thinking out loud.
All 7 articles →Credentials
2007 – 2011
University of the Incarnate Word
Bachelor of Fine Arts, Advertising and Design. Minor in Communication Arts.
2024 – 2026
HubSpot Inbound Marketing Certification
HubSpot Academy. Issued November 2024, expires December 2026.
Contact
Let's skip the noise
and get to the good part.
I help teams connect brand, digital strategy, and real-world execution. The goal is simple. Make great work that actually moves the needle.
me@drewmartinez.io