GTM Strategy and Digital Overhaul for Hardware OEM

RAM Mounts is a global manufacturer of over 5,000 mounting and docking hardware products, serving both industrial and consumer markets. Customers range from fleet operators and public safety agencies to outdoor enthusiasts and off-road vehicle owners. The company operates across multiple go-to-market channels including direct B2B sales, ecommerce, distribution, retail partnerships, and resellers—making marketing alignment and execution complex. 

With thousands of SKUs and a broad customer base, RAM Mounts faced a challenge: how to streamline product discovery, improve marketing performance, and speak effectively to each customer segment. Marketing was underdeveloped, and there was no cohesive strategy, digital presence, or packaging approach that addressed the diverse buying journeys of enterprise buyers and individual consumers. 

As Director of Global Marketing, I built the company’s first strategic marketing plan and hired six team members to support a new structure. We segmented revenue streams across industrial, government, retail, and consumer markets to align messaging and programs with each buyer group. 

I led a redesign of the website to simplify navigation and product discovery for all customer types, and created new retail packaging to improve shelf appeal and clarity. We also launched a digital marketing function—including advertising, email, and content—and created the Rambassador endorsement program to build credibility in enthusiast communities. 

The new website increased conversion rates by 33% and online revenue by 19% within two months of launch. Consumer retail revenue grew 7.2% year-over-year. We also improved trade show performance, capturing 2,200 leads across 70 events. RAM Mounts gained a clearer identity, better customer experience, and a scalable foundation for continued multi-channel growth.