Brand Identity Development
Portfolio Nursery Collection
SiteOne Landscape Supply | Nursery
SiteOne Landscape Supply | Nursery
A premium private-label nursery brand built to elevate perception, strengthen positioning, and scale across a national branch network.
Strategic Expansion
Enterprise Planning Cadence
Built the annual campaign roadmap, aligning category leaders, supplier partners, sales teams, and agency collaborators.
Category Expansion Strategy
Scaled the initiative beyond agronomics into nursery, winter products, tools, and seasonal categories to broaden revenue participation.
Scaled the initiative beyond agronomics into nursery, winter products, tools, and seasonal categories to broaden revenue participation.
Omni-Channel Integration
Directed and coordinated execution across email, catalog, digital advertising, landing pages, radio, and in-branch merchandising.
Directed and coordinated execution across email, catalog, digital advertising, landing pages, radio, and in-branch merchandising.
Scalable Creative Systems
Standardized campaign assets and rollout structure to ensure consistent execution across 500+ branches.
Standardized campaign assets and rollout structure to ensure consistent execution across 500+ branches.
Supplier Activation Model
Increased co-funded participation through structured supplier activation tiers tied to category growth.
Increased co-funded participation through structured supplier activation tiers tied to category growth.
Revenue & Performance Impact
Engineered High-Margin Brand Identity
Spearheaded the creative vision and launch of an exclusive "jobsite-ready" nursery brand, contributing to a 29% increase in total net sales ($3.48B) and a 22% surge in organic daily sales during the inaugural launch year.
Spearheaded the creative vision and launch of an exclusive "jobsite-ready" nursery brand, contributing to a 29% increase in total net sales ($3.48B) and a 22% surge in organic daily sales during the inaugural launch year.
Scaled National Brand Awareness
Directed the visual identity and market positioning for a premium product line across a 620-branch network, successfully penetrating 45 U.S. states and establishing "Portfolio" as a top-tier professional-grade alternative to commodity nursery stock.
Directed the visual identity and market positioning for a premium product line across a 620-branch network, successfully penetrating 45 U.S. states and establishing "Portfolio" as a top-tier professional-grade alternative to commodity nursery stock.
Drove Product-Mix Growth
Leveraged strategic storytelling and premium genetics positioning to elevate the nursery category to 8% of the total product mix within the first 18 months, supporting a long-term digital strategy that fueled a 180% increase in e-commerce sales.
Leveraged strategic storytelling and premium genetics positioning to elevate the nursery category to 8% of the total product mix within the first 18 months, supporting a long-term digital strategy that fueled a 180% increase in e-commerce sales.
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