ATLIS MOTOR VEHICLES . MESA, ARIZONA . 2022 - 2022
How do you position and scale an EV startup? Focus on owning your corner of the universe, and implement a brand system that unites departments for the greater good.
Atlis Motor Vehicles (AMV) hired me on as their Head of Brand in 2022, with the purpose of clarifying their brand strategy, positioning, refining their voice and tone, and preparing them to go public. I immediately identified an opportunity to establish clarity and alignment among leaders – if they couldn’t’t easily articulate the brand verticals how could others? AMV also had misaligned touch points, inconstancy in their voice and tone, a messy website, and lack of focus on their social channels. However, the brands greatest asset was their determined and willing leadership team, led by outlaw Mark Hanchett. It takes a group of passionate leaders to change the industry.
Key Achievements
In collaboration with the CEO and President developed a focused brand strategy; positioning statement; clear voice and tone; ideal customer profiles; vertical clarity and alignment throughout the organization
Worked in tandem with the Director of Business Development to redesign various B2B touch points, including implementing the fundamentals of ABM
Redesigned atlismotorvehicles.com, implemented heat mapping, developed funnels, and introduced HubSpot for automation
Increased site traffic by 48%, reduced bounce rate by 14%, increased product reservation by 12%
In partnership with the Director of Marketing developed social media strategies boosting engagement by 27%; improved social sentiment by 54%; expanded organic reach over 25%; increased click thru rate by 18%
Implemented a creative brief process that optimized project flow, innovation and collaboration among teams
Led the creative charge to take AMV public on Nasdaq by designing an augmented reality activation in Times Square for the launch of AMV –– including a digital billboard outside of Nasdaq headquarters
Oversaw creative team to ensure brand consistency
