B2G Scaling Credibility and Demand

SAFEbuilt (B2G) is a parent organization supporting a family of specialized brands that deliver community-focused development, inspection, and infrastructure services to both local governments and private-sector developers. The complexity of the portfolio required a strategy that respected individual brand identities while creating consistency, clarity, and scale at the parent level.

Over a four-year partnership, I led strategy and execution across brand, demand, and digital—helping SAFEbuilt align its positioning, modernize its marketing engine, and drive measurable growth across public and private sector audiences.

My Role & Approach

Led comprehensive persona development for both public-sector (municipal leaders, officials) and private-sector (developers, engineers) audiences, including direct stakeholder interviews

• Developed integrated marketing strategies spanning the parent brand and individual service lines
• Balanced brand credibility with lead-generation performance in a highly regulated, trust-driven B2G environment
• Partnered closely with executive leadership to evolve strategy year over year based on performance, market shifts, and business priorities

Implemented year-over-year:

• Market positioning and creative campaign development
• Annual and year-over-year marketing and digital strategy
• Website strategy and optimization
• Ongoing MQL-focused demand generation
• Webinar strategy and execution
• HubSpot strategy, workflows, and performance reporting
• Paid and organic digital programs

Impact & Results:

• 4,400% increase in new contacts
• 99% increase in qualified leads quarter-over-quarter
• 111% increase in year-over-year website sessions
• 548% increase in paid ad clicks
• $2M+ in pipeline revenue generated in the first month of partnership
• Over $25M in pipeline generated in 2025
• 8 new municipal partnerships secured

Industry & Services
• Industry: Public & Private Sector (B2G)
• Services: Strategy, Content, Website, HubSpot, Social & Paid Media