Content Marketing & GTM Strategy
Context: Upon the discovery of my freelance content marketing business, I was brought in-house at Random Golf Club (Lang Creative, LLC.) to oversee both Erik Anders Lang’s personal content + brand strategy, as well as his lifestyle brand, Random Golf Club.
Actions: I achieved remarkable growth for the Random Golf Club and EAL channels by creating a loyal community of golf enthusiasts.
- Develop Go-to-Market (GTM) Strategy for B2C products including positioning & messaging, and 360 distribution plan.
- Managing a team of freelance writers, editors, web designers, and video creators.
- Collaborated with Fortune 500 brands to do influencer activations and brand partnerships.
- Setting up brand guidelines, tone of voice, and SOPs for international brand campaigns.
- Launched Global Brand Ambassador Programs.
- Launched Membership Packages for Random Golf Club Members.
- Conducted target audience customer surveys and interviews to gain product insights.
Achievements:
- Generated $1M revenue in 6 months while leading GTM Strategy (B2C).
- Increased social media engagement by 142% in 7 months.
- Garnered the highest views in accounts' social media history with over 4M views in 7 months.
- Produced a live stream during the PGA Championship that had over ~2M viewers.
- Managed a team of 4 in-house, a team of 5 freelance video editors, and a team of 10 editorial writers.
- Orchestrated a brand new website launch to match the new positioning and messaging of Random Golf Club.
- Created a brand new Global Ambassador Program with a Slack channel for members to discuss golf, meetups, etc.
Website Launch
Within a 3-month timeframe, I spearheaded the brand new website multi-channel social media launch for Random Golf Club including: editorial content, merchandise launch and brand new RGC Community features.
Chase Sapphire - PGA Championship Week
Livestream on YouTube + Twitter: 2M Viewers
Impressions: 825k
Reach: 762k
Product Launches
Executed seven major B2C product launches in 6 months. Sub $1M revenue streams including:
RGC x Vice Golf Balls
Precision Pro Rangefinder
Limited Edition Merchandise