Shif
A Launch Story Sales Can Use
The situation: Your product is technically better, but the advantage gets lost somewhere between engineering and the market. And every buyer judges it on something different: compliance, uptime, or operating cost.
What I do: Map the main pain points, then build one campaign concept on top of them, with a single landing page. Each pain point gets its own creative, localized for every market, so sales has a message for every objection.
At Atlantium: The Open Channel Series launch targeted municipal water in the US, Brazil, and Mexico. Under one concept, "Open a new standard of...," six creatives each answered one concern: control, protection, performance, efficiency, and uptime. All six led to one landing page, in English, Spanish, and Portuguese.
Lead Generation in Your Buyers' Language
The situation: Your key markets don't buy in English, and translated ads underperform. They read like a foreign company talking at the buyer.
What I do: I localize a campaign end to end: ads, lead forms, landing page, and follow-up emails, so the copy reads as if it was written there. The leads then go into your CRM segmented, so sales knows who they're calling.
At Atlantium: A Spanish-language simple syrup campaign for LATAM beverage producers made its landing page the most visited page on atlantium.com that month. Sessions from Colombia grew almost sixfold and from Argentina fourfold, and LATAM leads from paid channels rose sixfold over the previous quarter. Splitting the newsletter by industry roughly doubled click-through.
Webinars That Feed The Pipeline
The situation: Webinars take real effort, and too often the value ends when the live session does.
What I do: I plan each webinar as a campaign: the audience, the topic worth their hour, and the expert who makes it credible. I build every asset, from target lists to a slide-by-slide reviewed deck. Afterwards, the recording runs as an on-demand campaign and the Q&A becomes new content.
At Atlantium: A PFAS webinar with partner Enspired Solutions held attendees from 21 countries for 86% of the session. A semiconductor webinar on ultrapure water drew 24 countries and 28 audience questions. Both then ran as on-demand campaigns.
A Website Where Your Offer Meets Their Need
The situation: Your website grew one page at a time. Your product has moved on, but the brand still looks the way it did years ago. Visitors can't quickly tell what you do for someone like them, and AI search increasingly answers their questions without sending them to you.
What I do:I map what each audience needs to find and in what order; the sitemap and page templates follow, and I create the content to fill them. Usability, visual direction, accessibility, and AI-search readiness are part of the same project.
At Atlantium: I led the revamp of atlantium.com. The site is organized around the buyer's industry or water challenge: 5 markets, 44 sub-market pages, and 21 application pages, with technology and proof one click away.
One Brand Voice Across Every Channel and Language
The situation: Your agency produces plenty of content, but it sounds generic, reads like AI, or gets the technology wrong, and fixing it lands back on your desk.
What I do: I set the voice and the rules for technical claims, and I review every piece before it goes out, whatever the format or whoever drafted it.
At Atlantium: I worked directly with internal stakeholders to turn their expertise into content that is technically precise and still reads like an expert talking. The same standard carried into brochures, case studies, ads in English and other languages.