Firebrick and refractory products maker

  • Who: A 120-year-old Midwestern maker of firebrick and refractory products.
  • When: October 2022 to September 2025.

What I did

  • Ran the company's social media and content shoots, planning each shoot so one day of filming fed years of posts.
  • Rebuilt the website and its SEO foundation.
  • Built the company's first online store selling direct to customers, in 2024.
  • Wrote a sales and marketing framework that set which projects came first, and which ones to drop.

What came of it

  • The online store returned more than 50% on the project's costs in its first twelve months, with no paid advertising.
  • The social program reached 190,600 impressions from 837 posts, and added 1,129 followers, also with no ad spend.
  • The team moved from chasing every idea to working through a set order of priorities.
  • Evidence: the firm's published case studies, September 2025.