Built a B2B marketing system that replaced sporadic posting with research-backed cadence, 50–57% email open rates on segmented sends, qualified leads, and ARC’s first partner activation program.
Digital Marketing Strategist · Nov. 2024–May 2025
I joined ARC in a copywriting role, but the work quickly expanded into social, email, and strategy. Leadership proposed roughly four social posts per month—too light for a niche B2B market trying to build awareness.
I built a Social Media Watch workbook comparing competitors, manufacturers, COAM suppliers, and hospitality-adjacent brands. Accounts posting three or more times per week showed stronger engagement than those posting twice weekly or only around holidays. I recommended abandoning the four-post plan; leadership agreed. The next question: what should ARC post three days a week?
≤2 posts/week or holiday-only
Stagnant feeds
3+ posts/week
Stronger visibility
Research justified moving from occasional posting to a structured system built around cadence, audience pain points, and business value.
Compared cadence, themes, and engagement across industry accounts to support a Monday / Wednesday / Friday rhythm instead of four monthly posts.
Built content pillars and monthly themes so every post educated, built trust, supported sales, or positioned COAMs as a business growth tool.
Audience and competitive research revealed how ARC should speak to operators—and which tactics competitors were using that ARC had not yet activated.
COAMs (Coin Operated Amusement Machines) are skill-based gaming machines in partner locations such as restaurants, convenience stores, and entertainment venues.
Operators cared about revenue, retention, and dwell time—not “machines.” I reframed COAMs as passive revenue systems and customer engagement infrastructure tied to margin, staffing, and foot-traffic pressures.
Competitors used partner stories as social proof. I used Salesforce data to prioritize top-earning locations for ARC’s first testimonial campaign—stronger credibility than low-performing interviews.
Competitors ran Skill-Based Games days at partner sites. That insight became COAM Night—merchandise, spin boards, customer interaction, and recorded content, later offered as a retention play for an at-risk partner.
Research became a practical system: weekly social content, segmented email, testimonial development, and field activation.
Monday / Wednesday / Friday rhythm with content pillars, monthly themes, educational posts, and business-value messaging.
Content pillars framework Theme calendar
Repeatable publishing rhythm instead of one-off promotional posts.
Segmented campaigns translated value into measurable engagement.
Targeted sequences for restaurant owners, prospects, and current partners—focused on operational relief, passive revenue, retention, and profitability.
View email samplePartnered with Business Operations to identify top-earning locations in Salesforce and lead ARC’s first testimonial push using high-performing social proof.
Testimonials grounded in partners with proven results.
Featured activation
COAM Night connected digital strategy to in-person engagement: merchandise, fun tables, spin boards, and recorded content designed to drive participation at partner locations.
The concept started as a competitive response to Skill-Based Games days and evolved into a retention tool when leadership deployed it for a partner at risk of churning.
Field activation bridging awareness, partner support, and retention.
ARC entered this engagement with light promotional posting and no repeatable system. Over six months, the work shifted to a structured marketing operation—research-backed cadence, segmented email, partner storytelling, and in-person activation.
The outcome was measurable pipeline engagement, a publishing rhythm leadership could run consistently, and a clearer bridge between digital content and partner retention.
4 posts/month · inconsistent themes · promotional messaging
3 posts/week · pillar system · segmented email · testimonials · COAM Night
ARC needed more than copy—they needed a system. Competitive research justified cadence; audience insight reframed the product; email and testimonials built pipeline credibility; COAM Night proved strategy could extend into retention-focused activation.
The throughline is the same across B2B growth: understand the operator’s business problem first, then build content, campaigns, and activation that make the next step obvious.
Dennis is open to Content Marketing Manager, Digital Marketing Strategist, and Marketing Communications roles.