eden green technology

VP of Digital Marketing | AgTech, Vertical Farming B2B

Oversaw a $600,000 annual marketing budget driving B2B lead generation across all channels, both traditional and digital, to attract and educate leads for commercial food production off-take agreements 

latest work

The 8th Wonder of The World

CREATIVE DIRECTION • NEW PRODUCT LAUNCH

After switching from growing lettuces to herbs, our product narrative needed a makeover. We worked with the brilliant team at Weekend Video to craft this unique take on farming that spotlights our herbs as well as our patented technology. Inspired by the educational and documentary style of the Planet Earth series, we wanted to showcase the beauty of our vertical greenhouses while staying true to our joyful brand that celebrates plants and the people behind them.

+54%

Organic website traffic YOY

+120%

198 Keywords in 1-3 positions YOY

+84%

623 Keywords in first page positions YOY

+300%

Social media followership YOY

-61%

Cost per conversion YOY

key responsibilities

  • Led two go-to-market strategies in response to major business pivots and launched two new websites, established and grew social media, paid media advertising, and search rank implemented key tracking and analytics channels.

  • Rebranded a CPG brand into a B2B white-label partner in sustainable food production within new industries outside of traditional retail and grocery including local government, education, nonprofits, real estate and venture capital 

  • Supported sales, investor relations and human resources departments producing sales collateral, investor decks, social media, email journeys and newsletters, downloadables, and landing pages for investors, retailers, educators, prospective candidates and policymakers

  • Wrote and creative directed quarterly paid media campaigns, produced and project managed YouTube educational AgTech series “Spill the Greens” with bi-monthly blogging to increase search rank through thought leadership, PR, and backlink building

  • Implemented marketing and sales automation flow within Zoho CRM and ESPs such as Mailchimp and Zapier to track MQLs, SQLs, attribution, engagement and conversion rates 

some of my favorite content projects

Top Spots on Google

SEO • CONTENT STRATEGY • BLOGGING

200 Keywords in 0-3 search position

The education around hydroponic produce, CEA, vertical farming and where our produce comes from was sorely lacking online in 2019. There was a huge learning curve to help buyers understand Eden Green’s advantages, so we created an SEO-driven blog with educational content. As a result, we increased organic traffic by 54-87% YOY since 2020, increased qualified leads, condensed the sales cycle, and lowered conversion costs.

Leafy’s Journey

CREATIVE DIRECTION • SOCIAL MEDIA

The sad journey of a soil-grown lettuce isn’t one that many people know. Enter Leafy. A cute and resilient lettuce grown in California destined to make it to the store while 50% of his peers won’t be as lucky.

Spill The Greens Series

CREATIVE DIRECTION • YOUTUBE

8 episodes | 45,000 views

Featuring our head of horticulture as the host, we brought people into our greenhouse to explain the ins and outs of vertical farming, CEA and hydroponic produce. With SEO in mind, we answered FAQ while showing off the beautiful reality inside the vines with this YouTube series “Spill the Greens”.

Why Eden Green Exists

CREATIVE DIRECTION • CONTENT STRATEGY

Our company and its founders have a different story than most of our competitors in the AgTech space. We choose to convey our mission through an intimate conversation with our executive team.

more educational content that drives growth

  • Backlink Building Scholarship

    200% increase in applicants YOY
    50 backlinks from .edu sites

    To grow site authority and grow our talent pipeline, we established yearly scholarships for college students studying agriculture and sustainability.

  • Live Virtual Tours

    Filmed Monthly

    Seeing is believing in vertical farming. Live tours were essential for showcasing our tech in a Covid / Post-Covid era. Zoom, Zapier, Mailchimp, and a host (plus me filming with a stabilizer) made these tours a reality for qualified leads.

  • Sales Training Curriculum

    6 Videos | 10 Articles | 1 Deck

    In order to shorten the sales cycle and train 200+ sales professionals across the country on the advantages of hydroponic produce, we needed to create a crash course on everything Eden Green, our technology, and products.

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