Strategic Cross-Brand Integration, Positioning, and GTM Planning
Brought in as a consultant to unify and elevate the energy brand portfolio for SGH, the energy division of private equity firm Simon Group Holdings. Conducted interviews and in-depth evaluations of existing brands and communications, crafting a strategy to maintain each entity’s unique identity while fostering cross-collaboration and shared business opportunities under a new consultancy banner.
As part of the brand strategy and positioning phase, I initiated a market test in South Texas, leveraging Atlas, a well-recognized local entity within the SGH portfolio, to drive new business development. Led the creation of a targeted campaign that included a dedicated landing page, geo-focused social media promotions, and email outreach designed to invite prospects to connect directly.
Coordinated cross-company sales teams from all SGH entities, fostering a collaborative approach that bridged groups for in-person and virtual meetings. This soft-launch “blitz” served as a proving ground for the broader “United Beam” message, resulting in multiple new business engagements and partnerships. Alongside execution, I led ambassador training and business development workshops, developed communication guides, and mapped segmented audience lists. Broader website strategy, audience targeting, and supporting digital assets are ongoing as part of the evolving, phased rollout.
