Building a Digital Marketing Program from the Ground Up
The Challenge
When I joined Miller Chemical, there was no established digital marketing function — no content calendar, no SEO strategy, no email marketing automation.
The business needed a scalable digital presence to support lead generation across a technical, multi-product portfolio (adjuvants, biostimulants, fertilizers, organic compliance products).
The Strategy
Roadmap & Content Calendar
SEO strategy built from scratch
E-Mail Marketing Automation
Stood up workflows for segmented specific messaging
Process & Efficiency
Monday.com tracking system introduced after year one
Data-Driven Tracking
Semrush, GA4, Search Console & More
The How
Website & SEO
Managed website strategy and content to align with SEO objectives, implementing on-page and technical recommendations
Email Marketing Automation
Built email and marketing automation flows
Paid Search, Social & PPC
Planned and executed national/regional campaigns
KPI Reporting
Established KPI reporting to track website, campaign, and lead-generation performance
AI/LLM Evaluation (AEO)
Led evaluation of LLM/AI tools to prepare the brand for AI-driven search (AEO)
Team Guidance (dotted-line)
Provided day-to-day direction to junior team members, aligning execution with strategy and calendar priorities
"Over the nearly three years we worked together, I saw her play a key role in advancing our digital marketing capabilities across paid media, SEO, website, content, and other digital channels. She was also a go-to resource for emerging areas like AI and AEO, consistently staying ahead of trends — collaborative, dependable, and always willing to help."
— Joel Alvey, MBA, Category Manager at SiteOne (managed Jennie directly at Miller Chemical & Fertilizer / Huber AgroSolutions)
The Results
+18%
+97%
+203%
+16%
LEAD GROWTH
Over the past 3 years
Organic Web Traffic
4 Year Estimated Growth
Top 10 Keywords
Ranking Growth
GA4 Organic Sessions
Verified Growth 2023-2025
* Tracked via Semrush, GA4, Search Console, and TapClicks | Program built and managed by Digital Marketing Manager, North America
All figures reflect anonymized, directional performance for portfolio presentation purposes.