Strategy and planning
Every campaign starts with a market, an offer and a number it has to hit.
$6M
in signed agreements for a new salt company, less than a month after launch
$250K
in revenue in one month from $2K in ads
5 brands
across 4 industries, marketed at the same time
$3.7M
more out for signature on that same launch
I plan the campaign, shoot the content, build the page and wire the CRM. Then I stay close enough to the sales team to see what actually closes.
15+
years in marketing
8
industries, from logistics and natural stone to real estate and solar
750+
leads generated across campaigns
10+
brands marketed
2
languages, fluent in English and Spanish
How a campaign actually runs.
Content creation
Each film, graphic and landing page is built to move someone to one next step.
CRM wiring
Every lead is captured, tagged with its source and routed, so none get dropped.
Lead nurturing
Automated email, SMS and chat keep each lead moving after the first click.
Then the results go back into the next plan, so each campaign starts with better information than the last.
Aden CompaniesFive brands across four industries, all marketed from one playbook.
Aden Logistics, Aden Aggregates, Aden Brook, Johnston & Rhodes and C. Winters each sell something different to someone different. I built one repeatable marketing system and adapted it to every brand, so nothing had to start from scratch.
2+ years
as Director of Marketing & Growth, since June 2024
5 brands
in logistics, aggregates, agriculture and natural stone
$6M
in signed agreements from the Aden Salt launch
125x
approximate return on ad spend in one month at Johnston & Rhodes
What I was responsible for.
Multi-brand strategy
Marketing plans and priorities for all five brands at the same time.
Funnels and landing pages
Multi-step pages that capture, qualify and route leads automatically.
CRM strategy
I led the migration from HubSpot to GoHighLevel.
Automation workflows
SMS, WhatsApp and chat that cover the journey from first ad to closed client.
Paid and owned channels
Paid ads, email campaigns, direct mail, print and blog content.
Reporting
A cross-brand analytics dashboard that shows what each channel produced.
A new salt company, launched in the middle of a shortage.
Salt ran short across the region last winter and most suppliers stopped quoting. Aden secured its own supply by ship, so the job was to reach every commercial buyer in New York, New Jersey and Long Island before the season started. I led the launch from the first landing page to the last mailer.
$6M
in signed agreements
$3.7M
more out for signature
57,115
tons of salt signed
246
businesses requested an account
What I was responsible for.
Go-to-market plan
The launch plan across New York, New Jersey, New York City and Long Island.
Landing page
A single page that every channel pointed at, built to work on a phone.
Email campaigns
Launch and follow-up sends to the market, with the best lead rate of any channel.
Paid advertising
Paid social and search, aimed at the target market.
Direct mail and flyers
Mailers with QR codes that take a buyer straight to the form.
Live tracker
Leadership follows every account from request to signed agreement.
Why I made this film. Anyone can buy an ad for salt. Footage of the ship being unloaded proves the supply is real, and that was the one thing a buyer burned by last winter wanted to know.
Every channel pointed at one page.
The page asks for a few details and promises a real price from a real person. Most suppliers had stopped quoting, so a phone call with a number in it was the offer.
Visit the live page at adensalt.com
The launch rolled out in three steps.
-
1 Direct mail
A postcard went out first, with a map showing buyers how close the supply was and a QR code that took them straight to the form.
Front of the postcard 
Back of the postcard -
2 Launch reel and paid social
Then came the launch reel and the paid social campaign, designed for phones and aimed at the same market.
Aden Salt CompanySponsored
Aden Salt CompanySponsored
Aden Salt CompanySponsored
Aden Salt CompanyCarousel post, designed as one continuous image
-
3 Launch emails to our database
Then the emails went to our database, and email earned the best lead rate of any channel in launch week at 9.1%.
A complicated product, made simple in 48 seconds.
OnePass is a treated salt designed to stay where it lands and keep melting at lower temperatures. That is hard to show in a static ad, so I built a 3D explainer that lets a buyer see what happens on the road.
Less than a month after launch, $6M in agreements are signed.
I built a live tracker so leadership can follow every account from the first request to the signed agreement. This is a simplified version of what it showed on November 4.
Where the signed value came from.
About $1.1M came in through the landing page and the emails. The rest came from working the salt list and existing customers through the same process, and I am still assigning a source to the last quarter of it.
A treated product is already pulling its weight.
OnePass, the product from the explainer above, makes up 23% of the tons signed so far.
Aden Rock Salt43,925 tons signed, 25,700 out
OnePass Treated Salt13,190 tons signed, 7,285 out
Source: the Aden Salt account tracker, as of November 4, 2026. Signed and out-for-signature figures are agreement values, not collected revenue. Customer names, contacts and pricing are kept out of this page.
The first week showed us where to push.
Launch week brought in 42 form leads, up from 4 real leads the week before. The web data made the next decisions easy.
Visited the site501
Started the form102
Became a lead42
5.9%
of visits became leads
71%
of leads came from New York, New Jersey and Pennsylvania, the market we were targeting
14.4%
of phone visitors became leads, against 4.5% on desktop
9.1%
lead rate from email, the strongest of any channel
The numbers became next week's plan.
I turned the data into a short report leadership could read in a few minutes. Phones converted three times better, so vertical creative moved to the front. Our market produced most of the leads, so paid spend stayed inside it. And 68 visitors had landed on dead links, so those were redirected.
Source: Google Analytics 4, adensalt.com, October 6 to 13, 2026. Google Ads went live on October 12, so paid search is barely in this window.
$2,000
in ad spendin revenue in one month, about a 125x return
The money was already sitting in the pipeline.
Johnston & Rhodes is a 125-year-old bluestone manufacturer and quarry. The ads were bringing in serious buyers, but some of those leads were slipping past the sales team without a follow-up. I spotted the gap and took ownership of the follow-up, and that pipeline turned into about $250K in a single month. It is the clearest example I have of why marketing and sales should never lose sight of each other.
$250K
in revenue in one month
125x
approximate return on ad spend
$2K
in ad spend
25%
of the company's monthly goal, approximately
What I was responsible for.
Paid campaigns
The ads that brought in the buyers, on a $2K budget.
Lead follow-up
I found where leads were slipping and made sure they got worked.
Email to the trade
Product launches and updates for dealers and buyers.
Dealer program
Marketing that recruits authorized dealers and spotlights the ones carrying the stone.
Product storytelling
Carousels and spec-sheet style content that explain each product.
Product films
Close-up films that make a 125-year-old stone feel premium.
Films that sell stone from a thousand miles away.
A dealer or an architect has to trust this stone before ever touching it. So these films get close enough to read the grain, the edge and the finish. Scripted, produced and edited by me.
A product carousel that doubles as a spec sheet for dealers.
Tools the sales team and the dealers can use.
Johnston & Rhodes sells through dealers, so a lot of the marketing is built to help them sell: a dealer program, spotlights on the people carrying the stone, and emails that give a rep a reason to call.
Branded films, scripted, produced and edited entirely by me.
Twice a year I travel to New York to film on location with cinema cameras, drones and gimbals. The goal of these interviews is simple: in a business built on trust, a customer should meet the people behind the trucks before the first call.
A film that does a job after it airs.
Michelle Delgado's interview for Aden Logistics is part of a bigger idea. I turned this kind of footage into automated onboarding sequences that introduce account managers to new multi-million dollar clients, so the relationship starts warm.
I have also filmed executive interviews with the CEO and CFO, client testimonials and a company history film, all produced in-house.
Short films for the people who do the work.
Social content works harder when the crew wants to share it. The Labor Day films honor the people in the yards and quarries, and the C. Winters ad tells contractors in 25 seconds what they can pick up there.
Staying current with technology is part of my everyday work.
I build automation workflows across SMS, WhatsApp and customer service chat that cover the journey from first ad to closed client. I also keep up with the newest tools for writing, analyzing data and building software, which is how one person ships landing pages, reports and dashboards this quickly.
Where it shows up in the work.
Automated conversations
Automated replies across SMS, WhatsApp and customer service chat.
Automated onboarding
Brand films that introduce account managers to new multi-million dollar logistics clients.
Marketing automation
Sequences and integrations connected through Zapier and Make.
Meta, TikTok, LinkedIn and Google Ads. GoHighLevel, HubSpot, Salesforce and Follow Up Boss. Zapier and Make. Google Analytics. Adobe Creative Suite and Final Cut Pro.
A real estate media brand, built from the ground up.
ElevateLens photographs and films listings across Southwest Florida, and ElevateLink produces monthly content for agents. I created the marketing behind them: the identity, the website, the video and the email campaigns that generated more than 500 leads.
500+
leads generated through email campaigns
1
creative department led
3
monthly content plans for agents
What I was responsible for.
Brand identity
The logo, the system and how the brand looks everywhere it appears.
Website
The site agents use to see the work and order online.
Email marketing
High-quality campaigns that fed the sales pipeline.
Social campaigns
Lead generation and engagement campaigns for real estate agents.
Sales materials
Presentations, brochures and flyers that keep the brand consistent.
Video
Series for social media and YouTube, directed, shot and produced by me.
Visit the live site at elevatelens.com
Video that sells the brand by showing the work.
An agent deciding who to hire wants proof, so the marketing is the product itself. Listings get a cinematic cut for the website and a vertical cut for social, with the agent's brand built in. Directed, shot and edited by me.
Fifteen years, one direction.
I started as a graphic designer, and every role since has moved me closer to the numbers. Fluent in English and Spanish, and Adobe Certified.
Director of Marketing & Growth
Aden Companies
Marketing strategy and execution for five brands in logistics, aggregates, agriculture and natural stone.
Marketing Strategist & Graphic / Video Designer
ElevateLink
Led the creative department on campaigns for real estate agents, and generated more than 500 leads through email.
Marketing Manager & Graphic Designer
Bartos Group
A new marketing strategy secured partnerships with bigger firms and helped recruit higher profile agents.
- 33%
- client pipeline growth in year one
- 28%
- more LinkedIn engagement
- 20%
- more organic Facebook impressions
- 1,073
- new Instagram followers
Marketing Manager
Equisolar
Sales materials and proposals that made the savings from solar easy to understand, plus the website and online presence.
Brand Manager
Scoreunion
A complete rebrand: new logo, new messaging, a new website and the paid social behind it.
Media Marketing & Graphic Designer
Graficolor
Logos, websites and advertising, working directly with customers and sales teams.
Have something worth marketing? I would like to hear about it.
jhonderjonas@gmail.comBased in Naples, Florida. Available for travel.