Generators
I’ve marketed both residential and commercial generators, helping brands communicate reliability where power can’t fail. From backup systems for homes to mission-critical commercial applications, I make the value of dependable power generation clear — emphasizing dependability, resilience, efficiency, and peace of mind.
Cummins & Kohler Power​
​Cummins Generator Line Launch
Cummins Inc. is a disciplined, operations-driven company — but when I joined, I was tasked with leading a major commercial and residential generator product launch on an accelerated timeline. Nothing had been started: no creative brief with integrated SWOT analysis and no value proposition. Then the launch schedule was accelerated by 90 days. With product management’s support, I secured a significant marketing budget and applied my brand strategy experience from Kohler and Marvin to serve as both creative director and campaign launch visionary.
At the time, Generac dominated the backup power market, but our cross-functional team hit an aggressive first-year revenue goal, followed by exponential growth. I personally authored the creative brief, coordinated sales training, and helped develop and oversee dealer collateral. Instead of a routine kickoff in the plant lunchroom, I staged the event at a Minneapolis hotel with a ballroom, breakout rooms, and a professional-grade sound system. A high-impact “Stinger” video set the tone, energizing both the sales force and the select groups of dealers.
We hosted six sessions, each with 50 dealers. The program featured breakout training on Cummins generator engineering advantages and market positioning. To drive pull-through demand, I launched the National Treasures Campaign: if Cummins generators are trusted to protect U.S. national monuments, they can be trusted to protect your home, business, and way of life when the lights go out.
As project lead, I wrote and/or directed every creative detail: executive speeches, dealer presentations, event scripting, banners, brochures, truck wraps, and invitations — all aligned for consistent generator marketing messaging. I even worked hands-on with the video production team to sync action to music beats, ensuring maximum emotional impact.
The result? Division President Tony Satterthwaite called it the best product introduction he’d seen come out of Cummins in 30 years. Second-year growth almost outstripped capacity. While the success depended on a talented marketing communications team, my role as strategist, creative director, and content developer was pivotal in positioning Cummins as a credible alternative to Generac in the generator market. The cross-functional team was key to this massive undertaking. Some names that come to mind include Rama, Vivek, Carol, John, Mark, Karl, Bob and the entire marketing communications staff.
Kohler Power (Now Rehlko)
It's a privilege to work on Kohler business after starting my career with them in Plumbing Marketing. Above are the many case histories I designed and wrote to support its leadership position in the commercial power generation segment.