Windows & Doors
This industry is about more than materials — it’s about lifestyle, efficiency, design ... and in Marvin's case, beauty. I craft messaging that balances technical features with the emotional drivers of choice, from durability to curb appeal.
Marvin
Brand & Product
Launch Experience
Marvin has long been recognized as one of the most forward-thinking marketing organizations in the windows and doors industry. Today, all of its legacy brands are unified under the singular Marvin name, with the former Integrity line now positioned as part of the Marvin Elevate product category. When I developed the creative brief and launch program for Integrity — working directly with then-VP of Marketing, Susan Marvin — the concern at the time was whether introducing a mid-range line could dilute the prestige of Marvin’s premium wood windows and doors. Our solution was to borrow the equity of the master brand, lending legitimacy, while building a distinctive identity. The name Integrity was chosen deliberately: a nod to “structural integrity,” a quality that continues to resonate strongly with architects, builders, and contractors.
Sales & Marketing
Support Materials
To ensure a successful introduction, my team prepared Marvin’s sales force with comprehensive training and launch materials. I wrote and produced a wide range of collateral, including a sales training presentation manual, installation manuals, a price book, a product brochure, a contractor handbook, pocket card (features & benefits), a training event invitation and mailer, advertising slicks, a direct-mail brochure and the Action Manual — a launch “playbook” consolidating all materials and strategies. These resources not only positioned Integrity as a trusted solution for builders but also reinforced Marvin’s reputation as a market leader in fiberglass-clad wood windows.
Advertising & Industry
Promotion
The launch was supported with targeted trade advertising, developed in partnership with Marvin’s agency and informed by collective input from the marketing team. This support helped build brand recognition and drive product demand across key industry segments, including residential remodelers, architects, and commercial builders.
Award-Winning Catalog &
Additional Work