Haystack Technologies
Two years of strategic marketing work across product development, positioning, and go-to-market strategy within the building materials industry.
The Problem
The building materials industry has always relied on physical samples, but has almost no visibility into how they actually move, where they end up, or what impact they have.
That blind spot creates inefficiencies across inventory, decision-making, and ultimately revenue.
The Work
Led strategic marketing across evolving product directions, from early digital human concepts to the development of Orbit, an inventory tracking technology that includes an in-store app and CRM with analytics on sample movement.
The Approach
Translated complex technical systems into clear positioning, messaging, and sales narratives. Worked closely with leadership to refine product direction and define market opportunity.
The Outcome
Helped position Orbit as a new category of sample intelligence, shifting industry perception from physical inventory to measurable data and growth opportunity.