Client: Pro-Craft Construction
Website: www.procraftci.com
Role: Vice President, Business Development & Marketing
Duration: 2017–2023
Brand Transformation
Challenge: Pro-Craft had an established reputation in plumbing and mechanical contracting but lacked a cohesive brand identity to match its evolving capabilities and ambitions.
Actions Taken:
Led a full rebrand: new logo, visual identity, tagline, and messaging
Designed and launched a modern, mobile-optimized website
Created updated resumes, company merchandise, and tradeshow displays
Standardized proposal and marketing materials for consistency across teams
Built and managed multi-channel social media presence from the ground up
Results:
Elevated brand recognition among general contractors and public agencies
Improved proposal win rates due to polished collateral and stronger messaging
Consistent look and feel across internal and external communications
Business Development & Revenue Growth
Challenge: Pro-Craft needed to diversify its client base, grow strategic partnerships, and scale revenue while maintaining quality and reputation in public works.
Actions Taken:
Built and nurtured long-term relationships with GCs, public agencies, and developers
Implemented CRM tools and BD systems to streamline client outreach
Positioned the firm at key events, bid walks, and pre-construction meetings
Created customized pursuit materials for strategic targets
Results:
Grew company revenue from $18M to over $50M
Secured multi-year client relationships that led to repeat business
Significantly increased brand visibility and trust in target markets
Service Division Relaunch
Challenge: The Service Division lacked clear marketing direction and was underleveraged as a revenue stream.
Actions Taken:
Developed a fresh set of marketing tools including brochures, sales sheets, and branded vehicles
Produced client-specific outreach campaigns and case studies
Empowered the field team with proposal support and branded pitch decks
Results:
Service Division sales tripled within 3 years
Attracted new commercial clients and extended relationships with existing ones
Positioned service work as a core capability within the firm’s offering
Industry Engagement & Thought Leadership
Associations:
ABC SoCal (Associated Builders and Contractors)
AGC of California (Associated General Contractors)
DBIA (Design-Build Institute of America)
Actions Taken:
Represented Pro-Craft at networking events, conferences, and award submissions
Supported workforce development and diversity initiatives
Developed educational content and speaking opportunities to elevate brand presence
Results:
Strengthened reputation as a builder of choice among public agencies and GCs
Created cross-sector visibility that supported business development