Custom Cages started out selling goalie helmet decals to small, local hockey leagues in Vancouver. The Founder, Basil Ackermann, was swamped with the design and manufacturing aspects of the business. He needed someone to handle the business’s off-site digital presence. So, he hired me to build and maintain their social media accounts and expand upon their customer experience support channels.
Josh built and managed Custom Cages community engagement through Instagram and Facebook by leveraging user-generated content, handling daily interactions, and maintaining a consistent posting schedule. He negotiated partnerships with charities and events sponsored by the company. He also collaborated with magazines and influencers to expand brand awareness and boost sales. Every internal post regarding product launches or tutorials were photographed and recorded by Josh. He ran weekly paid campaigns on social media targeting current and potential customers to drive visibility and conversions, especially leading up to the holiday season each year.
He built a streamlined sales funnel using tailored responses the company’s support and social media channels, which lifted conversions, upsold products and significantly boosted revenue each year. With a b2b angle, he did outreach to small businesses and hockey organizations, negotiating partnerships and bulk orders to drive the company’s consistent quarterly growth even during the peak of the pandemic when most hockey events were delayed or cancelled.
At Custom Cages, Josh built the company’s SOPs, tailored responses, and support line by engaging with customers on a daily basis. Tracking the support metrics, he used them to understand and refine the user journey ensuring a smoother experience leading to each conversion. Custom Cages consistently maintained a high rating on every digital platform during his time there as he helped cultivate a positive culture behind the scenes, focusing on long-term customer value.
The company built relationships with charities and community organizations to support events aligned with the brand’s mission because of Josh. Each year, he led the annual helmet giveaway to kids who couldn’t afford new gear for the season. He was a major reason the company was reported by its customers to be a brand linked to the community, especially in comparison to Custom Cages’ competitors.
Josh took part in brainstorming and helping with the design process of the decals for each season with the team. He contributed to strategies the company took to make sure aspects of popular designs or trends among their target audience were considered when launching a new series of goalie hockey decals. Many of the decal sets he had a hand in became best-selling products among the stock designs in their product line, year-over-year, always showing in growth of the sales analytics.
If you’d like to talk about the work Josh did with Custom Cages or within other marketing projects on his CV, feel free to send him a message.
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