Case Studies

 

 

 

 

 

 

 

 

 

Fractional Chief Marketing Officer & Strategic Growth Partner

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For nearly 15 years, I served as Bluefin Bay Family of Resorts' fractional Chief Marketing Officer, providing executive-level marketing leadership that helped strengthen the brand, drive business growth, and position the resort family as a premier North Shore destination.

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The Challenge

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Bluefin Bay Family of Resorts needed more than marketing support—it needed a strategic partner to guide its long-term brand and business growth. As the organization expanded to include additional resorts, restaurants, and a destination spa, leadership sought a cohesive brand strategy and ongoing marketing leadership to strengthen its competitive position.

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The Strategic Partnership

Beginning in 2008, I partnered with Bluefin Bay Family of Resorts as its contract Fractional Chief Marketing Officer. Over nearly 15 years, we revitalized the Bluefin Bay brand, developed distinct brands for Surfside on Lake Superior, Temperance Landing, and Waves of Superior Spa, and created a cohesive Bluefin Bay Family of Resorts brand architecture. Together, we developed long-term marketing strategies, launched new websites and digital campaigns, directed photography and videography, created and executed advertising campaigns, and guided the organization through significant growth, ownership transition, and the unprecedented challenges of the COVID-19 pandemic.

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Impact

• Served as strategic marketing partner for 15 years

• Developed and unified the Bluefin Bay Family of Resorts brand

• Helped strengthen customer loyalty and long-term business growth

• Guided communications during the COVID-19 pandemic

• Successfully transitioned marketing leadership to an internal team
   

Services Provided

Fractional Chief Marketing Officer • Brand Strategy • Marketing Strategy • Website Strategy • Digital Marketing • Advertising • Photography & Video Direction • Executive Coaching