Nationwide multi-channel sales campaign — Chairman’s Award, Commerce Bank

Business Challenge

Commerce Bank’s B2B Commercial Card division needed a scalable way to convert cold leads efficiently nationwide.

I was part of a small agile team dedicated to building their first multi-channel sales campaigns — but no messaging framework existed to keep creative consistent and conversion-focused across channels. I contributed to building the underlying campaign framework itself, then owned the messaging and creative strategy layer: translating the framework’s structure into the actual language, positioning, and calls-to-action that would move a prospect from first touch to conversion.

Strategic Approach

Designed the messaging and conversion strategy deployed across every channel in the campaign — developing consistent narratives and value propositions that could flex across formats while staying on-brand and compliant for a regulated financial audience.

Built the creative direction to be modular, so messaging could be tailored to segment or channel without breaking the framework’s underlying structure. This is the layer that made the framework usable at scale: the architecture provided the system, the messaging made it convert.

Outcomes

$3M+ in new revenue generated; earned a Chairman’s Award; framework remains in use today, years after launch.