EDWIN LESKIN
EDWIN LESKIN
EDWIN LESKIN
PORTFOLIO
MARKETING CONSULTANT
​CREATIVE INITIATIVE + SYSTEMS DESIGN =
STRATEGIC SUCCESS
My name's Edwin, and I love to tell stories. As a Marketing Consultant with 10 years of experience across B2C and B2B industries, I've had the opportunity to apply creative initiative and proper research with strong marketing systems to the success of firms large and small
Creative Initiative
Don't re-invent the wheel. Build an airplane. In my career I've helped brands tell their story in new ways, in the places that matter. How? Creative initiative means both trying new tactics, and evolving what works to continually address audiences.
Systems Design
Marketing never happens in a vacuum. Strong, flexible, evolving, trackable systems with metrics of success can make or break a quarter. I pride myself on bringing a holistic organizational view to storytelling - with impactful results.
Strategic Success
Going viral doesn't mean always sales, and just because one campaign activates a cohort, doesn't mean that it's the new monolith of a firm's marketing. Strategic Success means that all business goals are actualized across the channels that convert, with direct ROI and growth to show for it
BELOW YOU CAN SEE SNAPSHOTS OF MY WORK, ORGANIZED BY PROJECTS AND EXPERIENCES
SCIPHY SYSTEMS
SciPhy Systems specializes in designing, manufacturing, and collaborating on the development of extraction equipment and facilities, particularly those focused on phytochemicals in legal national and global cannabis markets as well as industrial and pharmaceutical solvent-based processing, and some materials processing such as mining. They also offer a range of services including analysis, consulting, installation, training, and project management, all aimed at helping businesses scale their operations and achieve industry leadership. As Marketing Director, I've grown the brand from its inception. Below are some core focuses for the brand.
SCIPHY SYSTEMS ADVERTISING
$2.01
AVG CPC
$100K+
10,000+
BUDGET
MQL
Utilizing high purchase intent advertising in PPC, Display, and Programmatic, driving huge growth in leads and brand awareness. SciPhy's advertising became a core lead generation tool, targeting the right customers with the right messages - All while consistently keeping CPC 33% lower than industry standard.
SCIPHY SYSTEMS THOUGHT LEADERSHIP
Thought leadership became a critical marketing focus at SciPhy Systems, allowing our Directors and CEO to prove their innovation in notable, public moments. This provides visible and verifiable lift to the brand. I architected and led this strategy by creating relationships with leading organizations and events to land speaking engagements, thought pieces & magazine covers, as well as generating targeted video content and articles to convert audiences and grow authority with existing audiences.
MAJOR SPEAKING ENGAGEMENTS
NATIONAL AND INTERNATIONAL
COVER STORY AND TOP 10 EXTRACTION COMPANY OF 2024 IN CANNABIS BUSINESS INSIGHTS
DOZENS OF LEADING THOUGHT PIECES IN MAJOR DIGITAL/PRINT PUBS
AS WELL AS VIDEO SERIES
SCIPHY SYSTEMS PRODUCT STRATEGY
Technical products have a unique path to growth. Taking complex features & differentiators and explaining them in easy-to-understand formats for customers and their organizations. SciPhy Systems needed to launch key products like the X-D200 and the HVH-50, and to do that, I leveraged customer personas, sales materials, landing pages, multi-channel content, SEO content, partnerships, and customer proof, alongside:
KEY COVERAGE OF LAUNCH
Landing important partnership distribution moments across traditional and contemporary channels. Included: social media collabs with notable customers and influencers, large press releases in the industry-leading publications, features in magazines, appearances on podcasts, and more
LAUNCH CREATIVE
Creative sales and marketing material allow both departments to quickly make an impact for customers. By feeding marketing channels with a variety of depth of content surrounding product launches, and the sales team with high-quality iterations of materials they need (and that they discover they need along the path to sales) I helped SciPhy Systems grow product lines from inception
LAUNCH APPEARANCES AT EVENTS
Bringing products to events can be an important component to product launches. They let customers see the brand and the tech in-person. But the impact goes beyond, events are critical marketing moments and milestones for brands, imparting a sense of confidence and continued proof for customers. For the X-SR200 SciPhy Systems brought the machine to the industries leading event, with multiple floor offers on the first model
OUTBOUND LAUNCH CAMPAIGNS
Proper research and data paired with excellent email execution has allowed me to drive massive outbound campaigns for product launches, both in content marketing and sales department outreach. Outbound strategies and list segmentation has been a huge driver of both near term and short term qaulity lead generation
SCIPHY SYSTEMS EVENTS
20+
CONFERENCES AND EXPERIENCES
10+
1,500+
SPEAKING ENGAGEMENTS
LEADS
Events are important marketing and sales tools for SciPhy Systems Marketing Strategy. As a long term Event Specialist (and former Producer) I've led SciPhy Systems to huge success in the event space without breaking the budget. From larger booths with large-scale equipment, to efficient smaller booth setups, I've architected a winning event strategy that includes deep relationships with the most important events in our niche, as well as curating speaking submissions for our Directors and our CEO, resulting in panel and keynote engagements at some of the most important events in our niche in the US, Canada, and Germany
SCIPHY SYSTEMS VIDEO, WEB, SOCIAL, PARTNERS, AND EMAIL
VIDEO
In addition to SciPhy's popular-in-niche podcast series and educational videos, I've continuously led part-time internal and external video teams to execute shoots of machines, clients, and special events
SOCIAL MEDIA
Social media is a challenge in SciPhy Systems industry, as brands seek to seize a fairly small group of national customers. I've created a content and outreach program that complements and improves our ability to reach customers. At a new position, more leeway to be creative in social media is a personal goal
WEB DEVELOPMENT
Architecting SciPhy's digital presence, I've built our well-indexed, customer-converting WordPress site and constantly iterated graphical elements supporting it's digital footprint
PARTNERSHIPS
Partnerships and collaborations are a cornerstone of strong technical marketing in B2B, B2C, and non-profit sectors. At SciPhy Systems I pioneered multiple critical marketing and sales partnerships with important organizations. These primarily centered around ancillairy technology partners that accompany SciPhy's equipment, leveraging each other's email lists, social media reach, and clientele to achieve broader impact. I also formed strong relationships with notable influencers in our space, as well as key groups, organizations, events, publications, consultants, and more.
EMAIL (INBOUND/OUTBOUND)
Email is a core component of SciPhy Systems ability to persuade customers to choose their products. Under my leadership, we've grown our list of long-term high quality sales prospects into the thousands. I've also aggregated hundreds of thousands of emails from free and paid data sources for outbound campaigns, which keeps our brand awareness spreading to decision-makers, and over time brings in more business. These tools are also leveraged for targeted research and outbound activities for sales teams
JB MEDIA GROUP LLC
JB Media Group, A Certified B Corp (Aquired in 2024 by Big Sea) was a multi-decade project of notable WNC entreprenuer Justin Belleme. Their official description is, "JB Media Group is a leading-edge agency based out of Asheville, NC that supports mission-driven companies, social enterprises, and nonprofits. We're passionate about helping you change the world."​ As the Social Media Advertising and Strategy Specialist, I got to help ensure the missions of dozens of organizations were able to reach national and international markets
JB MEDIA PROJECT EXAMPLES
SOCIAL CAPITAL MARKETS CONFERENCE needed to amplify its laudable work, being one of the Largest international socially conscious investment business conferences. Their targets? Trend in their market across the world, as well as a massive increase in audience engagement during the conference. My plan to bring together all their stakeholders, align those companies' marketing platforms, and set up easy distribution, was married with an intensive and varied on-the ground coverage program. The result was a massive push that put SOCAP in the minds of those that mattered, reached trending on Twitter in San Francisco, and helping continue to establish them as a critical leader in their space.
KRISER'S NATURAL PETS needed a market territory expansion and viability plan that was data driven, relied on cost-effect advertising, and that complemented its unique spoke- and-wheel social media platform setup (with all stores having their own channels). A research project was conducted using their internal data and hard analytics from targeting platforms, determining the best locations for expansion and the most effective approaches to target their market there. Then, a nationwide yet localized social media advertising and Google Ads retargeting campaign was strategized and templated. Internal operatives were trained in implementation.
OTHER WORK PROJECT SNAPSHOTS
GOLDEN BEETLE CREATIVE
PROJECT FOR: BENT CREEK INSTITUTE
Bent Creek Institute needed a new website and some supporting brand development. Under my (and my wife's) consultancy Golden Beetle Creative, I took them through a creative discovery process, resulting in a beautiful updated WordPress website that will continue to achieve their organizational goals
GOWORX
PROJECT: BEHIND THE LENS
In addition to its international influencer and referall campaigns and giveaways, GoWorx needed a new more impactful video series. I collaborated with affiliates to create content that promoted the brand's GoPro equipment to people who wanted to live like the adventure videographers they appreciate
TALENT JAM ASHEVILLE
EVENT COORDINATION & MARKETING
Talent Jam let businesses and fresh tech talent connect, I used my event production and marketing acumen to help launch and grow the event
GRATIFLY MUSIC AND ARTS FESTIVAL​​
EXECUTIVE PRODUCER
In Gratifly was my brainchild and first business. A 3k+ person event with 25k+ fans and a huge impact to on its local arts community in the Southeast
