Initially as an outside consultant, then as the lead of a Communications Strategy agency team, I worked with VOXX International (NASDAQ:VOXX) during a period of radical change. The consumer electronics manufacturer produces products under a family of acquired and entrepreneurial brands, including RCA, Klipsch, Acoustic Research, Jensen and Audiovox. Executive leadership aligned the marketing department to be more consumer-centric and digital-savvy in the face of falling distribution by big box retailers and proliferation of eCommerce.
Each brand was analyzed separately and integrated strategy was formulated to suit each of the vastly different markets the company operates in. Since then, through our partnership with the brand, consumer-facing efforts have taken off. Social media presences are allowing the company to better provide customer service and launch new products; digital outreach at tradeshows is better than ever; and a new corporate website with a chattering social panel is showing value to its stockholders.
Under my leadership, the body of work with VOXX International grew significantly beyond consultative services, ranging from digital initiatives to competitive product analysis to renaming the entire publicly traded company (from Audiovox Corporation to VOXX International).