ABOUT THE COMPANY

Carolina Cat is the authorized Caterpillar dealer for North and South Carolina, serving construction, power systems, rental, and industrial customers across the region. More than an equipment provider, Carolina Cat represents a culture of pride, reliability, and long-term partnership rooted in the Caterpillar legacy. The brand carries deep meaning for the operators, technicians, and businesses who rely on Cat equipment daily—signaling durability, trust, and hard-earned respect. Carolina Cat’s mission is to support the people who build, power, and maintain critical infrastructure, combining world-class machinery with service, expertise, and a strong sense of community belonging.

At Carolina Cat, I worked across brand, UX, personalization, and creative direction, helping evolve a legacy industrial brand into modern, human-centered digital and visual experiences. I served as Creative Director for video and photography initiatives, directing and producing everything from brand and campaign content to executive and employee headshots, internal communications, and marketing assets. I led concept development, art direction, on-set direction, and hands-on shooting to ensure visual storytelling aligned with the rugged, trustworthy Cat identity.

In parallel, I designed and supported web and marketing experiences that balanced Caterpillar’s no-nonsense aesthetic with clarity, usability, and performance. I implemented Salesforce Marketing Cloud Personalization to tailor website experiences for distinct customer personas—such as equipment buyers, operators, rental customers, and service-focused users—ensuring content, messaging, and journeys reflected real user intent. This work strengthened relevance across digital touchpoints, reinforced brand pride and loyalty, and helped translate Carolina Cat’s field-earned credibility into cohesive, high-impact digital experiences.