Building a Multi-Channel Digital Marketing Ecosystem for a B2B/B2C Brand
Full-Stack Design
Digital Marketing
Content Production
I led design and digital marketing for Bahco Perú, a premium tools brand, working end-to-end across channels: website design and management, social media content, email marketing campaigns, educational video production, and print materials including brochures and catalogs.
The work required balancing strict global brand guidelines with locally relevant content, while serving both B2B distributors and B2C end users. The result was a connected digital system that generated 850 quotation requests, 1,220 email subscribers, and onboarded 160 hardware stores — turning design into a measurable business driver.
Role
Full-Stack Designer (Contract)
Collaboration
Marketing Manager, sales and internal technical specialists.
Scope
Website, social media, email marketing, content production, print materials, campaign assets
Tools
Photoshop, Illustrator, InDesign, WordPress, HubSpot, Premiere
Industry
Industrial Tools / B2B & B2C Distribution
Context
From minimal presence to a structured digital system
Bahco Perú operated as the exclusive distributor of a premium international tools brand, serving both a B2B network of hardware retailers and a growing B2C audience.
When I joined, the company had a very limited digital presence, with basic execution across web and social media and no clear system to support marketing, education, or sales.
The objective was to build a digital foundation that could increase visibility, educate customers, and generate real business opportunities.
Website Design
Challenge
Aligning brand, audience, and business goals in a fragmented environment
The project required building a coherent digital marketing system from the ground up while balancing multiple variables:
A dual audience (B2B and B2C) with different needs
Strict alignment with global brand guidelines
The need for locally relevant content
Lack of internal structure, tools, and processes
At the same time, digital efforts needed to connect directly with sales, not just visibility.
Approach
Designing a system, not just assets
Rather than approaching the work as isolated deliverables, I structured it as a connected ecosystem where each channel played a role:
The website as a central hub
Content as a bridge between education and marketing
Digital channels as entry points for lead generation
Offline sales as the final conversion layer
This required balancing global brand consistency with local relevance, while addressing both B2B and B2C audiences.
Execution
Building the platform, content, and operations
Website — Conversion and education platform
I designed and implemented the website using WordPress and HubSpot, turning it into the core of the digital strategy.
It included educational content, a distributor map, and structured contact and quotation flows, becoming the main entry point for both discovery and conversion.
Content — Turning expertise into communication
I led the production of educational content by directing photography and video, translating technical knowledge into accessible materials for professionals and end users.
This repositioned the brand as a source of expertise, not just a distributor.
Campaigns — Consistent multi-channel presence
I developed a content system across social media and email marketing, aligned with global brand guidelines but adapted to the local market.
In parallel, I designed brochures, catalogs, and in-store materials, extending the system into physical touchpoints.
Team — Scaling production capacity
I hired and mentored an in-house designer, establishing a hybrid workflow that enabled ongoing production and consistency.
Outcome
From digital presence to measurable business impact
The ecosystem translated into tangible results:
1,220 email subscribers acquired through the website
850 quotation requests generated via digital channels
160 hardware stores onboarded into the distributor network
These leads were integrated into the sales process, where the commercial team converted them into confirmed sales.
In parallel, the brand achieved sustained growth in social media visibility, strengthening its presence in the local market.
Impact
Establishing a foundation for continued growth
By the end of the engagement, the company had moved from fragmented digital efforts to a structured and scalable marketing system.
The platform, processes, and content approach continued to be used and expanded by subsequent teams, becoming the foundation of their ongoing digital strategy.