THINK WOOD
BUILDING PRODUCTS / MASS TIMBER
Repositioning a national industry campaign to move architects and developers toward specifying wood.
The Softwood Lumber Board's Think Wood campaign had a clear goal: increase architects' and developers' intent to specify lumber products — but its marketing wasn't earning their trust.
Partnering with SLB's VP of Marketing on strategy and budget allocation, I led a brand, editorial, and demand generation overhaul of the $2.8M campaign that repositioned Think Wood from a commodity marketer to trusted technical resource.
Each campaign element was designed around how specifiers evaluate emerging products, and designed to move them from interest to built projects.
ROLE Campaign Manager —> Editorial and Creative Director (2020-22)
LEADERSHIP SCOPE $2.8M campaign • Strategy and budget planning • Brand, editorial, and creative direction • Demand generation and marketing automation • Agency, contractor, and partner management
EXPLORE THE WORK
From commodity marketing to market influence.
600%+
Year-over-year increase in sales qualified leads (2021)
1.86M
Square feet of new wood building projects generated through lead nurture (2020)
4.5X
Growth in marketing qualified leads in under two years (2020-22)
"I really like Think Wood for both graphic quality and content. It's been a great resource for me."
Principal and Design Leader, DLR Group
01 / BRAND TRANSFORMATION
Repositioning Think Wood from commodity marketer to credible industry resource.
A new identity and brand system designed to earn relevance with architects and developers.
02 / MASS TIMBER DESIGN MANUAL
Transforming technical education into the campaign's highest-performing content asset.
Drawing on WoodWorks' technical resources, I conceived and led the publication of a multivolume, 100+ page book combining technical guidance, project case studies, and expert Q&As. The Mass Timber Design Manual quickly became the campaign's #1 downloaded resource and leading driver of project support requests — it continues to be actively promoted five years later.
03 / DEMAND GENERATION AND LEAD NURTURE
Converting audience interest into buildings designed with wood.
I led a full-funnel marketing strategy to move specifiers from first download to project conversion. I oversaw an 80,000-contact HubSpot nurture program, using audience surveys to build interest-based email series and handing qualified leads to WoodWorks engineers for project support. Continuous paid media optimization delivered 3X more gated resource downloads per paid social dollar.
04 / TECHNICAL EDUCATION AND THOUGHT LEADERSHIP
Reducing barriers to specification through trusted industry voices.
I developed the Think Wood Speakers Bureau, a network of architects, engineers, and developers ready to represent wood construction with media partners. Working with editors at Architectural Record, The Architect's Newspaper, and ArchDaily, I shaped webinar themes and recruited panelists from our network to address performance, fire safety, sustainability, and perceived risk. These expert-panel webinars generated 9x more new contacts than other media partnership activations. Audience research that I led kept CEUs and editorial content focused on the barriers specifiers faced.
05 / DIGITAL EXPERIENCE
Creating an integrated digital destination for inspiration, education, and deeper audience engagement.
A redesigned content ecosystem connected audience needs to deeper engagement and lead capture. After its 2020 relaunch, organic sessions rose 89% year-over-year and average time on site rose 56%.
A market moving towards wood.
Specification decisions take years. The campaign was built to shift intent to specify, and the market has since moved in that direction.
THE LONG GAME
+4X
Growth in U.S. mass timber projects built or in progress. (2019–2026, WoodWorks)
Of highly engaged Think Wood users reported increased likelihood of specifying wood after engaging with the campaign's content. (2025)
72%
PROJECT CREDITS
Strategy, Editorial and Creative Leadership — Nicolette Stosur-Bassett
Visual Identity, Brand Voice, Web Design — Bunk
Graphic Design — Bunk, Relic Studio, Studio Cala
Lead Nurture — Giant
Digital Marketing — 7RPM
←PREVIOUS
Habitable
ALL WORK
NEXT —>
PSwrx