01 - About the Company
A global leader in thermal management, Grayson designs and manufactures heating, cooling, and HVAC systems for electric, hybrid, and diesel vehicles across sectors such as public transport, rail, off-highway, and energy storage.
02 — About My Role
As Group Marketing Manager, I lead all marketing activity across Europe and North America, with a focus on brand growth, lead generation, and market entry. I manage a small, high-performing team and agency partners to deliver campaigns, content, and events. I introduced an ABM-led strategy powered by new technologies, including HubSpot, ZoomInfo, and paid media, to successfully target and convert high-value OEM accounts in new sectors and regions.
03 — Examples of Work
3.1. Brand and Identity
Grayson Brand Anthem
As part of Grayson’s global rebrand, I led the creation of this brand anthem video — a powerful and emotive piece designed to introduce who Grayson is and what the brand stands for.
The video was crafted to resonate with a diverse audience, including OEM customers, suppliers, and employees, uniting them behind a shared purpose. It played a central role in aligning internal culture with external perception, reinforcing the company's values and vision, and setting the tone for all future communications.
Organic Social Media
I managed the roll out of a wide range of social media assets to introduce Grayson’s new identity across our LinkedIn audience. This organic campaign featured a mix of static visuals, animations, and carousels, and was designed to build awareness, reinforce key messages, and create a cohesive visual experience that reflected the strength and clarity of the new brand.
Brand Guidelines
To support the global rebrand, I developed a comprehensive set of brand guidelines to ensure consistency across the Grayson group and our international distributor network.
The guidelines provide clear direction on visual identity, tone of voice, and brand application, helping to align all communications and strengthen brand recognition worldwide.
Iconography
Led the development of a new suite of product, sector, and benefit iconography to support clearer, more accessible visual communication across global markets.
Designed to be instantly recognisable and language-independent, the icons help simplify complex information and enhance brand consistency across all channels.
Print Advertising
As part of an always-on brand strategy, I developed a series of print adverts for targeted trade publications across key markets to build consistent visibility.
These brand-led placements were designed to position Grayson as a premium, market-leading partner, reinforcing perception and improving recall alongside performance-focused product campaigns.
Brand - Paid Social
Led the creation and deployment of targeted LinkedIn ad campaigns to support both brand awareness and ABM efforts.
Using segmented contact lists built from HubSpot CRM and enriched via our sales intelligence platform (ZoomInfo), we delivered retargeting ads to existing contacts and served tailored messaging to key decision-makers at priority OEM accounts.
This always-on, audience-specific approach helped keep Grayson top of mind and supported deeper engagement throughout the buyer journey.
Photography Visual Style
3.2. Product Marketing
Product Launch Campaign
Led the go-to-market launch of Grayson’s RM-series CTMS through a fully integrated, multi-channel campaign spanning key international markets.
The campaign combined product literature, a CGI launch video, sales enablement tools, print and display advertising, PR, and targeted organic and paid social to drive awareness, generate leads, support sales activity, and position the RM-series as a leading thermal management solution for OEMs.
Print Advertising
Targeted print advertising in key trade publications, featuring QR codes with custom UTM links to enable campaign attribution and performance tracking.
Sales Enablement - Product Deck
Developed a clean, modern product deck to support the sales team at the consideration stage of the funnel. Designed for credibility and clarity, the deck helped communicate complex technical features in a buyer-friendly format, while reinforcing brand positioning.
Organic Social Media
Suite of organic social assets was created to showcase product benefits, features and system functionality. Using a mix of video, carousel formats, galleries and static imagery, the content expanded reach, drove engagement, and supported the wider multi‑channel RM‑series launch narrative.
Banner Advertising
Banner advertising across high‑impact industry websites and newsletters helped maximise reach and impressions among targeted engineering and procurement audiences. This channel acted as a supporting touchpoint, reinforcing campaign messages and increasing the effectiveness of other paid and organic activity.
PR and Media Coverage
Secured extensive coverage across key trade publications, using targeted storytelling to increase visibility of the RM‑series launch among engineering and OEM audiences. This boosted credibility, reinforced core campaign messaging, and supported wider demand‑generation efforts.
3.3. Content Marketing
SEO & Funnel-Driven Content Strategy
Developed and launched the 'Grayson Thermal Academy': A technical, educational content series designed to showcase our expertise and support engineers throughout their research journey.
Structured across the full sales funnel (ToFu, MoFu, BoFu), the articles provide actionable insights on thermal management topics, helping to build trust, generate demand, and improve Grayson’s search visibility across both traditional SEO and emerging AI-driven search platforms.
Case Studies
Developed a series of case studies to demonstrate Grayson’s ability to solve complex thermal challenges for OEMs across key sectors.
Each case study showcases our collaborative, problem-solving approach and serves as a proof point to prospects in similar markets. These stories support the sales process, strengthen brand credibility, and provide SEO-rich content that drives organic discovery.
3.4. Trade Shows and Exhibitions
Busworld Europe 2025
I led the end-to-end delivery of Grayson’s presence at Busworld Brussels, including stand design, content strategy, and on-site execution. The stand served as a central platform for product launches, brand storytelling, and ABM-driven engagement with key OEM targets.
Discover My Resume
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