Client: ProMach

Role: Marketing Content Specialist: content strategist, copywriter, email and social lead, conversation designer

Project: ProMach is a global family of 60 processing and packaging brands, from fillers and cappers to labelers, robotics and palletizers. Most buyers know one brand, not the portfolio. For PACK EXPO International 2026 in Chicago, my job was to tell one story across all of them, "Built to Run as One," and turn a 4-day trade show into a full-funnel campaign: pre-show email, web, social, paid, print, booth and a post-show follow-up.

I joined in June. The show opened in October.

Details: 10+ segmented email campaigns for 7 vertical markets · 100K+ emails delivered · nearly 8,000 microsite sessions · UTM tracking across every channel · an interactive kiosk with 49 host videos · 28 Presentation Stage sessions

The challenge

After ten years writing for one of the largest grocery retailers in the U.S., I moved to the other end of the shelf: the machines that fill, cap, label and pack what ends up in the cart.

The content problem was familiar, even if the audience wasn't. ProMach had nearly 60 brands, each telling its own story. Engineers and plant leaders walking a show floor with 2,600 exhibitors had no reason to see them as one partner. And the corporate team needed to show that its marketing moved the needle, not just filled a booth.

What I built

One story. I helped shape "Built to Run as One" and the Partnership Continuum behind it: one brand promise, four pillars and a six-stage customer lifecycle. I then carried that language into the microsite, display and sponsorship ads, a magazine cover ad, booth signage, a video wall and a press kit the brand teams could reuse.

Follow the Line. Buyers don't shop by brand. They shop by what they make. So we built the booth experience around seven markets, each with its own icon on the machines built for it: pet care, pharma, protein, liquid foods, ready-to-drink, wine and spirits, and contract packaging. I wrote the campaign copy across market-specific emails, shelf signs, QR codes and email signatures.

The InLine Kiosk. This is where my conversation design work came in. I wrote the dialogue and logic for an interactive kiosk that asks visitors about their line and matches them to the right equipment and experts. It covers 49 host videos and 39 brand profiles, refined through rounds of review with engineers and the build agency.

A real email program. I planned and wrote 10+ pre-show email campaigns in Salesforce Marketing Cloud Account Engagement (Pardot), segmented by market, buying history and show-planner activity. Then I designed a three-email post-show sequence that hands sales a ranked list of who's still engaged.

Everything else a launch needs. Blogs, the press release, the content calendar, daily show social, the speaker schedule for 28 Presentation Stage sessions, and UTM tracking on every link, so every click and QR scan could be traced to what drove it.

Results (Aug–Oct 2026, rounded)

• 100K+ pre-show emails delivered across 10 campaigns. The Save the Date reached a 23% open rate and 3% click-through.
• Nearly 8,000 microsite sessions in under three months.
• Show-week LinkedIn videos ran at 12% engagement, more than double the baseline.
• 2,000+ new LinkedIn followers in 90 days, up 10% on the prior period, while nearly doubling post cadence and holding engagement above 5%.
• Instagram follows rose from single digits to 70+ in the same window.

What I learned

B2B buyers are still people reading on a phone between meetings. The same rules I used at Kroger held up: lead with what the reader makes or needs, keep one idea per message, and make the next step obvious. What changed was the depth. A pet food engineer will read three paragraphs about a filler if the details are right, and getting them right meant sitting with the engineers who build it.