Develop and manage Sound Agriculture’s annual suite of printed sales collateral, transforming complex product science into clear, credible, and visually refined materials that drive sales performance.
I led the full lifecycle of Sound’s sales collateral, from strategy and content development through design, review, and print production, ensuring each piece met the highest standards of accuracy, consistency, and impact.
Goal
Equip the sales team with compelling, scientifically accurate materials that clearly communicate product value and support customer confidence at every stage of the buying process.
Approach
Collaborate across marketing, product, and sales to define seasonal needs, refine key messaging, and maintain brand consistency. Oversee writers, designers, and print vendors to produce polished collateral on time and in alignment with business objectives.
Process
I developed annual content and design plans, coordinated updates with internal teams, managed multiple creative contributors, and worked directly with printers on proofing, color correction, and production timelines to ensure professional, high-quality output each season.
The collateral
The eight paged saddle stitched Sound brochure was the primary sales document for the team and required a high degree of coordination between multiple teams to produce in time each year.
The Dealer Handbook was a 24-paged spiral bound notebook containing all the relevant information for our retailers to successfully sell Sound products. It was updated and refreshed every year.
Brochures and flyers needed to be translated and culturally adapted to different regions, including Brazil and Argentina, which used different data and selling points.
The Sound Results Handbook showcased all of our data from the proceeding year from all of our products and crops. It was an 80-paged document that synthesized and clearly presented data from thousands of fields across the country, representing an enormous cross functional effort between teams.
Fact sheets for every region were developed on an annual basis to showcase the relevant crops, products, and performance data for each region.
