Leading Huliot Storage’s Marketing Transformation
A full marketing and branding transformation for a leading storage solutions company — from brand strategy and visual identity to digital, print, and sales enablement materials.
About The Project
When I joined Huliot Storage in May 2022, the company’s digital presence was severely outdated. The website appeared to have been untouched since 2005, with an unskillful design, a poor mobile experience, and some irrelevant or inaccurate product information.
There were no marketing records available when I arrived – no data on lead generation, conversion rates, or sales performance from digital channels. I quickly realized that most of the company’s focus was on selling off-the-shelf products, missing out on its true strength: providing premium, tailor-made storage solutions for each client.
There were no marketing records available when I arrived – no data on lead generation, conversion rates, or sales performance from digital channels. I quickly realized that most of the company’s focus was on selling off-the-shelf products, missing out on its true strength: providing premium, tailor-made storage solutions for each client.
I defined my mission: to reposition the company as a premium provider of customized solutions, both through the marketing strategy and the digital touchpoints.
I rebuilt the entire product catalog and began producing professional photos and testimonial videos on my own, after securing basic equipment to keep the budget lean. I introduced WhatsApp sales kits, newsletters, and personalized content for sales representatives – tools that didn’t exist previously.
I developed a new interactive catalog experience and redesigned the company’s website to showcase custom projects, client testimonials, and a streamlined user journey focused on building trust from the very first click.
Following a leadership change, I refined the strategy to allocate 70% of the marketing budget toward promoting custom projects, shifting away from the outdated focus on off-the-shelf products. I also introduced automated sales reminders to both sales reps and customers, helping to reduce lost leads and significantly improving the internal sales process.
These efforts led to a measurable improvement: within 18 months, lead-to-sale conversion rates increased from approximately 10% to 15% – a 50% growth – despite decreasing marketing budgets year over year and significant business challenges.
Even while working remotely from the U.S. in 2024–2025, I continued to support Huliot Storage with strategic content, process automation, sales coaching, and inventory clearance campaigns, successfully helping the company reduce excess stock by approximately 50%.
Throughout this project, I was given full creative freedom – something I deeply appreciated both under the previous and current CEOs – even when budgets were tight.
I would also like to express my genuine appreciation for Huliot’s sales team, who continued to push forward and deliver results even during the most challenging times in Israel, as well as to the company’s leadership for guiding the business through these difficult circumstances with resilience and determination.
Upgrading the visibility of the catalog
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