Background:
Ecovadis, a B2B supply chain intelligence SaaS platform and purpose-driven company committed to guiding all companies toward a more sustainable world, had established a strong reputation in the niche of procurement and sustainability professionals at large enterprises. However, when I joined as the first Global Brand Marketing Director, the company’s messaging focused primarily on environmental and social impact, undeniably important, but not always aligned with the business-first mindset of the broader buyer ecosystem and vulnerable to market pressures in a turbulent political environment.  Additionally, awareness among decision makers at millions of SMBs (potential customers for assessments) was limited to non-existent. 

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Activities:
To scale growth and deepen impact, we needed to (1) expand brand awareness and build trust with key decision-makers across finance, operations, sales, IT, and the C-suite, and (2) significantly increase supplier participation in sustainability assessments.  Often the first touchpoint suppliers had with Ecovadis was when a customer invited them to take an assessment, which also required them to pay, creating a friction point in the onboarding journey at a stage when they didn't yet understand the benefit to their business.

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I led a full brand transformation initiative that began with commissioning a research study to establish baseline awareness and perceptions in target industries and to identify buyer personas and their core motivations. I ran a competitive pitch process to select an agency to develop a new brand platform, resulting in the “+Ability” campaign. This campaign reframed sustainability as a business driver, positioning it not as a compliance cost, but as a source of growth, adaptability, and resilience.

Key messaging pillars included "Detect+ability," "Scale+ability," "Profit+ability," and more, communicating the value EcoVadis brings to businesses. I led message training sessions for the marketing, sales, customer success, HR and internal communications teams and oversaw the rollout of updated messaging guidelines across all touchpoints, including customer advocacy content, integrated digital campaigns, events, webinars, and go-to-market materials, ensuring consistency across global and regional efforts.

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Result:
Within six months, the “+Ability” campaign drove a 25% increase in brand awareness, a 33% increase in new website visitors, 20% increase in MQLs, #1 ranking in GenAI search queries and a 42% increase in voluntary, paid supplier assessments, critical KPIs for both revenue growth and progress toward our corporate mission.