MasterCraft

MasterCraft.com Website & Boat Configurator

As part of MasterCraft’s digital transformation, I led the relaunch of MasterCraft.com and introduced an all-new interactive boat configurator (designmy.mastercraft.com). This platform redefined the customer journey with CGI-based 3D models, six dynamic viewing angles, and hyper-realistic imagery that showcased every model, trim, and option. The result was an elevated, immersive user experience that inspired deeper engagement, increased customization selections, and generated additional revenue through premium feature upgrades.

Brand & Brand Messaging

I built a marketing team from the ground up, establishing long-term agency partnerships and contracts that replaced ad-hoc support models. This shift created greater efficiency, consistency, and camaraderie across internal and external teams — strengthening collaboration, elevating creative output, and reinforcing MasterCraft’s position as a premium, performance-driven brand.

MasterCraft — “We Can’t Wait to Make Memories With You This Summer” Campaign

During the height of the pandemic, we created and launched MasterCraft’s “We Can’t Wait to Make Memories With You This Summer” campaign, designed to reignite optimism and emotional connection with consumers at a time when in-person experiences were limited. The video served as a unifying message across digital and dealer channels — celebrating the joy of togetherness, open water, and shared moments that define the MasterCraft lifestyle. By blending real-owner storytelling with cinematic brand footage, the campaign reinforced MasterCraft’s position as a trusted companion in uncertain times, sustaining engagement and brand equity throughout a disrupted season.

Product Content Strategy & Execution

Under my leadership, MasterCraft’s product content evolved into a performance-driven storytelling engine that showcased innovation through CGI-enhanced visuals, immersive copy, and feature-rich model pages. This approach connected technical craftsmanship with lifestyle aspiration, delivering a unified brand experience across digital and dealer channels and resulting in increased engagement and higher-quality leads.