Sea Ray — Global Brand Reinvention & Digital Transformation
Overview
As part of Brunswick Boat Group, I led the revitalization of one of the most recognized luxury marine brands in the world — Sea Ray. My focus was to modernize the customer experience, strengthen dealer engagement, and elevate the brand’s emotional connection through storytelling, technology, and design. Across five years, my team launched 34 new products, rebuilt digital platforms, and delivered award-winning campaigns that redefined the premium boating experience.
Product Launches
Launched 34 new models in three years, spanning sport boats, cruisers, and yachts. Each launch integrated research insights, creative campaigns, and dealer activation — driving market share gains and incremental revenue.
Featured launches included:
- Sea Ray L550 Fly — luxury flagship introduction blending performance and design.
- SLX 400 OB — breakthrough “Boat of the Year” model redefining the premium outboard category.
- Sundancer 320 & SLX-W 230 — showcased innovation through hybrid design and multi-use functionality.
- 260 Sundancer — modernized a heritage product for new generations of boaters.
Website Launches
New SeaRay.com Launch
Directed the full redesign and relaunch of SeaRay.com, creating a unified global web presence aligned with new brand positioning and model architecture. The new platform simplified product discovery, improved mobile responsiveness, and integrated CRM automation through Salesforce and Pardot — enabling data-backed lead conversion and sales visibility for the first time.
Sea Ray Build a Boat Configurator
Led the launch of Sea Ray’s interactive “Build a Boat” configurator, transforming how consumers explore and customize products online. The tool introduced CGI renderings, multiple views, and live option previews, delivering an elevated, hands-on buying experience that drove measurable lift in dealer-qualified leads and digital engagement.
BRAND
Sea Ray L-Class — Luxury Yacht Series
Supported the launch of the Sea Ray L-Class campaign to position the brand at the pinnacle of on-water luxury. From cinematic storytelling to refined creative design, this series showcased craftsmanship, innovation, and the aspirational lifestyle of modern yacht ownership.
Enriching Lives, One Sea Ray at a Time
Produced a global brand anthem video capturing Sea Ray’s human-centered purpose — connection, craftsmanship, and community. The message anchored subsequent campaigns, reinforcing Sea Ray’s emotional relevance across digital, dealer, and experiential channels.
This is Sea Ray — The Story
Partnered with design, product, and dealer teams to craft a brand-wide relaunch campaign that introduced refreshed models across the entire portfolio. The film served as a teaser for new model year introductions and was used globally for consumer and dealer activation.
Sea Ray L-Class Coastal Tour
Our team in collaboration with Interluxe launched the development of the L-Class Coastal Tour series, blending cinematic storytelling and product immersion to capture the elegance and performance of the new yacht lineup in real-world conditions.
Product Launches – Storytelling
Marine-Product Portfolio Videos
Model Year 2017 Preview
Produced a high-impact model year reveal video that captured the excitement of Sea Ray’s expanding lineup, used across global dealer meetings and consumer campaigns.
Product Awards
Sea Ray SLX 400 — “Boat of the Year”
Led campaign creative and media strategy for the SLX 400, which was named Boating Magazine’s “Boat of the Year”. The award reinforced Sea Ray’s leadership in innovation, craftsmanship, and on-water performance.
Marine – Product Walkthroughs
Marine Product Walkthroughs
Developed and directed in-depth product walkthrough videos to support hybrid sales and dealer training. These tutorials — including the L550 Fly and Sundancer 320 Outboard — blended storytelling with technical education, empowering dealers to demonstrate product value more effectively and shortening the path to purchase.
Marine Product Launch Teasers
Ride the Wave | SLX-W 230 Teaser
Created a series of cinematic teaser campaigns to generate anticipation for upcoming product launches. These short films introduced a new creative tone for the brand — energetic, confident, and modern — while integrating seamlessly across digital, showroom, and event experiences.
Marine Products
Events
Sea Ray Yacht Expo 2016 | Sea Ray Summerfest 2019
Directed large-scale experiential activations and consumer events that combined lifestyle marketing with lead capture. These programs served as anchor touchpoints for brand immersion, driving measurable post-event pipeline growth through integrated CRM follow-up and dealer coordination.
Content Development- Behind the Scenes
Behind the Scenes of a Sea Ray Photoshoot
Produced a behind-the-scenes content series that showcased Sea Ray’s creative process — from set to sea. This initiative strengthened authenticity, deepened consumer connection, and provided evergreen content for brand storytelling across owned and earned channels.
Sea Ray Life – Owners Community
Cultivated the Sea Ray Life community to celebrate brand loyalty, adventure, and connection among owners worldwide. This engagement initiative grew organically into a digital and event-based ecosystem that continues to drive repeat purchase intent and long-term brand advocacy.
Natalie Chldress 