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Reco Equipment / Bobcat of Pittsburgh

Overview

Reco Equipment and Bobcat of Pittsburgh operate a multi-location heavy equipment dealer network representing globally recognized construction and equipment brands. With 19+ locations across multiple states, the organization supports equipment sales, rentals, service, parts, and workforce recruitment across diverse regional markets.

I led marketing and brand initiatives focused on building scalable systems that maintained consistency across locations while allowing for regional adaptability—ensuring alignment between corporate brand standards, local teams, and global manufacturing partners.

The Challenge

As the organization expanded across markets, maintaining brand consistency across 19+ locations became increasingly complex. Local teams required flexibility to address regional sales priorities, while leadership needed centralized standards that aligned with global equipment partners.

Key challenges included:

  • Preventing brand fragmentation across multiple branch locations
  • Supporting both B2B equipment sales and workforce recruitment efforts
  • Maintaining alignment with global manufacturer brand standards
  • Creating marketing systems that could scale efficiently across distributed teams
  • Ensuring clarity and cohesion across digital, social, print, and in-market materials

The Strategy

Establishing Scalable Brand Governance Across Distributed Markets

The approach centered on building a centralized brand framework that could be deployed consistently while allowing controlled local customization.

The strategy focused on:

  • Developing clear visual and messaging standards aligned with global brand partners
  • Creating repeatable campaign structures adaptable for local market needs
  • Implementing scalable templates for sales, rental, and recruitment initiatives
  • Supporting distributed teams with tools that maintained brand integrity
  • Aligning marketing strategy with operational and growth objectives

This structure enabled consistency at scale without sacrificing responsiveness in regional markets.

The Work

Multi-Location Brand Systems & Campaign Execution

  • Led marketing and creative strategy across a 19+ location dealer network
  • Developed centralized campaign frameworks for equipment sales, rentals, and recruitment
  • Created scalable marketing templates used across digital, print, and in-market assets
  • Supported recruitment branding initiatives addressing workforce needs in competitive markets
  • Ensured alignment with global equipment manufacturer brand standards
  • Collaborated with executive leadership and local branch teams to coordinate messaging and execution
  • Streamlined marketing processes to improve efficiency across distributed teams

The Outcome

  • Strengthened brand consistency across all branch locations
  • Improved clarity between corporate strategy and local execution
  • More efficient campaign deployment across distributed markets
  • Enhanced recruitment marketing alignment with company culture and operational needs
  • A scalable brand system supporting continued regional expansion

Why This Matters

This work demonstrates the ability to lead brand governance across a complex, multi-location B2B organization. It required balancing centralized strategy with regional flexibility, aligning with global brand partners, and building systems that support growth without sacrificing consistency—an essential capability for enterprise and distributed organizations.