Divisions Maintenance Group (DMG)
Repositioning a Rapid-Growth Tech-Enabled Operations Company Through Scalable Brand Systems, Sales Enablement, and Clear Product Messaging
Brand refresh • Visual identity system • Sales enablement • Pitch decks • One-pagers • Collateral library • Product design & messaging • Persona development
THE OPPORTUNITY
DMG was expanding rapidly and investing in new technology solutions, but its brand, messaging, and internal tools weren’t keeping pace. Teams across marketing, sales, operations, and product were creating inconsistent materials with no centralized system or unified narrative. This created an opportunity to modernize the brand, establish scalable content and sales enablement systems, and develop clear messaging frameworks that supported the company’s tech evolution and operational growth.
THE SOLUTION
I created scalable brand and communication systems that brought clarity, consistency, and efficiency to a rapidly growing organization. This included leading a company-wide brand refresh, building a centralized collateral library, and developing a comprehensive sales playbook to streamline onboarding and equip teams with standardized messaging. I also developed provider personas and value messaging frameworks that informed segmentation, campaign development, and B2B outreach. I partnered with the Product & Engineering team to support the launch of a new provider-facing app by crafting clear, user-centered visuals and messaging, including value propositions, app store copy, and in-product messaging. Together, these initiatives improved cross-team alignment, strengthened message consistency, and positioned DMG for long-term growth as it expanded its technology offerings.
DMG is a fast-growing facilities maintenance company that manages work for enterprise clients through a nationwide provider network and a variety of internal teams, including Product and Engineering, Sales, Operations, Training, and Field Teams. The organization delivers 24/7 service coverage and depends on coordinated communication across customers, vendors, and internal stakeholders.
As DMG evolved from “Divisions” into a modern, technology-forward facilities partner, I led the development of a refreshed brand identity that reflected the company’s growth and future direction. I helped evolve the visual system, define updated messaging, and build a scalable collateral library — including one-pagers, pitch decks, and self-service templates — that allowed sales, operations, and onboarding teams to communicate consistently and efficiently. This refresh strengthened DMG’s positioning in the market and created a unified, credible voice across all customer and provider touchpoints.
PRE-2019
PRESENT
As DMG scaled nationally, the organization needed a clearer picture of the technicians (providers) who power its service model. I developed a suite of provider personas that combined demographic and psychographic insights including motivations, work styles, communication preferences, and key pain points. Built from survey data and interviews, these personas revealed distinct behavioral patterns and value drivers across DMG’s diverse technician base.
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These insights became a foundational tool across the business, guiding sales playbook development, targeted outreach, training content, and technician-facing product decisions. By grounding strategy in real audience needs, the personas strengthened trust, improved communication effectiveness, and aligned Product, Sales, Operations, and Field teams around a shared understanding of the provider experience.
Provider Personas
Sales Playbook
DMG’s sales, training, and operations teams needed a centralized, easy-to-use resource that aligned messaging, clarified processes, and equipped representatives with the tools to communicate value consistently. I collaborated closely with the Training team to create a comprehensive Sales Playbook that distilled complex service workflows, product capabilities, and audience insights into clear, visual, and actionable guidance.
I contributed both content and design — shaping the structure, refining messaging, and converting dense information into intuitive diagrams, frameworks, and value stories. The playbook included persona insights, service workflows, positioning statements, competitive differentiators, and standardized talking points tailored to DMG’s technician and customer audiences.
The final tool became a core part of sales enablement and onboarding. It reduced ramp-up time, increased message consistency across teams, and gave reps a unified narrative they could confidently use in conversations with prospects and partners.
I collaborated with Product & Engineering to bring the provider-facing app to life, designing wireframes and UI mockups and shaping app store and in-app messaging. My work helped align product and marketing teams, simplify technician workflows, and support a clear, consistent user experience.
