Navigating Independence, Struggling with Expertise Gaps
ePost Global, a global direct-to-consumer shipping company with a 20-year history, was divested from a large publicly traded company in 2020 and rebranded as a stand-alone company.
The transition required ePost Global to establish a distinct identity separate from its former parent company by rebranding itself and improving brand awareness.
In addition, ePost Global faced two other challenges: a need for in-house marketing expertise and uncertainty about where to begin with its marketing initiatives.
Kelly Martinez and Kapil Kalokhe, who juggled multiple responsibilities, across sales, customer service, finance, strategy, HR initially adopted an ad hoc approach to marketing.
“We cobbled together a team to work on projects and initiatives using people within the organization who had spare time. However, none of them were true marketers,’’ Kapil explains.
Realizing this approach was unsustainable, ePost Global partnered with a marketing advisor who helped clarify their strategy and identify key needs: content creation and digital presence management, with a focus on LinkedIn and email marketing.
But still, there needed to be someone to execute the channels.
