Since its founding in 2005, Schulte Building Systems, Inc. (SBS), a privately held manufacturer of pre-engineered metal buildings, has grown into one of Houston’s fastest-growing companies—an outcome driven by strong leadership, operational excellence, and consistent market positioning.
The company has now achieved $275+ million in annual revenue, employs more than 750 people, and operates three manufacturing facilities—supported by consistent, trusted marketing leadership over two decades.
My Role as Fractional CMO
I have partnered with this client continuously since the company’s founding in 2005. Over the past 21 years, my role has evolved from execution support into ongoing strategic marketing leadership.
As Fractional CMO, I serve as:
- The primary marketing strategist and advisor to ownership
- The central point of accountability for brand, messaging, and positioning
- A long-term steward of marketing continuity as the company scaled
This is not a campaign-based engagement. It is proven marketing leadership.
Strategic Responsibilities
My Fractional CMO responsibilities include:
- Marketing leadership and direction aligned with business growth goals
- Executive-level discussions on market conditions, positioning, and future marketing priorities
- Translating business objectives into clear marketing plans—without burdening internal teams
The focus has always been clarity, consistency, and momentum, not marketing noise.
Execution Oversight and Brand Development
While strategy is central, execution still matters. Over the years, I have directly led or overseen:
- Three full website redesigns to support evolving positioning and growth
- Ongoing website updates, maintenance, and future-state planning
- Development of the website for the company’s sister brand following the acquisition
I remain the single point of contact for digital direction, ensuring decisions are made with long-term implications in mind—not short-term trends.
Integrated Print and Media Leadership
Print advertising remains a core brand channel in the metal building industry. I conceptualize, write, and develop three original print ad concepts every month—more than 36 campaigns annually.
Key characteristics of this work:
- Minimal client input required due to deep business and audience understanding
- Messaging aligned with sales conversations and real-world buyer concerns
- Ongoing media planning discussions to ensure smart placement and spend
The trust built over two decades allows marketing to move quickly—without sacrificing accuracy or relevance.
Expanding Into Digital Channels
As buyer behavior continues to evolve, this year we began expanding the strategy to include:
- Digital advertising
- Video content
- Email marketing to extend brand reach and reinforce positioning
These decisions were made deliberately—based on market maturity, brand strength, and readiness—not because “digital is trendy.”
That is the difference that fractional CMO leadership brings.
The Results
While not the sole factor in the company’s growth at this scale, marketing leadership has played a meaningful supporting role.
- 21-year strategic marketing partnership since the company’s founding
- Consistent brand positioning over the years
- Original print ad concepts are developed every month
- Three major website redesigns supporting scale and acquisitions
- Expansion into digital, video, and email marketing channels
Marketing leadership that scaled with the business—without disruption.