Conexwest/2024 - 2025/fractional cmo/twelve months/conexwest.com
Stood up an entire branded media arm for a B2B steel company.
Stories inside
steel.
FROM THE CONEX CULTURE HOST VOICEOVER
30+
city landing pages
9
product page variants
4
episode scripts
1
fractional operator
Ten years of operations. Zero branded media.
A B2B shipping container company with a Central Valley fabrication facility, a coast-to-coast delivery footprint, and a Drupal site that had grown faster than its content hygiene could keep up with. Operations were dialed in; the marketing infrastructure had not caught up.
The brief was simple and unbounded at once: own marketing.
Twelve months as fractional CMO. One operator. The work spanned site copy, programmatic SEO, AI prompt systems for product pages, a third-party telematics brochure rebrand, a full docu-series concept and pipeline, and a streetwear merch line that proved the brand could carry weight outside the yard.
All ten outputs shipped as systems a successor could pick up and run.
Ten systems shipped solo over twelve months.
Site overhaul
Drupal CMS, hero through footer. Buy / rent / fabrications, all repositioned for verticals.
City landing atlas
30+ programmatic /buy-shipping-containers-{city} pages. Hand-tuned hero copy, schema, internal links.
Drupal site audit
Forensic crawl. 12 orphaned blog posts flagged. 6 contextual internal links proposed and shipped.
Conex Culture
Branded docu-series IP. Concept, persona, application form, release form, episode pipeline. Built from zero.
Episode catalog
4 episodes scripted. Fieldwork Brewing, Reno Public Market Biergarten, AETHER Apparel, The Eddy.
AI product page system
Structured-prompt generator. SKU, SEO title, meta, descriptions, features, customizations. 9+ variants.
WestWatch brochure
Third-party IoT telematics platform rebranded as a Conexwest service line. Ten-name workshop, seven-page reskin under the Conexwest brand.
Hazmat content cluster
Vertical-specific landing pages plus a video script for the production team.
Refrigerated cluster
Migrated and rewrote refrigerated container content. Multiple SKUs across sizes and door configurations.
Steel Soul merch concept
Streetwear-grade design system extension. 4 hoodie concepts. Concept-only, never produced.
Conex Culture, episode by episode.
Four episodes shot inside working buildings the company helped make. The atlas is the front door to the docu-series concept. Tap a tab to read the episode brief, the spec block, and the on-camera voiceover.
Conex Culture
Field reports from buildings made of stacked steel. Tap an episode to read the location card and the on-camera voiceover.
Fieldwork Brewing Co.
Industrial taproom built from stacked steel.
- BUILDContainer taproom + outdoor patio
- CONTAINERSMultiple 40ft units
- OPENED2018
- STYLEModern industrial
What's up. Welcome to another edition of Conex Culture. Today we're standing inside a taproom that started as steel. Six containers, give or take, stacked into a building that does not pretend to be anything other than what it is. The walls are corrugated. The bar is reclaimed. The beer is good.
// indicative episode briefs · voiceover samples in the show voice · click to switch episode
HOST VOICEOVER / EPISODE 01
You walk in and you feel like the building has done some work. That’s the whole pitch for container construction. The work shows.
HOST VOICEOVER / FIELDWORK BREWING / CONEX CULTURE EP. 01
The script template, fully visible.
Every Conex Culture episode runs through the same 12-section template. BTS open, arrival, intro, who it’s for, vibe, build spec, decor, food, reflection, outro, BTS close, signature. Tap a preset to fill the slots with that episode’s actual content. The template is the IP.
Script Architect
The 12-slot script template behind every Conex Culture episode. Pick a preset to see the same skeleton fill with a different episode.
- BTS Openempty slot
- Arrivalempty slot
- Introempty slot
- Who It's Forempty slot
- Vibeempty slot
- Build Specempty slot
- Decorempty slot
- Food / Useempty slot
- Reflectionempty slot
- Outroempty slot
- BTS Closeempty slot
- Signatureempty slot
// click a preset to load · 12 ordered sections · sample content from the show template
From cinematic to systematic, all from the same operator.
The docu-series proved the brand could carry weight. The next chapters proved the operations could carry scale. Programmatic SEO, an AI prompt system, a forensic Drupal audit, a brochure rebrand, and a streetwear merch concept. All shipped by the same person.
The prompt that wrote nine product pages.
A structured-prompt system for Drupal product pages. Input the container size, type, and key features. The prompt outputs SKU, SEO title, meta description, short and long descriptions, target keyword, customizations, and a CTA. Pre-canned outputs here. Real template lives in production.
Product Page Generator
the prompt that wrote 9 container size variants and counting.
Pick a size and type, drop a key feature, then run Generate. The card fills in the way the production prompt streams from Claude when it writes a new variant.
mocked output from the real prompt template. nine variants shipped during the engagement.
// canned outputs from the production prompt template · 9+ size variants shipped during the engagement
Thirty-plus city pages on Drupal.
A city-by-city landing page system covering Charleston, Savannah, Denver, San Antonio, Philadelphia, Oakland, San Francisco, Albuquerque, and twenty-plus more. Hand-tuned hero copy, schema, internal links, and outline per city. Click a pin to see the shape of one page.
City Atlas
The city-landing-page system that turned a Drupal site into a regional SEO machine. Click an orange pin to read the page that ships for that city.
Charleston, SC
Conexwest delivers wind and watertight shipping containers across the Charleston metro, including James Island, Mt. Pleasant, and Summerville. Local fleet, port-adjacent staging, two-day standard delivery on 20ft and 40ft units.
Buy Shipping Containers in Charleston, SC | Conexwest
Shop new and used shipping containers in Charleston, SC. 20ft, 40ft, and 40HC units delivered from a port-adjacent yard with two-day standard delivery and on-site placement.
shipping containers charleston sc
- /buy-shipping-containers-savannah-ga
- /buy-shipping-containers-raleigh-nc
- /container-modifications/refrigerated
- /delivery-zones/southeast
- What Is a Shipping Container in Charleston?
- Container Sizes Available for Charleston Delivery
- Pricing for New and Used Containers in Charleston
- Customizing Your Charleston Container
- Delivery and Placement Inside the Charleston Metro
- Common Use Cases in the Lowcountry
8 of 32+ city pages shown with detail. all live on a Drupal CMS.
// 8 of 30+ cities populated with detail · shipped on the Drupal CMS · click a pin
The site audit, animated.
A Screaming Frog-style audit on a 140-page Drupal site. Twelve orphaned blog posts surfaced. Six contextual internal links proposed and shipped. Tap Run Audit and watch the crawl, the flagging, and the link insertions in sequence.
Orphan Hunter
Site audit on a 140-page Drupal CMS. Twelve orphans surfaced and six contextual links proposed.
Click Run Audit to crawl the graph, flag orphan posts, and surface proposed internal-link insertions.
// click Run Audit to crawl · 12 orphans flagged · 6 internal links proposed
A third-party brochure, recontextualized.
A seven-page IoT telematics brochure from an off-the-shelf third-party platform, recontextualized as a Conexwest service line called WestWatch. Ten candidate names workshopped and documented. A spread-by-spread reskin under the Conexwest brand. Toggle between the name workshop and the brochure split.
WestWatch
Rebranding an off-the-shelf third-party IoT brochure into a Conexwest service line. Workshop notes from the round that picked the name, then the spread-by-spread reskin that shipped.
Workshop output and brochure split shown in the WestWatch voice. Picked WestWatch in round 3.
// workshop output · brochure rebrand · WestWatch picked in round three
ARC / CLOSING
And one last test. Could the brand carry weight outside the yard?
A streetwear concept that lifts the visual language directly off the side of an actual container. Concept-only, never produced. The thesis is the point.
If a B2B container company had a streetwear line.
A four-concept streetwear gallery. Chest stamp, back manifest, sleeve coordinates, all-over cascade. Concept-only, never produced. Pure typographic mockups, no photo-real renders.
Steel Soul
if a B2B container company had a streetwear line. four concepts, rendered as typographic mockups. tap any card to read the brand-extension thesis behind it.
concept-only. never went to production. the brand-extension thesis is the point.
// concept gallery · typographic mockups · click a card to expand
Legacy B2B companies have ops-rich heritage and zero marketing infrastructure.
Conexwest had the operations: working yards, real fabricators and customers, a ten-year track record. What was missing was the system that turns operations into stories, and stories into traffic.
The fractional CMO model works for that gap. One person, embedded inside the actual operations, building everything that connects the work to the world: site copy, brochures, AI tooling, video, merch. The breadth is the point, and it’s also why most agencies miss the role.
Conex Culture was the artifact that proved the thesis. The other systems shipped because the same operator who wrote the docu-series scripts also wrote the prompt that filled the product catalog and audited the Drupal site for orphan posts. The consolidation is the value.
12
orphan posts re-linked
10
candidate names workshopped
7
brochure spreads reskinned
4
streetwear concepts mocked
A B2B shipping container company with a fully-formed branded media arm, an AI-driven product page system, a programmatic SEO atlas, and a brand voice that can carry weight outside the yard.
Got a similar build? Let’s talk.
