M.K
Portfolio
artelinea
Upholstery and Contract fabrics
ARTELINEA is a company specialized in upholstery and contract fabrics, working closely with architects, interior designers, and commercial projects. The brand focuses on high-quality textiles, design-driven solutions, and functional materials tailored to residential and contract spaces.
my role
As a Senior B2B Sales Executive and Marketing Assistant, I worked at the intersection of sales and marketing with the objective of positioning Artelinea within the architects and interior designers market. While the company traditionally served furniture manufacturers and upholsterers through a separate product line, my role focused on opening and developing relationships with architectural firms, design studios, and contract clients.
I managed direct client relationships through in-person visits and led exclusive direct marketing promotions through email and WhatsApp newsletters, featuring special offers, trend-focused blog content, and targeted announcements. I supported the execution of branding, conversion, direct sales, customer retention, and message amplification campaigns, strengthening my expertise in B2B marketing, go-to-market strategy, audience segmentation, and brand positioning within the contract and design industry.
campaigns
Promotional strategies were developed to increase sales and drive the rotation of slow-moving styles, based on sales performance analysis. These data-driven initiatives aligned inventory optimization with targeted marketing actions for the architects and interior designers market.
Another key objective was to maintain consistent client communication, informing customers about discontinued styles and product updates to support confident specification decisions. This ongoing engagement strengthened brand trust, top-of-mind awareness, and customer retention, positioning the brand as a reliable first choice when clients developed new projects.
newsletter blog
As part of the email and WhatsApp newsletter strategy, I developed a trend-focused blog designed to promote key fabric styles while positioning the brand as an authority in interior design and textile trends. The content covered color trends, fabric trends, and interior design trends, using Artelinea’s collections to illustrate how different styles could be combined. This approach supported cross-selling and upselling strategies, increased clicks and website visits, and contributed to sales growth by helping clients visualize complete design solutions through strategic content marketing.