Case Study: Johnson Matthey

Before (left): A default form that funneled spam and non-sales inquiries into a shared Outlook inbox, forcing managers to sift manually and delaying lead follow-up.

After (right): A clean, CRM-connected form that filters out noise, auto-qualifies and prioritizes MQLs in real time, speeds SQL creation, saves hundreds of manager hours annually, and serves as a replicable template across sectors. Landing page copy and form fields were A/B tested iteratively to optimize MQL qualification rate before the CRM integration was built.

I led the creative direction and messaging strategy for this hero video, collaborating across engineering, business development, and our agency partner to turn ATR technology into a clear, compelling case for low-carbon hydrogen adoption. What began as a dense technical brief became a cinematic anchor for our global LCH™ campaign, fueling a 337% YoY increase in LCH™ page traffic and supporting commercial conversations with high-value prospects

We brought the campaign to life at World Hydrogen North America, using a branded booth and cinematic explainer video to spark high-value conversations around ATR technology and JM’s LCH™ solution. The monitor became a natural draw, turning foot traffic into focused dialogue. That’s me on the right.

The ATR explainer video opened a Johnson Matthey business development keynote, delivering a high-impact, story-led introduction to an audience directly targeted for early adoption of low-carbon hydrogen technologies. Positioned as both narrative and proof point, the video helped frame ATR as commercially viable, not just technically sound.

Following the success of our LCH™ hero video, I led strategy for this multifunctional explainer video, positioning ATR technology as a foundational enabler across JM’s wider hydrogen and methanol portfolio. This asset became a reusable tool across multiple business units, expanding impact while maintaining narrative consistency.

As part of the LCH™ campaign, I secured a podcast spotlight (on the #1 oil and gas podcast) for one of our hydrogen business developers, captured live during the event to position JM’s technology directly in front of decision-makers and early adopters. This helped extend our reach beyond the booth and reinforce our commercial narrative in a trusted, industry-facing format.

The new assets became a catalyst for attracting high-value prospects online. By placing detailed technical imagery across key pages, we engaged operational and engineering decision-makers with the proof points they needed, a first for JM’s digital presence. This credibility not only positioned us as thought leaders but also pulled qualified traffic deeper into the funnel. The LCH page quickly climbed into the top 20 most visited pages on matthey.com— the strongest performer in its sector—delivering a +337% year-on-year increase in views and a marked uplift in engaged, sales-relevant visitors.