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Rebuilding a Distributor Website from the Ground Up (with Faith Tank) | Ep. 5
Manage episode 508000994 series 3684335
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When distributors talk about a website overhaul, it usually stops at dreaming. For Kyler Nixon and his guest Faith Tank, the story is different. Faith, Director of Marketing and Events at Zip’s AW Direct, shares how her team transitioned from a brochure-style site into a fully integrated e-commerce platform.
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From the challenges of merging brands and sub-brands, to navigating a multi-year replatforming process, to mapping journeys for both mom-and-pop towing operations and global corporations, this episode is packed with lessons. Faith also opens up about restructuring a 30-person marketing team, aligning product management with marketing, and rolling out HubSpot to unify sales, service, and marketing. The conversation highlights both the complexity and opportunity of building an online presence that scales across diverse customer groups while staying true to brand identity.
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👤 Guest Bio
Faith Tank is Director of Marketing and Events at Zip’s AW Direct. She oversees a team of 30 marketers, product managers, creatives, and strategists. Faith has led the company through a major website overhaul, integrated multiple sub-brands, and driven initiatives around SEO, e-commerce, and HubSpot adoption.
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📌 What We Cover
- How Zip’s AW Direct evolved from a truck-focused brochure site to a full e-commerce platform
- The multi-year process of replatforming, redesigning, and launching a new website
- Managing messaging complexities across six sub-brands under one umbrella
- Serving both local mom-and-pop shops and the largest towing companies in the world
- Shifting from marketing-led direct sales to a hybrid sales-and-marketing approach
- Restructuring a 30-person marketing team into brand-aligned pods that operate like an in-house agency
- Why product management now lives under marketing — and the SEO benefits of that decision
- Lessons from an eight-month HubSpot rollout across sales, service, marketing, and operations
- Upcoming initiatives including taxonomy restructuring, shop-by-brand improvements, and mobile-first conversion
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🔗 Resources Mentioned
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