Ruth Lara-Reyes

Ruth is a marketing and communications professional with 6 years of integrated digital marketing, social media and PR experience across diverse B2B and B2C markets in EMEA and the US. She currently contracts for Lippert US (RV, Marine, Rail, Retail, Engineering) on branding and partnerships, YouTube and Pinterest social strategy, B2B paid media, and PR planning. Previously she served as Global Social Media and PR Strategist for Lippert EMEA — the primary liaison between EMEA teams and the US parent on B2B and B2C organic and paid digital strategy, social listening, competitor analysis, employer branding and press relations across 5 industry sectors. She earlier worked as Social Media Specialist EMEA at Lippert (influencer programs, B2B/B2C event coverage, EU content calendar, SEO/UX collaboration, KPI reporting). Outside Lippert: marketing consultant for a healthcare practice (brand identity, social media, social proof, email, community management), digital marketing trainer, and NGO social media strategist (Refugee Network, Network of Eritrean Women). Background also covers academic research and teaching in Ecuador and Italy. Trilingual (English, Italian, Spanish).

Lippert (US + EMEA — RV/Marine/Rail/Retail/Engineering, B2B+B2C social, PR, paid, branding) · Healthcare practice (Communications & Marketing Consultant) · Epsom & Ewell Refugee Network + Network of Eritrean Women (NGO comms strategy)

Case Study: Rebranding Strategy for Lippert Europe

Background: Lippert, a leading U.S. manufacturer in the RV and Marine sectors, acquired nine European companies in 2016. As part of its expansion, many local brands were phased out. However, marketing team struggled to position Lippert as a leading brand in the European market, limiting visibility and engagement.

Strategic Implementation:

Digital Audit & ICP Definition: Conducted an in-depth digital audit to identify key touchpoints and define Ideal Customer Profiles (ICPs) for strategic targeting.

Strengthened Customer Relationships: Collaborated with dealers to reinforce the new Lippert brand and ensure alignment across local markets.

Enhanced Social Media Presence: Activated and strategically managed B2B and B2C channels, adapting content strategies for each platform and audience type to increase engagement and awareness.

Omnichannel Rebranding Campaign: Launched an integrated marketing campaign leveraging PR, social media, and influencer partnerships to amplify Lippert’s visibility across Europe.

Influencer Partnerships: Activated targeted influencer campaigns to drive traffic, enhance engagement, and produce high-quality content for Lippert’s European asset library.

Website Enhancement: Worked with web dev team to add a dealer locator feature to directly connect with both B2B and B2C customers. Implemented blog section in the website to drive more traffic to the page and increase brand awareness.

Key Results:

Dealer Alignment: Partners actively supported the rebranding by updating their communication channels with Lippert’s new logo and messaging.

Brand Adoption: End-users increasingly recognized and adopted the Lippert brand, moving away from legacy brand names.

Influencer Impact: The influencer campaign generated over 500K visualizations, significantly boosting brand visibility and enriching Lippert’s European media assets with premium photo and video content.