A Solutions-Minded Generalist.
I'm Justin Kaufman—a solution-minded marketer, technologist, and creative generalist with a passion for simplifying complexity across product, sales, and customer experience. I’ve led brand and marketing efforts at Luonto Furniture, scaled enablement systems, and built tools that blend storytelling with automation. My work spans content strategy, AI workflows, data optimization, and design—always rooted in systems thinking and practical execution. I thrive where creativity meets technology, and I’m always exploring new ways to make good ideas more actionable.
Projects
Scaling Product Familiarity with Video
A bi-annual walkthrough video that gives retail partners and reps an on-demand product recap. From scripting to editing, I manage the full production solo, delivering a comprehensive video within 7 days of market. These walkthroughs drive engagement, boost product familiarity, and are widely used by reps to follow up and close deals.
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A GTM Strategy to Drive Upsell Limited Releases
From strategic positioning to studio-filmed walkthroughs and retail enablement tools, the launch equipped our sales team and partners with everything needed to confidently introduce the collection. The result; growing interest and a scalable framework for future releases.
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Cutting Costs and Complexity: A Custom Odoo Locator
Replaced a manual, third-party retailer locator with a fully integrated, custom-built tool inside our Odoo ERP system. I led the end-to-end development—streamlining data management, improving user experience with APIs, and eliminating the need for multi-person workflows.
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Driving Custom Orders with a Strategic Catalog Overhaul
Each year, I lead the creation of Luonto’s annual product catalogs—our most critical sales and education tool—timed with the High Point Fall Market. I manage the full lifecycle, from customer feedback collection to design, layout, and in-person sales training.
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