Marketing leader · B2B & B2C · SEO / AEO · Brand · Lead generation
Brands people trust, and the numbers to prove it.
I'm Artyom Chekmasov, a marketer with 10+ years in product marketing, brand, SEO/AEO and lead generation for B2B and B2C companies, from enterprise manufacturers to multi-location service firms. I raised visitor-to-lead conversion by more than 40% at a 27-location law firm, have directed budgets up to $350K, and build AI-powered workflows that let small teams do more.
About 1.6% to 2.2% at a 27-location law firm
Paid media, martech, staff and agencies
Up from 1–2, across all 27 offices
For the 100+ page GE Lamps catalog
Selected results
More leads from less traffic, and marketing leadership can actually read.
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King Law Offices: turning a 27-office firm's website into a lead engine
As Marketing Director I owned strategy and brand for the firm and a $350K annual budget.
- Raised visitor-to-lead conversion by more than 40% (about 1.6% to 2.2%). Qualified leads grew from 380–400 to 400–450 MQLs a month while traffic went from 25,000 to 19,000 monthly users.
- Directed a full website redesign focused on lead generation, plus lead attribution, call tracking and a tighter HubSpot funnel and sales handoff.
- Launched a reputation program across all 27 offices: Google reviews went from 1–2 to 10–25 per office per month. Oversaw local SEO, Google LSA, content and social.
- Ran an agency review and replaced the incumbent with a partner aligned to the firm's growth goals. Built executive dashboards for real-time visibility into leads.
+40%Conversion rate -
Fresh Water Systems: organic growth to offset lower ad spend
Marketing Manager for a 35-year water treatment retailer across four brands.
- Audited a ~$30K/week Google, Microsoft and Meta Ads program and rebuilt ROAS reporting to include agency fees, so results match leadership's numbers.
- Wrote and lead a phased SEO, AEO and customer-journey plan, from site cleanup and a blog refresh to product page optimization and new B2B industry pages.
- Turned an Ahrefs audit into a technical SEO roadmap with IT and the web agency: consolidated product schema, removed duplicate review markup, built a repeatable fix manual.
- Modernizing an ~84K-subscriber email and SMS program, and piloting a team of Claude AI agents for SEO and email.
84KEmail & SMS subscribers -
Current Lighting: Controls Simplified
Led product marketing for the Controls division (NX Controls, Daintree) and three commercial lighting brands.
- Conceived and launched Controls Simplified, a portfolio-wide repositioning that changed how lighting controls were marketed and increased product adoption.
- Partnered with product, engineering and sales on 6–10 product launches a year, with persona-based content and sales enablement for contractors, specifiers and distributors.
- Brought ChatGPT, Microsoft Copilot and Smartcat into content workflows to cut turnaround time and support multi-language marketing.
6–10Launches a year
Creative work
Brand systems, catalogs and launch materials.
I've built brand identity systems and style guides for seven brands, including NX Lighting Controls, GE Lamps and Beacon Lighting. A sample of the work is below.
GE Lamps catalog
Led design and production of a 100+ page reference covering 700+ products. I merged the separate Traditional and LED catalogs into one and refreshed the brand with the art director and product team. It drew 5,000+ requests for printed copies.
See the catalog pages →
Beacon Viper family launch
Designed the core launch assets, the brochure and specification pages, simplifying the technical story for the channel.
See the Viper brochure (PDF) ↗
Product brochures
Brochures for Current Lighting brands, built with product managers so every key spec lands clearly.
See all seven brochures →
Strategic Club Solutions
Brand identity and marketing materials for a private-club consulting firm, as a contract designer.
See the brand guideline →
Milwaukee Athletic Club
Brochures, flyers and promotional pieces for members and prospects, kept on brand through Strategic Club Solutions.
See the MAC work →About
Brand thinking and analytics, in one person.
I started out turning technical product specs into marketing at Hubbell, and grew into leading brand, product marketing and, most recently, the whole marketing function for multi-location and B2B companies.
What I'm best at is the strategy and the story: positioning, brand systems and the creative that makes a company look as good as it is. I pair that with the measurement side: SEO and AEO, local search and reviews, lead attribution and dashboards that show leadership exactly what's working.
I also use AI every day. Claude, ChatGPT and Copilot are part of how I plan, report and produce, which is how a small team can do the work of a bigger one.
Clear positioning, honest measurement, and creative that earns attention.
How I work
Strategy & leadership
Go-to-market strategy · Positioning & messaging · Personas · Cross-functional leadership · Agency & vendor management · Budgets to $350K
Search & digital
SEO & AEO · Local SEO & Google Business Profile · Google LSA · Technical SEO & schema · Google & Meta Ads · Reputation · CRO
Analytics & ops
Lead attribution & call tracking · GA4 · Search Console · Ahrefs · HubSpot · KPI scorecards & executive dashboards · Wrike · Asana
Creative & AI
Brand identity systems · Adobe Creative Suite · Claude · ChatGPT · Microsoft Copilot · AI agent workflows
Experience
Ten years, from specs to strategy.
- Sep 2026 – NowMarketing ManagerFresh Water Systems · Greenville, SC
- Jan – Aug 2026Marketing DirectorKing Law Offices · Spartanburg, SC
- 2024 – 2025Sr. Marketing ProfessionalCurrent Lighting · Remote
Product marketing for the Controls division and three commercial lighting brands.
- 2022 – 2024Marketing ProfessionalCurrent Lighting (formerly Hubbell) · Remote
Brand systems for seven brands, the GE Lamps catalog, and the Hubbell to Current Lighting rebrand.
- 2016 – 2022Marketing SpecialistHubbell · Greenville, SC