Scaling Market Presence and Strategic Customer Growth for a Global Sustainable Materials

The Context

Eastman is a Fortune 500 company global specialty materials company focused on innovation and sustainability across multiple industries.

A new startup-like division within Fibers Business Unit was created to create and launch a new sustainable fibers brand called Naia(™) acting as an independent science-based innovation business within enterprise setup.

For this new business, the team required stronger strategic communications, stakeholder engagement, and cross-functional coordination to support market entries, growth, product launches and market positioning

The Challenge

The company needed to:

strengthen engagement with high-value industry stakeholders
increase visibility within sustainability and fashion, textiles industry conversations
coordinate large-scale communications initiatives across teams
improve operational efficiency and execution workflows
support strategic growth initiatives within a highly competitive B2B market

Strategic Intervention

01 — Strategic Customer Engagement

Developed customer-centric engagement initiatives designed to strengthen relationships with high-priority customers, prospects and support segment growth objectives.

Included:

Creating and leading partnership agreements, brand advocacy relationships
Strategic account engagement, customer communication initiatives
Organizing flagship customer events, product launches for media, trade show with side events presence
relationship-building campaigns

02 — Thought Leadership & Industry Positioning

Supported brand visibility and authority through large-scale speaking engagements, media coordination, and strategic communications initiatives.

Included:

messaging and communications strategy
Coaching and coordinating public engagements, speaking opportunities of business leaders
Public relations, media relationships and media interviews management
Influencer management
visibility and advocacy initiatives

03 — Cross-Functional Team Leadership & Operations

Directed collaboration across marketing, communications, and PR functions to improve execution efficiency and operational alignment.

Included:

End to end ownership of marketing communications strategy and goals, KPIs
Stakeholder management
Team management (including: hiring, onboarding, talent development)
Project and workflow management
Marketing budget ownership
Finding and establishing vendor network
Execution oversight and building systems, processes

The Result

The engagement strengthened Eastman's position as a leading sustainability innovator within the global textiles and fashion value chain, increasing market visibility, deepening strategic customer relationships, and creating the operational foundation for continued growth.

The initiatives contributed to:

Secured 24 Strategic Customer Wins

Supported acquisition and development of 24 high-priority customer accounts across the textiles and apparel ecosystem, accelerating adoption of sustainable fiber solutions and strengthening the commercial pipeline.

Delivered Double-Digit Revenue Growth

Contributed to double-digit revenue growth within the business segment through strategic customer engagement, brand visibility initiatives, and market development programs.

Established Industry Thought Leadership

Delivered more than 45 speaking engagements, media interviews, webinars, and industry events, significantly increasing brand awareness and positioning Eastman as a recognized voice in sustainable materials innovation.

Expanded Global Industry Influence

Built strong relationships with leading fashion brands, manufacturers, media partners, industry associations, and sustainability stakeholders, increasing market engagement and advocacy across the value chain.

Increased Team Productivity by 40%

Improved workflow efficiency across marketing, communications, and stakeholder engagement activities through stronger processes, systems, and cross-functional collaboration.

Client Testimonial

"She is very strategic & highly focussed on results."

ELYSE BATISTA

Account Manager, Eastman

Adrijana is well-organized, transparent, and very positive . She was always laser-focused on our goals and objectives, and kept our team motivated and excited about our work.

She is very strategic and highly focused on results. She is curious and interested in trying new things to gather new insights and ROI . She is also very adaptable and demonstrates a bias for action and strong decision-making skills.