BMA Houston

Orchestrating a Brand Transformation

September 2017 Luncheon


Presented by Hue Du, Director of Marketing

Hue Du, Director of Marketing at Equipment Depot, provides insights into how she led a holistic marketing overhaul to America’s largest independent material handling and rental company. From elements of brand transformation to go-to-market strategies, Hue shares her experiences and approaches to digital and content marketing, sales support and demand generation. 

Having worked at Ford and Hyundai, where marketing resources were readily available – significantly larger internal marketing teams, advertising agency with global offices, $500M+ budgets – the rebranding efforts at an industrial equipment sales and rental company was an extraordinary undertaking. Despite all the hurdles, Hue was successful in transforming a lackluster, unassuming brand into a more sophisticated, sexy brand that now stands out in the marketplace and engineered to attract more business. This rebranding enables Equipment Depot to stand apart from, not only, its key competitors but the entire industry. 

Equipment Depot has received recognition locally and nationally – an ANA 2017 B2 Award for rebranding and four AMA 2017 Crystals Awards. Most importantly, the brand transformation, along with other key marketing initiatives has helped Equipment Depot grow revenues in the short-term, and is now set up to continue on its growth trajectory long-term as well. Join us to learn how you can apply these same principles to growing your business and brand. 

Speaker Bio

Hue Du is a successful Sales and Marketing Executive with extensive automotive and material handling industry experience. Currently, she’s the head of brand and marketing for Equipment Depot, America’s largest independent material handling and rental business. Since joining the company in 2015, Hue has transformed a lackluster, unassuming brand into a more sophisticated, sexy brand that now stands out in the marketplace. Hue has received recognitions for her work locally and nationally – an ANA 2017 B2 Award and four AMA 2017 Crystals Awards. Most importantly, the brand transformation, along with other key marketing initiatives has helped Equipment Depot grow revenues in the short-term, and is now set up to continue on its growth trajectory long-term as well. 

Prior to relocating back to her hometown of Houston, Hue was the Director of Brand Management and Communications for Hyster Yale Group-Americas at its headquarters in Greenville, NC. In her role, she led all brand management, marketing communications, and public relations initiatives to support both Hyster and Yale forklifts for North and South American markets. 

Before immersing herself in the forklift industry, she was the Senior Group Manager of Integrated Marketing and Advertising Strategy at Hyundai Motor America. Her primary responsibility was leading the integration of all marketing efforts across multiple disciplines. She provided strategic direction for all marketing initiatives from advertising to CRM including digital and experiential. Hue also spent 11 years at Ford Motor Company in management roles covering brand management, merchandising, promotions, incentives and customer satisfaction. In additional to national marketing experience, she worked extensively in the field with dealers and managed regional programs for Ford Division. 

Hue received her MBA from Duke University’s Fuqua School of Business and held a Bachelors of Arts in Business from the University of Texas. 

While a native Texan, Hue has lived in Detroit, Northern and Southern California along with a short stint in Greenville, NC. She is ecstatic to be back in Houston with her son to enjoy the city’s diverse culture, active lifestyle, and great cuisines.


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