Sterling Rope Company Inc. stated Liz McLellan will be leading the marketing department as its new director of marketing.

McLellan will focus on further developing the Sterling brand across all marketing platforms, including digital, e-commerce and internal communications. She will work closely with sales and R&D to ensure brand continuity and integration across all lines of business and product development.

“In order to build upon the successful brand relaunch in 2015, it is essential that we increase brand awareness, continue to grow our customer base and strengthen our consumer loyalty,” said Carolyn Brodsky, President, Sterling. “Liz brings an energy and a strategic mindset that are great assets as we work to execute our long-term marketing strategy.”

McLellan comes to Sterling from The VIA Agency in Portland, ME, where she was a senior client strategist working with clients from Greenpeace, People’s United Bank, TD Ameritrade and Samsung. Her work has garnered multiple industry awards, with two Greenpeace campaigns winning an Effie, OMMA and most recently a Silver Pencil.

With more than 10 years of experience in marketing and advertising, McLellan brings a solid approach based on strategic thinking, planning and project management. Reporting to the President, she is responsible for directing, managing and ensuring execution of Sterling’s marketing plans, budget, advertising and communications. McLellan is also a member of Sterling’s Senior Management Team, who oversee the company’s vision, strategy, budget and personnel decisions.