Hi.
Thanks for taking an interest in my work. Here are a few more links to get to know me.
Thanks for taking an interest in my work. Here are a few more links to get to know me.
From iphone video, to using in-house resources, to hiring a team, I have experience in many forms of production, will always find a way to make whatetever we are working with, work.
Internal communications are fundamental in order to build a strong product and to create external marketing that supports it. I produced this customer profile video to share with our internal stakeholders to communicate the message that our core business platform user was not an advanced social media advertiser, but rather a passionate small businessperson with very little time left at the end of the day to figure out how to use our platform. And that we needed to build out the tools to support this person and their business.
To help our consumers understand the world of credit, to establish ourselves as leader in our space, and to optimize search, Credit 101 was built to answer the most common credit questions found in search, and to introduce our offerings when appropriate. I collaborated with an agency, the internal content team, and our internal educational resources to create this video series. Within a month of launch, Credit 101 had 100k organic views and is now a major contributor to acquisition campaigns.
B2B offerings often get more complex or advanced every quarter to remain competitive. But customers don’t always have time to spend on learning the latest offerings. For under $1,000 (including the TaskRabbit associate who painted our wall for green screen), we built a studio where sales, marketing, and partners could come in and shoot a quick 30-second video update, and we could get agency-quality work out that day, at scale, from the perspective of an in-house expert. This studio doubled as my podcast studio, and a place where we could put together Facebook Live and Instagram Live episodes.
TiVo has been going strong behind the scenes, and had made the company decision to decrease its consumer business marketing for a number of years to support its b2b function. As we worked towards the release of TiVo Stream 4K and TiVo EDGE, our most advanced consumer products ever, one of my key strategies was to let folks know that we were indeed a diverse, inclusive tech company in Silicon Valley who was still bringing it. The spirit and personal style of our people went a long way in telling that story.
I also was happy to jump in front of the camera myself to do things like unboxing videos, to help us own searches and the narrative around our new product.
SV Academy brings hiring managers a diverse group of SDR candidates who stay 150% longer and have a 70% chance of getting a significant promotion in the first year. And the education and mentoring we provide to fellows is tuition-free. To help tell that story, we needed a lot of short, easy to understand success stories from influential executives. I identified our pain points and brought our most successful partners together in one event to tell us their story in 15 seconds.
Raising awareness internally is a key to happy, informed employees, which leads to better external marketing.
Here’s a video I did to help raise awarness of our “Clean Air Team,” which addressed employee problems, and led to a 20% increase in positive ratings on Glassdoor. Sounds boring? Yes. So I leaned into it in this video.
At Gainsight I worked with a small team to put together a 5,000-attendee conference that took up a city block in Oakland, and featured a party on an aircraft carrier, and Vanilla Ice.
I was also responsible for producing the sizzle video seen here, which I made with an awesome outside vendor.
After the conference, we repurposed the content for a digital, all-day live webinar version for folks that couldnt make it. I produced the promos.
The digital version, Pulsecheck, featured interviews with guests, and cuts to live hosts from across the country in New York City.
This clip will give you a feel for how it wasn’t like other webinars! Through the help of sponsorships, we produced this much more cheaply than buying webinar lists, and much more effectively, because were able to showcase an entire conference worth of value and connect with folks after.
LD Products was an office supply company with one key digital challenge: Their offers were so good that people didn’t know if they were “for real.” And with small margins to keep the promise of great prices, and to remain a challenger brand, I had to get creative to let people know we were indeed real and good folks.
A key digital brand strategy in my arsenal was showing off our great people, and our key moments that displayed the power behind what we bring our consumers (like a giant new warehouse, happy employees racing on company-provided bikes, solar power, a boss who we love and who fosters an environment where we can enjoy working…), using my iPhone and editing often many videos a week myself.
What resulted was not just a significant increase in business, but an opportunity to support the growth of our culture because there was proven ROI to it.
I have built two in-house podcast and video studios (below), and set up out-of-house studio support for two other companies (not listed below). Having a way to quickly communicate in multiple mediums gives you the chance to lead your vertical, to build opportunities to bring customers and prospects in as guests, and to grow your network. It’s also great for internal morale.
Consumers found us cold and unapproachable and our subject to be dry. I hosted “Credit Curious” with the goal to fix that. We saw an average of 30,000 organic listens a month, and the show was mentioned by Ryan Seacrest, Mario Lopez, and many other greats in the audio space.
I produced The Customer Success Podcast at Gainsight with the goal of establishing category ownership, and providing a distribution outlet as a value to our customers. Gainsight’s Customer Success Podcast is the leading podcast on Customer Success.
