Systems I’ve built, and what they changed

When I joined, the company had no production playbooks, vendor partnerships, review structure, legal workflow, or measurement. Three customer stories were completed in the entire year, while brand, web, social, and sales all needed proof-driven video.

• An end-to-end production system: intake, narrative frameworks, production standards, legal review, and delivery, documented in 15+ SOPs
• A structured stakeholder review process that ended conflicting, last-minute feedback
• A five-partner vendor ecosystem with negotiated retainers, defined scopes, and accountability
• A 10-asset standard delivery package from every shoot, serving 7+ cross-functional teams
• Performance dashboards for retention, engagement, and funnel impact

• Grew from 3 to 15 customer stories a year, and 150% more content output overall
• Delivered 50+ assets in one year, including customer stories, paid ads, enterprise assets, and launch videos
• Sales teams used the stories in active deals, and video became part of go-to-market and product launches

International sales and product marketing teams needed localized customer stories to support expansion, on a compressed timeline and a lean budget, with brand and compliance standards that held across markets.

• A weighted vendor scorecard: seven criteria, a 1–5 scale, tiers, and a red-flag rule
• A narrowing process: seven vendors researched, four scoping calls, three finalists, and a final round of two
• A pre-production system covering customer sourcing, shoot documentation, and legal requirements by market
• A localization framework that brought legal, product, and translation partners into pre-production

• Produced eight customer stories across London and Manchester in a single week
• Selected a documentary-focused international partner that scored 4.7 out of 5, with a scored backup
• Cut localization turnaround by 40% and scaled the program to more UK stories and a first Canada story

Sales reps leaned on long live demos to explain single features, product page videos were out of date, and the web team had no reliable way to commission or refresh video as the product changed.

• A brief-first framework where product marketing and sales named the objection each video had to answer before scripting
• A modular asset architecture: hero video, 60–90 second demo, 30-second sales cut, 15-second social cut, walkthrough, and web loop
• An audit-and-replace cadence tied to product launch cycles
• Video analytics with Heap and Vidyard, making performance visible to the wider marketing team for the first time

• Cut time to market for key campaigns by 25%
• Gave sales an on-demand library of feature demos for prospect follow-up
• Set clear brand and storytelling standards across every video asset

Each brand needed a steady stream of new ad creative, tested fast and judged by return on ad spend. Running about ten projects at once meant the system had to hold quality while the work moved quickly.

• Script and hook formulas, with hook variations pitched and tested for every concept
• A UGC and creator workflow covering research, casting, scripting, production, and post
• A feedback loop from media performance back into briefs, editing, and casting
• Direction and review standards for a team of junior producers and editors

• Nulastin: 200K purchases, a 10.3% conversion rate, and 3–6X return on ad spend from UGC and influencer creative
• Wohven: 15K new customers and a 4.7 return on ad spend from customer-journey UGC
• Oventure: 3X international sales within three days, and 70% year-over-year growth, from testing three creative angles before the holidays
• Gofinity: 3X improvement in return on ad spend and 2.4X more purchases after repositioning the creative strategy
• All33: 16X organic reach after building the brand’s social presence from zero

Digital media runs on volume. Hundreds of videos moved through production at once, each needing to stop a fast scroll while staying on brand.

• Platform-native storytelling formats that made products feel discoverable
• Pipeline tracking and handoff standards that held up at high volume
• Brand consistency checks across three distinct channels

• Managed 900+ video pipelines across So Yummy, Blossom, and Blusher
• Content generated 180M+ views
• Built the systems thinking I later applied to enterprise creative operations

Paid campaigns needed a dependable flow of new creative, and the team needed a shared way to develop ideas quickly.

• Paid strategy, content planning, and video direction under one team
• Structured brainstorms for hooks, plus script formulas the team could reuse
• Leadership of the video team from concept through delivery

• Gave the team a repeatable creative development process for paid campaigns

A production company lives or dies on accurate scoping, tight crews, and budgets that hold. Clients needed agency-level quality from a lean team.

• Scoping, budgeting, and crewing systems for commercial and branded work
• Production workflows covering every role, from gaffer and camera to edit and color
• Low-budget production methods that secured locations, crew, and equipment through strong relationships

• Produced a brand commercial for Nerium International’s new product launch
• Clients and credits include PepsiCo, Frito-Lay, Zales, BET, Essence Fest, and HGTV
• 30+ five-star reviews from clients
• Award-winning films distributed on Amazon Prime, including a Best Director win