PLATFORM STORY · 2:03
One platform. One connected story.
Product storytelling that translates a broad platform into a clear, benefit-led narrative for home-service professionals.
Performance creative · Video · AI systems
JC Navarro
Creative Director, Performance Marketing
I turn customer insight and performance signals into creative people want to watch—and build the teams, production systems, and testing partnerships that keep the work improving.
San Diego, California7+ yearsCreative leadership at Housecall Pro
9-person teamDesigners and videographers led as Interim Creative Director
≈$3M / monthPaid-media systems supported with performance marketing
Housecall Pro VORecurring brand voice across product and performance video
Performance creative / Selected video
Make the story clear.
Make the learning useful.
I produce creative that connects a real customer need to a clear message, then partner with performance marketing to learn what deserves the next iteration. My work spans product storytelling, industry-specific ads, customer testimony, and scalable campaign production.
INDUSTRY AD · 1:05
Built for the HVAC audience.
An industry-specific performance story shaped around the problems, proof, and product benefits that matter to the audience.
TESTIMONIAL AD · 0:29
Let the customer carry the message.
A concise, customer-led execution that puts firsthand experience ahead of a traditional product pitch.
01 / STARTING POINTVoiceover sells the product.
02 / LEARNINGCustomer testimony moves earlier.
03 / ITERATIONThe customer becomes the ad.
Selected Housecall Pro work produced with cross-functional creative, product, and performance marketing partners. Published by Housecall Pro.
Creative × Performance
The creative partner behind the growth system.
At Housecall Pro, Christopher Root and I connected performance insight to design, video, customer storytelling, and repeatable campaign production. The strongest work came from treating creative and media as one learning system.
Explore Christopher’s growth work ↗JC sat at the intersection of creative and performance, and he made both better. He turns messy, ambiguous asks into clear problem statements and a plan everyone can execute against.
Christopher RootSenior Performance Marketing Manager · Housecall Pro
≈$3M / monthPaid-media design and campaign systems Christopher credits JC with helping build.
Case studies / Housecall Pro
Creative direction
with an operating system.
The strategy, production decisions, testing partnerships, and scalable systems behind the work.
01 / PROCESS IMPROVEMENT & AI ADOPTION
Give the team a complete brief before the work begins.
Incomplete requests were costing days of clarification. I built a Claude skill that helps requesters work through the requirements before submitting a brief.
Previous back-and-forth2–4 days
Guided brief creation~30 minutes
I observed typical project turnaround improve from about two weeks to one, giving designers more time to produce the work and develop their craft.
Approximate timings based on my experience across campaigns, event brand kits, web design, logo assets, static ads, and video.
Read the case study
The problem
Requests often lacked asset counts, aspect ratios, delivery channels, business objectives, deadlines, or dependencies. Designers and requesters had to resolve those gaps before production could move forward.
What I built
I designed a reusable brief generator in Claude that requires requesters to answer the questions needed for a complete handoff. It helps people organize their thoughts and makes missing requirements visible earlier.
How I introduced it
After discussing process improvements with my CMO, I introduced the skill at a marketing town hall and rolled it into our marketing help channel. I also saw colleagues begin meeting with stakeholders and building skills for other problems.
What changed
More complete briefs reduced clarification cycles. Stakeholders received work sooner, and the creative team gained room for additional projects and craft development. The time estimates describe brief completion and overall delivery separately.
Intake designStakeholder alignmentAI adoption
02 / RESEARCH & RESOURCE PLANNING
Three industries. Five features. One production week.
A campaign needed plumbing, electrical, and HVAC companies that each used five specific features. I researched the right candidates and concentrated filming within one region.
3Customer shoots
1 weekFilming schedule
~$12,000Shoot expenses
3 industriesPlumbing · Electrical · HVAC
All campaign videos delivered.
How the research shaped production
My contribution
I used company data through Omni and Snowflake connected to Claude to identify companies that fit the feature requirements, industry, company size, and location. I organized candidate information into sheets and coordinated the budget and filming schedules.
The decision that mattered
Geography was part of the research criteria from the start. Finding qualified companies close together made a single production week possible and reduced repeated travel.
Budget scope
The approximately $12,000 covered production rentals, contracted help, travel, lodging, and per diem. I recall previous outsourced shoots costing substantially more; the figure here reports this project’s shoot expenses, without treating editing or internal labor as included.
ResearchBudget ownershipDelivery
03 / AI WORKFLOWS & CONTENT OPERATIONS
Find the customer evidence already in the footage.
Editors needed interviews that supported three features in a Housecall Pro bundle campaign. The search covered roughly five companies in each of 12 industries.
Relevant material surfaced in minutes, compared with an estimated 30 minutes of manual transcript searching per interview.
Inside the workflow
The problem
Finding the right evidence meant listening to 45–60-minute interviews or searching transcripts manually. The team also needed to know whether the available material could support a particular industry’s video.
What I built
I built a Claude workflow to review VTT transcripts and produce a feasibility report with relevant quotes, feature references, and possible video directions. Instructions required preserving the customer’s wording, while timestamps made the material traceable to the interview.
From research to production
I incorporated Daydream into the process to help assemble video from a brief and let editors watch the source clips. Editors were the primary users. The same approach could also support testimonial research for other teams.
What the estimate means
The comparison describes locating relevant material in an individual interview. It is not a measurement of final editing time or a calculated total across the archive.
Information retrievalWorkflow designEditor enablement
04 / COACHING & PEOPLE DEVELOPMENT
Help a designer gain a voice in the decisions.
A designer was receiving direction secondhand. I advocated for his inclusion in stakeholder meetings and coached him to prepare questions and communicate his solutions clearly.
He took greater ownership, made his work more visible, and was promoted within months.
The coaching behind the change
Access and preparation
He was the sole designer working on the brand refresh. Being in the meetings gave him direct access to the context behind requests. In our 1:1s, I encouraged a regular set of questions and coached clear communication.
What I observed
He began proposing and explaining solutions, joining relevant conversations, and reporting his work in shared channels. Greater visibility brought more opportunities to contribute.
My role
My contribution was advocacy and coaching. The design work, growing ownership, and promotion were his achievements. This is the kind of development I enjoy supporting.
CoachingCommunicationOwnership
05 / PERFORMANCE CREATIVE & EXPERIMENTATION
Let customer testimony lead the ad.
Partnering with a Senior Manager of Performance Marketing, I helped produce geo-test campaigns that evolved from voiceover-led scripts to testimonial-led creative.
The team observed stronger engagement and improved click efficiency as customer testimony moved earlier in the story.
How the work evolved
The hypothesis
Traditional voiceover made the product case, while the customer provided supporting proof. We believed firsthand testimony could create trust sooner and earn more attention.
The creative iterations
We first moved testimonials earlier in the script. As engagement strengthened, the team tested ads built entirely around firsthand customer accounts without scripted voiceover.
My contribution
I partnered on creative development and delivery, bringing production experience, Housecall Pro voiceover, and customer-storytelling judgment to the work. Performance analysis and testing decisions were collaborative with the performance marketing lead.
The result
Cost per click was a primary signal, with click-through rate and CPM also part of the discussion. The direction improved click efficiency; exact campaign figures are not presented here.
Performance creativeVideo productionVoiceoverTesting partnership
06 / CONTRACTOR LEADERSHIP & PRODUCTION DELIVERY
15 customer shoots.
12 contractors. One month.
I coordinated the contractor team and resources to film 15 home-service professionals in a single month.
15Customer shoots
12Contractors
1 monthProduction period
$50,000Reported project spend
A separate production effort from the three-shoot, one-week project above.
Contractor coordinationResource planningBudget management
AI enablement / In practice
Designing how teams
work with AI.
I structured an operating framework at Housecall Pro that gives teams a clear way to use AI, with ownership and human judgment built into the process. All three tiers are in use.
Built by humans. Scaled by AI.
Team-led
Creative owns complex, high-reach work from direction through delivery.
See how it works
Creative leads the kickoff, uses AI to support execution, and approves the final output. Examples include major campaigns, events, and paid ads.
Shared
Stakeholders build with AI. Creative co-pilots, refines, and approves.
See how it works
Requesters use a skill to build the brief. The work enters the team's queue, and Creative reviews every output before it ships.
Self-service
Teams handle low-complexity work using Creative-authored skills.
See how it works
The skill carries the standards so teams can work independently. The requesting team owns the output and escalates work that exceeds the tier's scope.
- Determine the tier
- Access the skill
- Build the brief
- Confirm the owner
The framework behind the work.
Explore the roles, approval paths, and workflow examples in an 11-slide portfolio edition of my marketing town hall presentation.
Explore the deck (PDF)Download the editable PowerPointPeople & responsibility
Build capability.
Give people ownership.
Interim Creative Director
2023–2025
Alongside my multimedia role, I led the broader creative team through the end of 2025. The nine-person internal team was under my leadership for most of that assignment; 12 contractors were involved for a shorter period.
I hired two designers and three videographer/editors, handled performance reviews primarily for the video team, and managed contractor budgets, negotiations, contracts, delivery, and relationships.
I enjoy understanding what motivates people, helping them communicate their ideas, and giving them the context to make decisions with confidence.
6Designers on the internal team
3Videographers on the internal team
12Contractors led during a shorter period
5Internal hires: two designers and three videographer/editors
Recommendations
In their words.
Perspectives from the people I’ve worked alongside and led.
“
I worked with JC for more than seven years, starting out as his manager and watching him grow into a leader who built and ran his own team. He now operates at a level most companies would pay a premium to get from an outside agency. He mines potential in others and makes everyone around him better.
Ben Freemire
Graphic Designer / Illustrator / Video Editor · Housecall Pro
Former Manager & Longtime Collaborator
“
JC has a rare ability to combine big-picture strategy with day-to-day execution. He sees people’s strengths, creates opportunities for them to grow, and turns chaos into structure. The amount of strategy he brings to creative work is something you rarely see.
Louiemark Ambata
Lead Video Producer · Housecall Pro
Direct Report
“
JC leads. His command of strategic coordination and complex problem-solving translates directly into measurable growth. He distills layered, competing stakeholder needs into sharp, actionable briefs—and drives emerging AI tools to help creative teams produce at greater volume with real business impact. Wherever you place him, he creates value.
Kevin Delane
Visual & Motion Designer · Housecall Pro
Creative Teammate
“
JC is one of those rare people who have both elite-level creative skills and administrative skills. As productive as JC has been in my time working with him, he’s every bit as much a quality human being. Your team will love having him on board.
Scott Chaney
Senior Copywriter · Housecall Pro
Creative Teammate
Performance creative system
Insight, concept,
production, and learning.
I connect the creative craft to the operating discipline: understand the audience, make the message tangible, ship at scale, and turn performance feedback into the next useful test.
1
Find the insight
Use customer testimony, audience needs, business goals, and available performance signals to define the opportunity.
2
Shape the concept
Turn the insight into hooks, scripts, briefs, visual direction, and a clear hypothesis the team can execute.
3
Produce at scale
Lead internal teams and external partners across video, design, voiceover, budgets, schedules, and quality.
4
Learn & iterate
Partner with performance marketing to understand what worked, document the learning, and guide the next variation.
AI in practice
Build the foundation.
Keep the human touch.
I design the role of AI around the work. In video, AI helps organize the material and build the initial structure. In graphic design, people create the original and AI helps scale it.
VIDEO
AI builds the foundation.
People shape the feel.
- 01 / AI FOUNDATIONOrganize & assembleFootage organization, quote research, initial structure.
- 02 / HUMAN CRAFTShape the feelMusic, pacing, spacing, emphasis, and color.
GRAPHIC DESIGN
Human-built.
AI-scaled.
- 01 / HUMAN ORIGINALCreate the designCreative direction and the original visual.
- 02 / AI SCALEAdapt & resizeRepeatable variations and brand checks.
- 03 / HUMAN REVIEWRefine & approveJudgment, consistency, and final quality.
Make work visible.
Automated intake and executive reporting to organize demand and surface delivery status and constraints.
Reduce repetitive work.
Skills for image resizing and workflows for inspecting, naming, and organizing footage.
Check against the standard.
Reusable brand validators to surface inconsistencies for review before creative work is delivered.
How I work
Understand it.
Improve it. Pass it on.
I start by listening to the people doing the work and clarifying the business goal. I build around the constraint, explain the decisions, and help the team take ownership. Seeing people continue and improve what we started is a meaningful part of success for me.
About JC
A career built around
people and problems.
Government IT gave me a foundation in technology and systems. Full-time ministry taught me to lead programs, recruit and develop volunteers, communicate clearly, and understand what motivates people. Running a creative business taught me to manage client relationships, budgets, and delivery.
At Housecall Pro, I brought those skills together through hands-on production, recurring brand voiceover, multimedia leadership, an interim creative director assignment, and creative operations. Today I’m focused on Creative Director and Performance Creative leadership roles where I can connect customer insight, strong craft, disciplined testing, AI-enabled production, and team development.
Outside work, I coach youth basketball, spend time with my wife and three kids, and serve in my local community. Helping people see what they’re capable of is a thread that runs through my life.
CurrentSenior Manager, Creative Operations
Housecall Pro
Housecall Pro
LocationSan Diego, California
EducationBA, Public Administration
San Diego State University
San Diego State University
FocusPerformance creative · Video & VO · AI-enabled production · Team leadership
Housecall Pro
Performance video, brand voiceover, multimedia management, and creative operations. Interim Creative Director, 2023–2025, alongside my multimedia role.
JC Navarro Films
Founded and ran a creative business alongside ministry, managing clients and production from concept to delivery.
Full-time ministry
Operations, program building, speaking, volunteer recruitment, and leadership development.
Government IT
Information Technology Specialist while completing college.
Let’s talk
Build the creative engine
behind the growth.
I’m interested in Creative Director and Performance Creative leadership opportunities where strategy, production, data, AI, and people all have to work together.