Creative operations
Intake, prioritization, resourcing, approvals, business reviews, project visibility, and operating rhythms that turn strategy into accountable delivery.
Strategic Marketing Operations · Creative Leadership · AI Enablement
Turning organizational complexity into coordinated execution.
I build the systems, operating rhythms, and creative capabilities that help marketing organizations move from ambitious goals to clear, scalable execution.
2–4 days → 30 minAI-enabled briefing
~200 assetsDelivered in two weeks
$3M / monthPaid media supported
7 disciplinesConnected through shared systems
What I build
Systems that help creative marketing move.
Cross-functional orchestration
Alignment across Brand, Product Marketing, Performance, Lifecycle, Community, Events, Partnerships, Legal, agencies, executives, and production teams.
AI-enabled transformation
Practical AI workflows for briefing, copy, voice, motion, video, photography, and production that create capacity without sacrificing quality.
Scalable storytelling systems
Repeatable campaign frameworks that connect brand, product, growth, and event storytelling across formats and channels.
Selected transformations
What changed because I was there.
01
Marketing operating model
Built a shared planning system across seven marketing disciplines.
Established intake, prioritization, resource planning, capacity visibility, project tracking, and stakeholder communication—creating a clearer path from request to decision to delivery.
OutcomeGreater visibility, accountability, and coordinated execution.
02
AI workflow transformation
Compressed creative briefing from days to minutes.
Partnered with executive marketing leadership to design AI-enabled briefing and copy workflows, then mapped the end-to-end operating model from discovery through performance learning.
Outcome2–4 days reduced to approximately 30 minutes.
03
High-stakes program recovery
Turned delivery risk into an executable contingency plan.
Identified risk before formal escalation, reset priorities and tracking, aligned stakeholders, and enabled a major performance initiative to continue without losing executive confidence.
OutcomeNearly 200 paid assets delivered in roughly two weeks.
04
Distributed program management
Directed a nationwide production network under tight constraints.
Coordinated contracts, legal review, compensation, schedules, production calls, shot lists, and footage workflows across 15 professionals and 12 production partners.
Outcome$50K program executed in approximately one month.
Housecall Pro body of work
The creative organization—and the work it produced.
This selected work reflects my role leading creative direction, multimedia strategy, operating systems, and cross-functional execution across brand, growth, product, AI, lifecycle, and event marketing.
01
Brand platform and growth storytelling
Built repeatable video frameworks that could carry brand meaning while supporting paid acquisition, retargeting, and industry-specific conversion.
Brand platform
History of the Pro
A brand narrative connecting Housecall Pro’s product story to the legacy, grit, and ambition of home-service professionals.
Paid growth
Built for the Trades, with No Tradeoffs
A modular growth campaign translating platform value into a clear contrast between old workflows and modern operations.
Industry campaign
Pest Control: The Biggest Pest Is Paper
Industry-specific storytelling designed to make a complex platform feel immediate, relevant, and easy to understand.
Growth + payments
Say Goodbye to the Cash Flow Crunch
Connected acquisition, scheduling, AI, and payments into one concise story about the business outcome pros care about most.
02
Product and platform storytelling
Translated product launches and feature updates into trust-building narratives for marketing, launch moments, customer education, and sales enablement.
Platform narrative
Everything to Run and Grow Your Business
A unified platform story connecting booking, dispatch, payments, marketing, payroll, reporting, and AI into one customer journey.
AI product launch
CSR AI
Made an advanced integrated AI product understandable through a simple, human customer-call scenario.
Feature launch
HCP Cam
Turned documentation, annotations, checklists, and video walkthroughs into a clear protection-and-communication story.
Product concept
Invoices by Voice
A concise feature film demonstrating how natural voice interaction can remove friction from field-service administration.
03
AI-enabled creative systems
Integrated AI into the creative workflow as an operating capability—not a novelty—across briefing, scripts, voice, visuals, video, and scaled production.
Creative transformation
Maximizing AI for Multimedia Production
An internal-facing demonstration of how ChatGPT, ElevenLabs, and generative video expanded the capacity of a small team.
Campaign system
Cash Flow Campaign System
A coordinated creative system spanning video, static, messaging, product value, and performance channels.
04
Events, community, and executive storytelling
Shaped event media that aligned teams, elevated keynote moments, and reinforced Housecall Pro’s connection to the professional community it serves.
Community storytelling
We Are Lady Pros
A people-centered story celebrating women building businesses and leadership in the home-service industry.
Program launch
Mastermind: Blue Collar Revolution
An early brand film framing entrepreneurship in the trades as a deeply personal pursuit of independence and legacy.
Event promotion
Conquer Summit
Customer-led event storytelling built around transformation, community, and measurable business growth.
Virtual Summit
The AI Team Keynote
A long-form product and executive narrative combining strategic framing, live demonstration, technical credibility, and keynote production.
05
Campaign and design systems
Extended campaign ideas beyond video into coordinated visual systems for paid media, direct mail, industry targeting, reconsideration, and seasonal messaging.
Industry design system
Plumbing Paid Campaign
Industry-specific creative designed to scale a consistent message across audiences and placements.
Lifecycle
Reconsideration Direct Mail
A direct-mail extension of the broader release campaign designed to re-engage prospects with a focused value proposition.
Seasonal campaign
Fall Campaign System
A seasonal creative expression supporting a unified campaign across direct mail and related marketing channels.
+
The work above is a selected view of a larger system spanning paid media, brand, product marketing, customer education, lifecycle, events, executive communication, static design, photography, and multimedia production.
Leadership
“Leadership is the ability to see a future others cannot yet see, build the systems that make it achievable, and develop the people who will bring it to life.”
I build organizations where people and ideas thrive.
My goal is to create teams where people feel invested in, cared for, seen, and proud of the company they serve. Clear vision, honest accountability, and thoughtful systems help people thrive in their strengths while contributing to something larger than themselves.
I believe systems should free people to be great—not bury them in process.
Let’s build
Ambitious goals need an operating system.
I am open to strategic marketing operations, creative operations, transformation, and cross-functional leadership opportunities.