Marketing strategy & transformation
Clarify ambiguous business problems, customer needs, choices, and desired outcomes—then shape a practical path from strategy to execution.
Marketing Strategy · Creative Leadership · Operations · AI Transformation
Turning organizational complexity into coordinated execution.
I help Marketing and Creative organizations define the destination, align the people, build the operating system, and use AI to turn strategy into measurable outcomes.
2–4 days → 30 minAI-enabled marketing workflow
~200 assetsStrategy-to-execution under pressure
$3M / monthPerformance marketing systems supported
7 disciplinesCross-functional marketing leadership
What I build
Strategy, systems, and creative leadership that move marketing forward.
Creative & integrated leadership
Translate strategy into brand, product, growth, lifecycle, event, and customer storytelling while keeping the work human, differentiated, and commercially relevant.
Operating systems & execution
Build ownership, decision-making, planning, resourcing, governance, and operating rhythms that help multidisciplinary teams deliver against business priorities.
AI-enabled marketing transformation
Redesign research, briefing, ideation, production, QA, and learning workflows so AI increases speed, consistency, output, and organizational leverage.
Selected transformations
What changed because I was there.
01
Marketing strategy & operating model
Turned fragmented priorities into a shared marketing operating system across seven disciplines.
Clarified the path from business priorities to coordinated execution, then established decision rights, intake, prioritization, resource planning, capacity visibility, project tracking, and stakeholder communication.
OutcomeMore aligned choices, clearer ownership, and faster cross-functional execution.
02
AI marketing transformation
Redesigned how strategy became creative work—compressing briefing from days to minutes.
Partnered with executive marketing leadership to identify the bottleneck, define the desired workflow, build AI-enabled briefing and copy systems, and map the end-to-end model from discovery through performance learning.
Outcome2–4 days reduced to approximately 30 minutes, with stronger consistency and same-day starts.
03
Strategic program recovery
Diagnosed a high-stakes delivery risk and built a path that preserved the growth initiative.
Reframed the problem, reset priorities, designed the contingency plan, and aligned Creative, Performance Marketing, and executive stakeholders around an executable response.
OutcomeNearly 200 paid assets delivered in roughly two weeks while maintaining executive confidence.
04
Scalable content infrastructure
Designed and directed a nationwide production network under tight constraints.
Built a model for capturing customer stories at scale, then led contracts, legal review, compensation, schedules, production calls, shot lists, and footage workflows across 15 professionals and 12 production partners.
OutcomeA $50K program executed in approximately one month—and a reusable system for future campaigns.
Housecall Pro: strategy in practice
The marketing systems, creative capabilities, and work they produced.
I joined Housecall Pro as a hands-on video practitioner and grew into leading multidisciplinary creative and marketing operations. The progression was not away from Creative—it was the addition of people leadership, business strategy, operating systems, cross-functional influence, and AI-enabled scale.
01
Brand strategy and growth storytelling
Connected customer truth, product value, and commercial goals through repeatable creative frameworks that supported brand meaning, 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 marketing transformation
Redesigned the workflow—not merely individual assets—across research, briefing, scripts, voice, visuals, video, QA, scaled production, and performance learning.
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
Integrated campaign and design systems
Extended strategic 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 strategy, paid media, brand, product marketing, customer education, lifecycle, events, executive communication, design, photography, and multimedia production. My role varied by initiative—business framing, creative strategy, team leadership, operating-model design, cross-functional alignment, and execution oversight—but the throughline was always the same: connect the problem to the people, the system, and the outcome.
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 lead from strategy through execution.
I am most effective when I can help define the outcome, align people around it, and build the structure that enables high-quality execution. I stay close enough to the work to raise the creative bar while operating at the level of business priorities, systems, and cross-functional outcomes.
I develop people, invite candor, and use AI to remove low-value friction—not human judgment. Systems should free people to be great, not bury them in process.
What leaders and teammates say
Leadership that creates clarity, growth, and measurable value.
Perspectives from a former manager, performance partner, creative peers, and direct report who have experienced how I connect strategy, creative leadership, operating systems, AI transformation, and people development.
“
JC sat at the intersection of creative and performance, and he made both better. He built the design and campaign systems that supported roughly $3M a month in paid media. He turns messy, ambiguous asks into clear problem statements and a plan everyone can execute against. Any team that gets JC is getting a creative leader, an operator, and a great teammate all-in-one.
Christopher Root
Senior Performance Marketing Manager · Housecall Pro
Performance Marketing Partner
“
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
Let’s solve something meaningful
Ambitious goals need an operating system.
I’m open to Director-level opportunities at the intersection of marketing strategy, creative leadership, transformation, operations, and AI—roles where I can help shape the path, lead execution, and own outcomes.