Mar 2026 to Present
ConsumerDirect
Senior Content & Video Producer (Growth Marketing & Paid Media)
SmartCredit · SmartQualify · Hogo
Own the full funnel for a multi-brand fintech B2B portfolio: paid media across Meta and Google, the creative that runs in it, the lead forms and landing pages it points to, the HubSpot email and SMS sequences that follow, and the UTM tracking that proves what worked. I write, film, and edit the ads myself, which means I can test a new hypothesis in a day instead of a sprint. Manage a team of 3 and report channel performance directly to the Chief of Sales.
LifecyclePartner comms and landing pages
COPY / BUILD / TEST
Draft and design the email and SMS campaigns that go to our B2B partners through HubSpot sequences, from conference ticket sales copy to live training recruitment. Build the landing pages for individual offers and verticals, writing copy that carries one consistent message from ad through to page. Run A/B tests across creative, landing pages, and landing pages versus in-platform lead forms, and maintain the UTM taxonomy that makes every lead traceable back to the campaign and creative that produced it.
One message, ad to inbox to page.
Lead genTax Pro Lead-Gen Ads
STRATEGY / SCRIPT / FILM / EDIT / LAUNCH
Inherited a mandate to run Meta ads driving traffic to a landing page on a platform I had no access to, since I was new and access sat with the CTO. Even after getting a pixel installed, the page didn't convert: 4,050 link clicks produced 4 leads at $689 each. I was told to keep the campaign running. Instead of spending against a page I couldn't fix, I scripted and filmed a new ad and moved to Meta instant lead forms with conditional logic and SMS verification. I built the lead routing myself, first into a Google Sheet, then into HubSpot with naming conventions and UTM parameters so every lead was attributable to the right vertical and channel. That routing is now fully automated.
My own ad opened the vertical at ~$35 CPL · 700+ leads since April · Employee of the Month, month 2
Original cut · $45 CPL
Recast · $25.60 CPL
Casting as a targeting lever
HYPOTHESIS / FILM / EDIT
My own ad opened the vertical at ~$33 CPL, then drifted to $45 as frequency built and CPM rose. The audience had also concentrated: mostly female tax pros, 40 to 50. In a Special Ad Category vertical, demographic targeting is restricted, so the lever isn't audience settings, it's who's on camera. I re-shot the same proven script with a female account manager presenting. The audience rebalanced, the addressable pool widened, and CPL dropped to $25.60 across 218 leads.
$45 → $25.60. Same script, different talent.
Mobile Video Podcast Setup
Build / Film / Edit
A portable podcast setup built for conferences and a deliberate lead-gen play. Attendees in this vertical love content, so we turned that into a system: they book a podcast slot, we capture their info and mark them as leads for BDRs to follow up. The same setup also captures partner testimonials on-site, like this one filmed at CreditCon in Las Vegas.
40k+ accounts reached, 95% from non-followers
Company Culture Documentary
Director / Producer / Editor
Assigned in week two, before knowing the company, the culture or the people. Two weeks to research, film and cut. Premiered at CreditCon, the convention the company sponsored.
Concept to premiere in 14 days
Partner Office Visits
FILM / EDIT / PRODUCER
When partners travel to ConsumerDirect offices, I capture the behind-the-scenes content: the relationship-building, the culture, and the people behind the partnership. I turn routine visits into content that strengthens trust with partners and prospects alike.
Office visits, turned into content
CreditDanny Giveaway (Partner Event)
FILMING / EDITING
Filmed live at the event and turned around multiple edits the same day to ride the hype in real time. The top clip was posted as a reel and boosted with paid support to extend its reach.
328k+ views, 620 new followers from one clip