Housecall Pro
ROLE: Creative Direction & Video Strategy
OBJECTIVE: Build and scale video as a core growth lever supporting paid acquisition, brand storytelling, product launches, and lifecycle marketing for a high-growth SaaS platform.
WHY IT MATTERED: This work established video as a repeatable, trusted system for growth—enabling faster iteration, stronger cross-functional alignment, and consistent storytelling without sacrificing performance.
This body of work reflects my role leading in-house video strategy at Housecall Pro, partnering closely with performance, product, and brand teams to translate business priorities into scalable creative systems.
Paid / Growth / Ads
At Housecall Pro, I led paid video strategy as a scalable creative system supporting acquisition, retargeting, and conversion across multiple industries and funnel stages. The focus was not on one-off ads, but on building modular creative frameworks that could adapt quickly while maintaining clarity, performance, and brand consistency.
This work spanned video, static, and long-form audio formats, designed to meet audiences where they were and align messaging to intent. I partnered closely with performance marketing, design, and multimedia teams to balance creative exploration with data-informed decision-making, ensuring each asset served a clear role within the broader growth strategy.
These initiatives reinforced my belief that effective creative is not just aesthetic — it earns attention, builds trust, and performs at scale when systems, teams, and goals are aligned.
AI-Driven Creative Systems
This initiative focused on integrating AI-enabled tools into video, design, and photography workflows to increase creative velocity without compromising brand integrity. Rather than using AI as a novelty, the goal was to establish clear guardrails that allowed teams to scale production responsibly and consistently.
Through this approach, AI-supported workflows enabled evergreen product education and repeatable creative formats across platforms, helping teams move faster while maintaining trust, quality, and narrative clarity.
Product & Feature Storytelling
This body of work focused on translating product launches and feature updates into clear, trust-building visual narratives that supported adoption across marketing, in-app experiences, and internal enablement. The goal was to reduce complexity and help users quickly understand the value of new capabilities within the platform.
I partnered closely with product marketing, design, and motion teams to align creative direction with go-to-market strategy, ensuring consistency across video, static visuals, and UI-based storytelling. This approach allowed product education to scale while maintaining clarity, cohesion, and brand confidence.
Event & Experience Storytelling
This work focused on shaping event-based video experiences that aligned teams, reinforced brand narrative, and elevated key moments across virtual summits, keynotes, and training initiatives. The objective was to ensure events felt cohesive, intentional, and connected to broader company strategy.
Through clear creative direction and cross-functional collaboration, event media supported internal alignment and external credibility while maintaining consistency in tone, pacing, and brand expression across live and recorded formats.