Context is everything.
I find it, shape it,
and build the product marketing around it.

The Situation

TruVideo had strong video adoption data. What it didn't have was a way to measure what was actually happening inside those videos at scale, and whether technician behavior was driving or killing revenue.

The Insight

The customer success team was already manually scoring videos for struggling dealers. The data kept pointing to the same thing: when technicians showed and explained service items, customers approved them. Filters had a 25% take rate when properly presented. They were being shown in only 6% of inspections. Across 200K monthly repair orders, that gap represented $3M in untapped monthly revenue. The problem wasn't video adoption. It was execution quality.

What I Did

I repositioned VQS from a scoring model into a revenue narrative. Dealers scoring 80+ generated $59 more per repair order. Only 1 in 10 dealerships hit that threshold, which meant the gap was the story. I facilitated CEO-level positioning sessions to align on the core narrative, then translated the data into a business case used in OEM executive conversations, enterprise sales, and partner GTM.

The Win

The narrative I built became the source of truth for all VQS sales and partner GTM, validated across 300K+ videos, 20 OEMs, 800 dealerships, and 7,700 technicians. It contributed directly to securing a pilot with a top U.S. automotive retailer and gave the sales team a revenue story that actually closed conversations.

The Situation

TruVideo had a proven video platform in automotive and multiple ways for partners to integrate it: API, low-code, no-code, and white label. The opportunity was to take that technology into new markets. The GTM did not exist.

The Strategic Call

With multiple integration paths available, the decision was to lead with the Mobile SDK. It was the highest-leverage entry point for new markets and new partner types who needed a turnkey embedded solution, not a custom build.

The Challenge

This wasn't a dealer audience or an OEM audience. It was product leaders, technical evaluators, and business decision-makers at CRM platforms, DMS companies, and enterprise software partners. Completely different buyers, different language, different objections, and nothing existed to speak to them.

What I Built

The entire commercial foundation from scratch: positioning and messaging framework, persona-specific copy for executives and technical teams, FAQs segmented by buyer type, feature-function-benefit architecture, sell sheets, and partner-ready copy blocks across multiple formats. Then repeatable partner kits for individual integrations, starting with a major automotive CRM platform. Each kit included external dealer-facing collateral, internal sales talk tracks, proof points, and brand messaging tailored to that partner's audience and workflow.

The Win

The SDK launched with a complete GTM stack ready for partner conversations. Dealers using one major CRM integration saw close rates improve from 9% to 14%. The framework I built became the repeatable template for every SDK partner that followed, meaning the work compounded.