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

The Situation

TruVideo had strong video adoption across dealer networks. What it didn't have was a scalable way to show what was happening inside those videos: whether technicians followed the inspection process, communicated clearly, and drove the customer approvals that drove 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, validated it with Product, Data, and the founding team, then carried it from source-of-truth messaging into the OEM landing page, 1-pager, five-email campaign, sales enablement, and executive review materials.

The Win

The narrative I built became the source of truth for all VQS sales and partner GTM, validated across 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.

The Situation

Eight weeks out from NADA 2026, six emerging products were in development and the readiness picture was unclear. Some had stable demos. Some did not. Demo flows, ownership, dependencies, and fallback plans still needed structure, and the booth needed a story Sales could actually use live.

The Challenge

The booth had to show innovation without overpromising. With products at different stages of readiness, leadership needed a cohesive narrative that held up whether or not every demo was live, and Sales needed something they could speak to confidently in a high-stakes show environment.

What I Did

I built the demo readiness tracker that defined ownership, timelines, dependencies, risks, and fallback plans across Product, Marketing, Sales, and Tech Support. Then I shaped the booth narrative and demo-station content so the product story held together even as readiness shifted week to week.

The Win

We launched five booth experiences across VQS, RCS messaging, tire scanning, Meta smart glasses, and Snap smart glasses, each with a clear narrative and a fallback path. The structure made the unknowns manageable and the story consistent on the floor.