Become a Partner Campaign (2025)
Objective
Launch a multi-channel campaign to engage prospective mortgage brokers and drive them to become approved partners with the lender.
Launch a multi-channel campaign to engage prospective mortgage brokers and drive them to become approved partners with the lender.
Strategy
Design an integrated campaign leveraging email drip marketing, paid social media ads, and account-based marketing (ABM). Messaging emphasized the advantages of partnership, including competitive rates, dedicated support, and streamlined processes. Target accounts were segmented by broker size, geography, and production potential in collaboration with the sales team.
Design an integrated campaign leveraging email drip marketing, paid social media ads, and account-based marketing (ABM). Messaging emphasized the advantages of partnership, including competitive rates, dedicated support, and streamlined processes. Target accounts were segmented by broker size, geography, and production potential in collaboration with the sales team.
Execution
The campaign delivered a four-part email drip series built in the CRM, with content tailored to broker needs at different stages of the decision process—from initial awareness of partnership benefits to detailed application guidance. Paid social media ads were precisely targeted by role, region, and production level, ensuring outreach reached only the most qualified prospects. ABM strategies reinforced this precision, with personalized content and coordinated outreach directed at top-tier accounts. All engagement funneled into a dedicated “Become a Partner” landing page, optimized to capture leads and streamline the application process.
The campaign delivered a four-part email drip series built in the CRM, with content tailored to broker needs at different stages of the decision process—from initial awareness of partnership benefits to detailed application guidance. Paid social media ads were precisely targeted by role, region, and production level, ensuring outreach reached only the most qualified prospects. ABM strategies reinforced this precision, with personalized content and coordinated outreach directed at top-tier accounts. All engagement funneled into a dedicated “Become a Partner” landing page, optimized to capture leads and streamline the application process.
Results
The campaign achieved an overall average 29.6% email open rate, exceeding industry benchmarks and signaling strong broker interest. Paid social media ads and ABM outreach consistently attracted qualified traffic to the landing page, with prospects demonstrating clear intent to learn more about partnership opportunities. Early indicators showed stronger engagement from priority accounts, helping the sales team accelerate conversations and move high-value brokers toward approval.
The campaign achieved an overall average 29.6% email open rate, exceeding industry benchmarks and signaling strong broker interest. Paid social media ads and ABM outreach consistently attracted qualified traffic to the landing page, with prospects demonstrating clear intent to learn more about partnership opportunities. Early indicators showed stronger engagement from priority accounts, helping the sales team accelerate conversations and move high-value brokers toward approval.
Video Interview Series (2025)
Objective
Produce and launch a video campaign designed to build brand awareness and increase understanding of the company’s Non-QM product set. The primary goal was to educate prospective brokers on product features, borrower fit, and the streamlined process, while positioning the company as a market leader in the Non-QM space.
Produce and launch a video campaign designed to build brand awareness and increase understanding of the company’s Non-QM product set. The primary goal was to educate prospective brokers on product features, borrower fit, and the streamlined process, while positioning the company as a market leader in the Non-QM space.
Strategy
Develop a thought-leadership video series featuring Regional Vice Presidents (RVPs) and the Chief Product Officer (CPO). Each interview highlighted product advantages, common borrower scenarios, and the ease of using Non-QM solutions. The campaign was designed to blend education with brand positioning, reinforcing credibility while expanding broker knowledge of lending opportunities.
Develop a thought-leadership video series featuring Regional Vice Presidents (RVPs) and the Chief Product Officer (CPO). Each interview highlighted product advantages, common borrower scenarios, and the ease of using Non-QM solutions. The campaign was designed to blend education with brand positioning, reinforcing credibility while expanding broker knowledge of lending opportunities.
Execution
The video series was directed, filmed, and produced entirely by myself in-house. Responsibilities included staging, lighting, filming, audio setup, and post-production editing to create professional long-form content, with each video running 10+ minutes. The interviews were distributed across the company’s website, social media channels, and email campaigns to maximize reach and engagement. Supporting content was created to drive traffic to the videos and encourage deeper broker education on Non-QM products.
The video series was directed, filmed, and produced entirely by myself in-house. Responsibilities included staging, lighting, filming, audio setup, and post-production editing to create professional long-form content, with each video running 10+ minutes. The interviews were distributed across the company’s website, social media channels, and email campaigns to maximize reach and engagement. Supporting content was created to drive traffic to the videos and encourage deeper broker education on Non-QM products.
Results
The campaign successfully increased product awareness, with brokers engaging in longer-form video content and demonstrating stronger familiarity with Non-QM solutions.
The campaign successfully increased product awareness, with brokers engaging in longer-form video content and demonstrating stronger familiarity with Non-QM solutions.
View the clips of the interviews below. The full interview can be found here: Interview 1 / Interview 2 / Interview 3
Sales Account Executive Recruiting Campaign (2025)
Objective
Launch an ongoing multi-channel campaign to attract and recruit top Sales Account Executives.
Launch an ongoing multi-channel campaign to attract and recruit top Sales Account Executives.
Strategy
Develop an integrated campaign leveraging email, LinkedIn CPC ads, and website traffic. Messaging highlighted company culture, career benefits, and employee testimonials. The target audience was defined through marketing data in collaboration with the recruiting team.
Develop an integrated campaign leveraging email, LinkedIn CPC ads, and website traffic. Messaging highlighted company culture, career benefits, and employee testimonials. The target audience was defined through marketing data in collaboration with the recruiting team.
Execution
The campaign included a four-part email drip series built within the CRM, featuring employee testimonials and career growth opportunities. Deployment was automated based on engagement triggers and system logic to maximize reach and efficiency. On LinkedIn, carousel ads with compelling copy and visuals were designed to capture attention and drive clicks from the defined target audience. Website traffic was directed to optimized landing pages, ensuring a seamless user journey and increasing the likelihood of conversions.
The campaign included a four-part email drip series built within the CRM, featuring employee testimonials and career growth opportunities. Deployment was automated based on engagement triggers and system logic to maximize reach and efficiency. On LinkedIn, carousel ads with compelling copy and visuals were designed to capture attention and drive clicks from the defined target audience. Website traffic was directed to optimized landing pages, ensuring a seamless user journey and increasing the likelihood of conversions.
Results
The campaign generated a 138.7% increase in career page views, along with a notable lift in form submissions and job applications. The recruiting team also reported higher applicant quality and a stronger overall pipeline.
The campaign generated a 138.7% increase in career page views, along with a notable lift in form submissions and job applications. The recruiting team also reported higher applicant quality and a stronger overall pipeline.
Landing Page Engagement Campaigns (2019 – Present)
Objective
Develop a series of high-performing landing pages to support multiple marketing campaigns, drive user engagement, and generate leads through downloads, forms, and content interactions.
Develop a series of high-performing landing pages to support multiple marketing campaigns, drive user engagement, and generate leads through downloads, forms, and content interactions.
Strategy
Design and implement landing pages tailored to specific campaign goals, ranging from product launches to client resource hubs. Each page was built to align with campaign messaging, encourage conversions, and integrate automated triggers for notifications and workflows within the CRM.
Design and implement landing pages tailored to specific campaign goals, ranging from product launches to client resource hubs. Each page was built to align with campaign messaging, encourage conversions, and integrate automated triggers for notifications and workflows within the CRM.
Execution
Over the course of several years, I created and managed multiple landing pages to support strategic initiatives across product launches, partner engagement, and client enablement. The Partner With Arc page was designed as a prospect-facing resource, showcasing the advantages of partnership and providing streamlined access to applications. For the HomeEQ site, I developed a dedicated B2B landing page to highlight the Home Equity Line of Credit (HELOC) product, with messaging tailored to educate brokers and drive partner sign-ups. The White Label Marketing page was built as a client resource hub, offering customizable marketing materials to support broker growth, fully designed, coded, and maintained in-house. Additionally, the Non-QM Scenarios page was created as an educational tool, outlining borrower types and scenarios best suited for Non-QM products, helping brokers quickly identify fit and build confidence in presenting these solutions to clients. Each landing page was optimized for clarity, usability, and lead generation, ensuring alignment with campaign goals and sales team priorities.
Over the course of several years, I created and managed multiple landing pages to support strategic initiatives across product launches, partner engagement, and client enablement. The Partner With Arc page was designed as a prospect-facing resource, showcasing the advantages of partnership and providing streamlined access to applications. For the HomeEQ site, I developed a dedicated B2B landing page to highlight the Home Equity Line of Credit (HELOC) product, with messaging tailored to educate brokers and drive partner sign-ups. The White Label Marketing page was built as a client resource hub, offering customizable marketing materials to support broker growth, fully designed, coded, and maintained in-house. Additionally, the Non-QM Scenarios page was created as an educational tool, outlining borrower types and scenarios best suited for Non-QM products, helping brokers quickly identify fit and build confidence in presenting these solutions to clients. Each landing page was optimized for clarity, usability, and lead generation, ensuring alignment with campaign goals and sales team priorities.
Results
These landing pages became central touchpoints in lead generation and client engagement campaigns. They streamlined resource distribution, improved onboarding experiences, and strengthened partner acquisition efforts. Each page provided measurable engagement through downloads, form submissions, and CRM-triggered workflows, reinforcing campaign effectiveness and conversion opportunities.
These landing pages became central touchpoints in lead generation and client engagement campaigns. They streamlined resource distribution, improved onboarding experiences, and strengthened partner acquisition efforts. Each page provided measurable engagement through downloads, form submissions, and CRM-triggered workflows, reinforcing campaign effectiveness and conversion opportunities.
View the pagess:
Website Revamp (2023)
Objective
Redesign and modernize the Arc Home LLC website to improve usability, enhance the customer journey, and deliver a more engaging and user-friendly experience.
Redesign and modernize the Arc Home LLC website to improve usability, enhance the customer journey, and deliver a more engaging and user-friendly experience.
Strategy
Develop a comprehensive website revamp plan focused on creating a modern visual identity, improving navigation, and aligning page structures with user needs and business objectives. The goal was to streamline the flow of information, increase accessibility, and present a consistent, professional brand image across all pages.
Develop a comprehensive website revamp plan focused on creating a modern visual identity, improving navigation, and aligning page structures with user needs and business objectives. The goal was to streamline the flow of information, increase accessibility, and present a consistent, professional brand image across all pages.
Execution
Oversaw the complete redesign and build of the website, transforming outdated layouts into a modern, responsive design. Reorganized page flows and site architecture to enhance usability and ensure intuitive navigation. Implemented updated branding elements, refined visuals, and optimized content to better showcase products and services. Utilized HTML and CSS for customizations, incorporated best practices in UI and UX design, and aligned the overall strategy to marketing goals.
Oversaw the complete redesign and build of the website, transforming outdated layouts into a modern, responsive design. Reorganized page flows and site architecture to enhance usability and ensure intuitive navigation. Implemented updated branding elements, refined visuals, and optimized content to better showcase products and services. Utilized HTML and CSS for customizations, incorporated best practices in UI and UX design, and aligned the overall strategy to marketing goals.
Results
The revamped website delivered a significantly improved user experience, providing clearer navigation and a more modern design that increased engagement across key pages. The refreshed platform strengthened Arc Home’s digital presence and provided a scalable foundation for future marketing campaigns.
The revamped website delivered a significantly improved user experience, providing clearer navigation and a more modern design that increased engagement across key pages. The refreshed platform strengthened Arc Home’s digital presence and provided a scalable foundation for future marketing campaigns.
Want to learn more about my experience?
Contact me
Thank you!
