THE WORK

Challenge: Smart founders often start companies based on a discovery and either passion or knowledge. This startup combined all three attributes between its two founders and brought tremendous energy and know-how to an industry. Through testing and insight, new opportunities for expansion and repositioning arose. As a leader, I had to act quickly and shift gears, combining strategy with hands-on execution and resource gathering.

Solution:  To tackle these challenges, I employed a range of problem-solving tools and a flexible mindset. I distilled our value proposition to a few lines and created a consumer and agent-facing brand position with audience and influencer resonance. This position had a strong human center that considered the pain points of our audience and creative ideas for bringing unique value to the market in a differentiating way.

As we learned more from brokerages in the current climate, we pivoted to a more product-focused strategy. I developed multiple messaging frameworks across several audiences in a variety of white label branding formats, working with designers, accounts, and sales teams.

My work included:

• Marketing leadership
• Brand strategy development, including audience, messaging, and story
• Planning, hiring, budgeting, and managing digital marketing, social media, designers, photographers, videographers, and vendors
• Writing and content creation for web copy, landing pages, one-pagers, training guides, email flows, social media campaigns on TikTok, YouTube, and Instagram, interview questions for HouseAmp Conversation Podcast Series, and platform emails
• Creative direction, bringing on and working with designers on a new pitch deck and sales materials
• PR, including press releases and management
• Event planning, including signage, swag, messaging, and list building activities.