2021-2022Growth Marketing

Cover App

I ran PR, growth marketing, and video production, building influencer programs with Dave Ramsey and Scotty Kilmer, managing a $1M+ ad budget, and producing a broadcast TV commercial end to end.

I ran PR, growth marketing, and video production, managing a $1M+ ad budget, building influencer programs with creators like Dave Ramsey and Scotty Kilmer, and producing a broadcast TV commercial end to end. Cut CPA by 65% and drove 500K+ app installs.

CompanyCover

ScopePR, Growth Marketing, Video Production, Performance Ads

FunctionPR Manager → Growth Marketing Manager

Timeline2021-2022

Video Production

I Produced a TV Commercial and Multi-Format Ad System

I produced these end to end, scripting, directing, and editing a $50K broadcast spot with cinematographer Steve Condiotti, then repurposing the shoot into platform-specific pre-roll variants for YouTube paid distribution.

YouTube30s • I produced end to end

Cover Insurance | 30s TV Commercial

I scripted, produced, and directed this 30-second broadcast spot, collaborating with cinematographer Steve Condiotti to deliver broadcast-quality execution under tight budget and Covid constraints.

End-to-end ownership: scripting, casting, directing, and post-production.

Wrote the script around direct proof points: "saved 80%" and "30 providers in under 60 seconds."

Balanced price savings with emotional payoff to make insurance feel human.

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YouTube15s • I edited for paid distribution

Cover Insurance | 15s YouTube Pre-Roll (Cut A)

I re-edited the broadcast spot into a tighter paid-media cut, front-loading the value proposition for skippable pre-roll. Platform-specific pacing, not just a trim of the TV spot.

Designed the hook specifically for YouTube pre-roll skip behavior.

Kept the core product message while compressing to 15 seconds.

Part of my system: one shoot, multiple platform-specific outputs.

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YouTube15s • Alternate cut I produced

Cover Insurance | 15s YouTube Pre-Roll

I created this alternate pre-roll variant with a different hook, shifting from comparison speed to a family-time framing. Built for A/B testing across paid channels.

Wrote a different emotional hook to test against the rational version.

Shows my approach: one production repurposed into multiple creative angles for testing.

Cleaner CTA I wrote: "Save money. Get covered."

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Growth System

I Built the Growth Engine, Not Just the Ads

I connected PR, influencer partnerships with Dave Ramsey (2.4M subscribers) and Scotty Kilmer (5M subscribers), a $1M+ ad budget, and performance creative into one growth system, driving 500K+ installs and cutting CPA by 65%.

Campaign StrategySystem I built

My multi-format production system

I built a production pipeline where one shoot supported multiple placements, a 30-second broadcast spot plus two 15-second YouTube variants, preserving message consistency while adapting by format.

Designed the shoot to produce 3 distinct outputs from a single production day.

Managed the full pipeline from scripting through final delivery across formats.

Maximized a constrained budget without making the work feel constrained.

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Consumer MessagingMessaging I wrote

Consumer messaging I developed

I developed the core consumer messaging: compare dozens of providers quickly, save money, get time back. I framed the product through outcomes, not insurance jargon, and that messaging carried across every channel.

Wrote the messaging framework that unified TV, pre-roll, creator, and paid channels.

My pivot to authentic user testimonial content cut CPA by 65%.

Tied earned media, creator partnerships, and performance creative to one simple promise.

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The Outcome

Drove 500K+ app installs through creator and affiliate programs, cut CPA by 65% through creative and targeting pivots, and secured consistent earned media in TechCrunch and Forbes.

Next Project

Brand Socials

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