Zero to $3.6M.
Built B2B From Scratch.

Brought in to crack the Higher Ed market — university media labs, libraries, student programs. We executed: campaigns, thought leadership, even a student film contest judged by Arthur Albert, the DP behind Breaking Bad and Better Call Saul. The work was strong. The market wasn’t converting. I pushed for the pivot.

I worked with our data science team to mine the consumer subscriber base by email domain — and found hundreds of broadcast studios and media orgs already using our $99 consumer license for professional work. They’d found us. Competitors had split consumer and professional lines. We had one product that served both and a commercial footprint to prove it. The ICP was right there.

Built and executed a full integrated campaign targeting broadcast and media organizations: ~50 target accounts, LinkedIn ABM (image and video variants), multi-touch phone and email sequences, a dedicated enterprise microsite, Buyer’s Guide eBook, and a sizzle video made entirely from Storyblocks stock — a proof-of-concept baked directly into the campaign.

Landed HBO, Vice, and NBCUniversal at $150K+ ARR each. For context: our core consumer product was $99/year. One enterprise contract was worth more than 1,500 consumer licenses. Beyond the pipeline, the pivot established a repeatable playbook — and the consumer-to-enterprise upsell list converted at significantly higher rates than cold outbound.

Staying close to the market ecosystem is part of the job. What I noticed was a structural gap: there were dozens of stock media providers and a rapidly growing ecosystem of video editing platforms — tools creatives loved for their workflow and UX — but there was no linkage between the two. You'd build your edit, then leave the platform to find a clip, then come back. The experience was broken.

My hypothesis: if we could surface Storyblocks' full library inside these editing platforms via API, we’d reach a dramatically larger end market, make our partners’ products stickier, and create a new revenue stream that didn’t compete with our direct B2C business.

I brought the concept to the CEO and Head of Product. Rather than committing engineering resources upfront, we first validated the idea directly with founders of video editing platforms — asking whether this was a real pain and whether they’d actually integrate it. The signal was strong.

Working closely with the product team, we rapidly productized the API. My role spanned the full lifecycle: market validation, persona definition (Founders and Heads of Product at video editing companies), positioning, and GTM strategy. Then we executed a targeted ABM campaign against a carefully selected list of video platform companies.

When I joined, there was no B2B marketing infrastructure. No marketing automation. No lead scoring. No CRM alignment. Leads from “Contact Sales” forms were sitting for up to 24 hours before an SDR ever saw them — a significant conversion killer, especially for high-intent inbound traffic.

Building a scalable demand gen function meant building the plumbing first: integrating tools, defining workflows, establishing lead scoring logic, and creating closed-loop reporting that tied marketing activity to pipeline and revenue. The goal wasn’t activity. It was efficiency.

I designed and implemented a full marketing tech stack spanning inbound lead capture, CRM, email automation, outbound sequencing, call tracking, and funnel analytics. The centerpiece was a Zapier workflow that triggered an instant Slack notification to the “Hot Leads” channel the moment a prospect submitted a contact form — with full lead details — enabling SDR follow-up in under 10 minutes.

Lead scoring was implemented in HubSpot based on content engagement and site behavior, automatically routing high-intent leads to active outreach and lower-scoring contacts into drip nurture sequences. Funnel metrics were tracked at the campaign level via InsightSquared, giving us the data to optimize continuously rather than guessing.