Marketing portfolio

I've sold it, I've marketed it, and I've already started on yours.

$2 million in combined online sales from my own ecommerce business. Social, content and video for a growing local brand. And a full set of campaign work for Caviar Star, built before anyone asked.

01How I've marketed 02How I market now 03How I can market for you 04What I use
Drag to spin · Scroll or pinch to zoom

Shopify-ready. The same file (caviar-star-tin.glb, real-world scale: a 100 mm tin) uploads to any Shopify product as 3D media. Shopify then shows it with spin and zoom on the product page and "View in your space" AR on phones.

$2Min combined online sales
24,000 lbof used books processed every week
6M+Facebook views in 90 days for Calling All Dogs
181Caviar Star products rebuilt in 3D

Amazon Pro Seller 5+ years & eBay Top Rated Seller 5+ yearsOther platforms include Shopify, WooCommerce, Etsy, AbeBooks, Alibris and Bonanza.

01 · How I've marketed

Results I've been accountable for

I've run the store, the listings and the content myself, so I know what makes someone actually click "buy." These are the numbers I was measured on.

$2MIn combined online sales from my own ecommerce company
24,000 lbOf used books processed every week
5+ yearsAs an Amazon Pro Seller and an eBay Top Rated Seller
80+Real estate and lake community websites managed for a real estate brokerage
10,000+Monthly visitors to the Candlewood Lake Life blog I wrote
75%Of priority keywords on page one of Google
02 · How I market now

Calling All Dogs

InstagramFacebookVideoEmailWebsiteAnalytics

I run marketing for Calling All Dogs, a dog training business in Rochester, New York, led by certified behavior consultant Tori Ganino. I handle the social calendar, the content and the systems behind it.

Instagram I run → Facebook page I run →
Last 90 days · from Meta's own insights

Short-form video is doing the heavy lifting: almost all of it is Reels, and almost all of it reaches people who don't follow yet.

Facebook6,069,904views ↑ 92%
Facebook3,063,2543-second views ↑ 90%
Facebook1,117 daysof total watch time ↑ 102%
Instagram1,054,725account views
Instagram99.4%of views from non-followers
Instagram99.6%of views from Reels
Title slide: Understanding Dog Behavior with Tori Ganino
Animated slide comparing aggression and reactivity
Slide on breed history and purpose with a beagle photo
Slide: the label is the starting point, not the whole story
Slide: be kind to yourself
Calling All Dogs end card

From slide deck to video course

Tori had a static slide deck. I turned it into a narrated, animated video series in her brand colors, with every animation timed to her recorded voice, so it can be sold as an online course.

A visual system that scales

The same icons, photo treatments and layouts run through every chapter. New lessons can drop in without a redesign, and the cut-downs work as social clips.

Built around feedback

Each chapter went through rounds of notes with the client, from renaming the course to cutting a slide that didn't land. I kept the script doc as the single source of truth.

The tool behind it

A marketing dashboard I built for the business

Instead of juggling six logins, everything we need to plan, post and measure lives in one place.

I use its real-time analytics to steer the social calendar. When a Reel takes off, I see which hook, topic and posting time drove it, and the next week's content doubles down on that. When something flops, it comes off the calendar. Every post choice is backed by our own numbers, not guesswork.

  • A content calendar with drafts, approvals and scheduled posting to Facebook, Instagram and Pinterest
  • Google Analytics and Search Console reporting, pulled in live
  • Best times to post, based on our own audience data
  • Competitor ad research and Google Business Profile tracking
  • An AI assistant that drafts captions in the brand voice for review
  • A weekly to-do list that explains each fix and applies SEO changes to WordPress in one click
1:39runtime
Know · Plan · Create · Growthe four parts of the product
Directed by mebuilt with AI video tools
The launch film I made for the dashboard, told through a real week at Calling All Dogs.
03 · How I can market for you

The Caviar Star Showcase

Every product in the shop rebuilt in 3D, your story told as a film, a guide to every caviar you sell, sale ads for social, and a tool to make the next ones yourself.

How I made it. I directed this work and built it with AI tools, starting from your website, your product photos, your catalog and your blog. I set the story and the look, checked every price and fact, and reviewed every scene. I didn't shoot any of it. That's the point: this is what I can do from your website alone. With the real product in your building, it gets better.
A balsamic box turning in the light
181 loops

Turntables

A ten-second loop of every product turning in the light, ready for product pages, ads and Stories.

See the turntables ↗
The Ad Studio controls beside a live preview
Self-serve

The Ad Studio

Pick any product and size, it pulls the live price, you write the headline, and it exports the video in all three sizes. The next sale takes minutes, not a designer.

Open the studio ↗
Open the full showcase, every piece in high quality ↗Includes six fixes I found on caviarstar.com while building it.
Spec brand film · 1:40 · vertical

Great Atlantic

From the cold waters off Portland, Maine to the world's rarest caviar. The founders' story told with their own photographs, then the range beyond caviar, then the tin opening.

Cut 9:16 for Reels, TikTok and Stories, where most people will see it.

9:16 · Stories
4:5 · Feed
1:1 · Square
Dynasty Royal Osetra
Premier Kaluga Hybrid
Caviar gift box
Horn spoon
Black truffle breakings
50-year balsamic

Six of the 181 turntable loops. Each one is ten seconds and ready for a product page or an ad.

Content strategy · proposal for Caviar Star

The Test-and-Scale UGC System

Build Caviar Star's own channels with real-person video. Let performance pick the winners. Put ad spend only behind what has already proven it works.

Caviar intimidates people. A real person tasting it on camera fixes that faster than any polished ad.

It's expensive, it comes with rules, and most shoppers worry about doing it wrong. User-generated content (UGC) is short, phone-shot video of real people using the product. It feels native on TikTok and Instagram, and it builds trust because it doesn't look like an ad.

Caviar Star also has a story most food brands would love to have: a family business since 1991, started by a husband-and-wife diving team. That story lands best in the casual, first-person style these platforms reward.

Timing helps. The holidays and New Year's Eve are peak caviar season. A system that starts now has proven ads ready to scale by December.

  1. 1

    Produce in batches

    8 to 12 short videos per cycle across several concepts and opening hooks. Phone-shot, natural light, real reactions.

  2. 2

    Post on your own channels

    TikTok and Instagram, 3 to 5 posts a week. The brand owns the content and the audience it builds.

  3. 3

    Give every video a fair test

    Each batch gets a small paid test budget, so we get clean data in days instead of weeks.

  4. 4

    Scale the winners

    Videos that beat the batch average on hook rate and watch time get real ad spend. The rest get cut.

  5. 5

    Learn and repeat

    Each batch builds on the hooks, formats and products that won last time. Every cycle gets sharper.

What counts as a winner

Hook rate
Share of viewers who watch past the first 3 seconds.
Watch time
Average seconds watched and completion rate.
Saves & shares
The strongest organic signal. People keep and send what's useful or fun.
Click-through
How many viewers leave the video to visit the store.
Cost per purchase
Once a video has spend behind it, this decides whether it keeps running.

First batch: seven concepts

First taste
A newcomer tries caviar on camera for the first time. The honest reaction does the selling.American Wild Hackleback
How to actually eat it
Why a mother-of-pearl spoon, how much to take, what to drink with it.Serving pieces and spoons
Beyond the blini
Caviar on kettle chips, deviled eggs, scrambled eggs, a baked potato.Roe range and blinis
From the source
The family, the diving roots, how caviar is graded and packed in Ocean Isle Beach.The family and the facility
Is it worth it?
A side-by-side tasting of three tiers, with plain talk about what the extra money buys.Hackleback, Siberian, Osetra
The gift that impresses
Unboxing a gift set for a holiday host or an anniversary. Built for Q4.Gift sets
Caviar myths
Quick, punchy corrections of what people get wrong. Cheap to make and very shareable.Education

Where the content comes from

In-house

I film and edit the core batches. Fast, low-cost, on-brand.

UGC creators

Paid per video for footage the brand posts and runs as ads.

Customers

Reaction clips and reviews from real buyers, reshared with permission.

Anything run as a paid ad gets written usage rights. Paid creator content is never presented as an unpaid customer review.

First 90 days

Days 1 to 30
Audit the current channels, set up tracking, film and post the first batch.
Days 31 to 60
Read the results, scale the first winners, film batch two around the winning hooks. Holiday gifting content goes live.
Days 61 to 90
Peak-season push on proven ads. A monthly report to the owners: what worked, what it cost, what's next.
Campaign plan · Spec work

The Osetra Hour

A fall entertaining campaign built from one sentence, carried across Instagram, TikTok, Pinterest, email and an in-store event.

The brief
We want to feature Osetra caviar for fall entertaining. Straight from the Great Atlantic job post. Here's what I'd bring back for review.
The big idea

“The Osetra Hour”

Fall hosting has a moment everyone loves: the half hour before dinner when guests arrive, coats come off and someone opens something good. We give that moment a name and put a tin of Osetra at the center of it.

It's a name people can say, a hashtag they can use and a ritual that repeats every weekend from October to New Year's. It also points straight at a product to sell: the Osetra Hour kit.

Overhead view of an autumn dinner table with a caviar service at the center
01

Make it approachable

Caviar on kettle chips, crispy potatoes and deviled eggs. Show that Osetra belongs at a Friday get-together, not only at a gala.

02

The host's playbook

Answer the questions hosts actually Google: how much per guest, what to serve it on, what to pour. Useful content gets saved and shared.

03

Gift the season

Hand off from hosting to gifting in November, so the campaign carries straight into holiday sales instead of stopping.

Instagram: the first nine

Tap a post to see the caption and why it's there. The grid is planned to read as one story at a glance.

Short-form video: three Reels & TikToks

Each one opens on a hook in the first second, gets shot in a single afternoon and gets cut down for Stories.

Kettle chips topped with crème fraîche and caviar
Ranking the least fancy things to put caviar on

“Caviar on…, ranked”

A trend format that sells with humor. High-low pairings make Osetra feel fun and get comments arguing about the ranking.

  • Hook text over a chip held up to camera
  • Five fast tastes: kettle chip, tater tot, deviled egg, smashed potato, blini
  • Final pick revealed with a spoon to camera
  • End card: “Which one are you serving?”
Macro of osetra caviar on a mother-of-pearl spoon
POV: it's 6pm and your guests are early

Setting the Osetra Hour

Quiet ASMR: ice crunching, the tin opening, a cork popping. No voiceover, so it plays on mute and loops cleanly.

  • Ice poured into a bowl, close and loud
  • Tin lid lifted, slow push in
  • Mother-of-pearl spoon, one scoop
  • Doorbell. Cut to black with the title.
Deviled eggs topped with caviar
How much caviar do I need for 8 people?

Host math

Talking-head plus overhead B-roll. Answers a real question and drives straight to the right tin size.

  • Question on screen, said to camera
  • The rule of thumb, with the tins lined up on the counter
  • Three ways to stretch a tin across a party
  • “Save this for your next dinner party”

Email: the launch send

Laid out the way it would be built in Klaviyo: one idea, one main button and a useful section people keep.

Event & print

An in-store tasting night menu card

The campaign runs in the real world too: a tasting night at the shop, a 5×7 card on every table and a QR code that puts guests on the email list. It's also built to be photographed, so the night turns into content the next morning.

The same layout works as a sell sheet for restaurant and retail partners by swapping the menu for the tin sizes and the ordering info.

Caviar Star presents

The Osetra Hour

A fall tasting · Friday · 5 to 7 pm
Kettle chip & crème fraîche
Osetra, chive
Crispy fingerling
Osetra, smoked salt, dill
Deviled egg
Osetra, lemon zest
Warm buckwheat blini
Osetra, cultured butter
Scan to take the Osetra Hour home · #TheOsetraHour

The first two weeks

Every channel has a job. Social builds interest, Pinterest collects searches, email converts and the event makes new content.

InstagramTikTok / ReelsPinterestFacebookEmailEvent

How I'd know it worked

Saves & shares

The real signal on food content. If people save the host math post, the playbook pillar is working.

Pinterest clicks

Outbound clicks to recipe and product pages through the season.

Revenue per email

Tracked per send in Klaviyo, compared against last fall's promos.

#TheOsetraHour tags

Customer posts we can repost, with permission, to feed the next round.

Unsolicited spec work made for an interview with Great Atlantic Trading. It isn't affiliated with or endorsed by Caviar Star. I made the concept images with AI tools to show the art direction; the final assets would be shot on-site.

04 · What I use

Creative first, technical when it helps.

I've spent 20 years on the web. Running my own store taught me what makes someone buy, and running content for a local business taught me what makes them follow along.

I use AI tools the way a good editor uses a team: I pick the idea, direct the work, check every claim, and nothing goes out until I'd put my name on it. When a tool doesn't exist, like the Ad Studio or the dashboard, I build it.

Social & content

InstagramFacebookPinterestTikTok / ReelsMeta Business SuiteContent calendarsBlogging

Creative

AI image & video toolsClaudeMotion graphics3D product rendersWeb & email designPrint ads

Ecommerce & data

Marketplace sellingProduct listings & pricingGoogle Analytics 4Search ConsoleGoogle Business ProfileSEO
Brief

Who's buying, and the one idea that gets them there.

Plan

A one-page plan and a shot list, back to you for review.

Make

Photos, video, captions, email and graphics, sized for every channel.

Measure

Revenue per email, saves, clicks and units sold, then do more of what worked.

Let's talk

What should we feature next?

Give me the brief. I'll come back with the content, the plan and the numbers I'll measure.

Email me