Product Marketing · Sales Enablement · Brand & Campaign Support · International Expansion
Customer Storytelling
Program
Building Toast’s global video infrastructure from zero to a scalable, data-driven storytelling system. This was not a video production project — it was a total overhaul of organizational storytelling infrastructure.
PRODUCTION
50+
Video Assets Produced
GROWTH
3 → 15
Annual Story Growth
SCOPE
Global
US · UK · Canada · Australia
IMPACT
2–6x
Performance vs Benchmarks
From Zero Infrastructure to Scalable System
When I joined in January 2023, there was no formal production infrastructure — no playbooks, vendor partnerships, review structure, legal coordination, or measurement framework.
In 2023, only three customer stories were completed across the entire year. The business needed more than videos. It needed a system that could support brand campaigns, social, web, and sales enablement simultaneously — and scale across international markets.
I designed and built that system from the ground up: intake, governance, vendor ecosystem, measurement, and narrative frameworks — transforming customer storytelling from an ad hoc request into a core organizational capability.
Before
No workflows
No SOPs
No vendor structure
No measurement
Feedback chaos
No legal process
Before & After
The roadmap from reactive chaos to proactive governance.
After
End-to-end production system
Vendor retainers
Structured reviews
Legal workflows
Performance dashboards
International Expansion
Operating Model
Infrastructure
Built comprehensive playbooks covering intake, narrative development, production standards, legal review, and delivery.
Created structured stakeholder review frameworks to eliminate feedback chaos.
Standardized templates for shot lists, scripts, and briefs.
Vendor Ecosystem
Negotiated retainer partnerships.
Established international partner.
Defined scopes of work, timelines, and accountability structures.
Measurement Framework
Built performance tracking using YouTube, Vidyard, and Heap.
Created dashboards measuring retention, engagement, and funnel impact.
Established baseline performance benchmarks.
Strategic Funnel Design
Defined TOFU vs MOFU strategy.
Designed modular deliverables from every shoot:
Hero brand story
Product variants
Sales cutdowns
Paid social assets
Production at Scale: In 2024 alone
12 Customer Story Productions
14 Paid Ad Videos
11 CAB Enterprise Assets
9 Community Award Videos
5 Fall Release Assets
4 Spring Release Assets
2 International Micro Demos
50+ total assets delivered
International Expansion: UK Production Sprint
To support UK expansion, International PMMs and Sales teams required localized storytelling. In one week across London and Manchester, I led production of eight customer stories.
Managed full lifecycle
Candidate sourcing
Pre-production documentation
On-site directing & Interviewing
Post-production delivery
Executed under compressed timelines, and a low budget while maintaining brand and compliance standards.
Executive positioning.
Shifted video from ad hoc execution into a strategic program.
Enabled sales with proof-driven storytelling assets.
Integrated video into GTM and product launches.
Established scalable international production systems.
Signals leadership maturity.
Expand lifecycle measurement.
Automate workflows.
Introduce AI-assisted production tools.
Embed video deeper into GTM strategy.
