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.”
Strategy · Production Leadership · Systems Design · Global Execution
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.
Before vs After
The roadmap from reactive chaos to proactive governance.
Before
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No workflows
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No SOPs
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No vendor structure
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No measurement
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Feedback chaos
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No legal process
After
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End-to-end production system
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Vendor retainers
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Structured reviews
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Legal workflows
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Performance dashboards
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International production
Production at Scale
Execution Volume
A program designed for repeatable delivery — not one-off projects.
Final Output
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12 Customer Story Productions
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14 Paid Ad Videos
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11 CAB Enterprise Assets
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9 Community Award Videos
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5 Fall Release Assets
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4 Spring Release Assets
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2 International Micro Demos
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50+ Total Assets Delivered
Repurposed Assets
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Customer Stories
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Paid Ads
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Enterprise/CAB
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Awards/Community
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Launch Assets
International Expansion
UK Production Sprint
In one week across London and Manchester, led production of eight customer stories under compressed timelines, maintaining brand and compliance standards.
Managed full lifecycle
Candidate sourcing • Pre-production documentation • On-site directing • Post-production delivery
Leadership under pressure
Coordinated multiple stakeholders, vendors, legal and review paths while delivering a cohesive narrative system.
Operational Challenges Solved
Problem → System → Outcome
Vendor Issues
Ad hoc delivery and inconsistency
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Retainer model + accountability
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Predictable delivery
Stakeholder Chaos
Feedback loops and delays
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Structured review process
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Faster production
Legal Complexity
Claims risk and uncertainty
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Claims workflow
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Reduced risk
No Measurement
No performance visibility
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Tracking dashboards
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ROI visibility
Performance Highlights
Proof of Impact
Customer stories consistently exceeded benchmarks across reach and retention.
Organizational Impact
Shifted Video from Ad Hoc to Strategic Program
Enabled sales with proof-driven storytelling assets. Integrated video into GTM and product launches. Established scalable international production systems with repeatable workflows, reviews, and measurement.