CORE SKILLS
Content Systems & Strategy
- Design and lead scalable content systems that align strategy, execution, and business outcomes across the customer journey.
- Build education-driven content based on the flywheel system and the three pillars of content that reduces confusion, strengthens trust, and prepares audiences to act when ready.
- Use performance signals to refine direction, improve lead quality, and support long-term conversion without reliance on short-term tactics.
Leadership & Operations
- Lead and scale in-house content functions by setting standards, priorities, and sustainable execution rhythms.
- Coach and develop creative teams in strategic thinking, clarity of communication, and consistent execution.
- Partner cross-functionally with marketing, leadership, and stakeholders, making operational decisions that balance quality, speed, and scale as teams and scope grow.
Content Development & Distribution
- Translate business objectives into clear, audience-aligned narratives, scripts, and formats designed for understanding and retention.
- Package and position content for discoverability and comprehension, using titles, thumbnails, framing, and platform-native delivery.
- Design repurposing systems and sustainable cadences that extend long-form content into high-impact short-form and supporting assets over time.
Video & Media Execution
- Lead end-to-end video production across short and long-form formats, from planning and filming through post-production.
- Execute multi-camera and studio workflows for efficiency, consistency, and high-volume output.
- Built the brand's entire motion graphics system from scratch, and apply sound design, color, and on-camera craft intentionally to support clarity, retention, and trust.
Technical & Tooling
- Advanced video editing and post-production using industry-standard tools across short- and long-form formats.
- Content distribution, analytics, and performance review across major social platforms, email, and web.
- Workflow, systems, and production infrastructure supporting efficient, high-volume media operations.
Research, Optimization & AI Enablement
- Monitor platform changes, distribution mechanics, and best practices to keep content systems current and effective.
- Test and adopt emerging tools and workflows to improve speed, consistency, and scalability across content operations.
- Apply AI-assisted workflows to support ideation, scripting, editing acceleration, and analytics review, using data and insight to guide iteration and build repeatable frameworks without replacing human judgment.
Brand and Visual Design
Build brand standards, style guides, and visual identity systems that hold across platforms. Design motion graphics, templates, and on-brand assets from scratch. Apply graphic design, layout, typography, and color to support clarity, comprehension, and trust.
Web and Digital Builds
Design and build custom websites, marketing funnels, and pricing and checkout pages tied to live Stripe products and services. Build CMS and course platforms, and community and civic sites, from the ground up. Handle the full build from brand and structure through launch.
PROFESSIONAL EXPERIENCE
Video Department Manager
Shabby Fabrics — Post Falls, ID
April 2023 – Present
- Lead content and media operations across two departments, video and photography, directing the video editing team and overseeing four photographers, having built the function and its systems from a single seat.
- Built and run the production operating system: a 7-phase pipeline, a 35-page SOP, a team wiki, ClickUp project management, and review and QC cycles with KPI tracking, plus the brand's motion graphics system built from scratch.
- Own the company's YouTube channel end to end (content strategy, packaging, analytics, and competitive research), authored a data-driven, multi-platform content growth strategy now rolling out with the GM, and presented a YouTube optimization plan to executive leadership.
- Tied content to business outcomes: video assets are reused across email, product pages, and seasonal campaigns, with featured products often selling out quickly after launch.
- Developed the brand's paid media creative strategy, a Hook, Body, CTA ad framework with multiple archetypes for cold audiences.
- Extended the same systems approach to the photography team: ran a team-wide skills and workflow assessment, authored a current-state documentation model, and built a 30/60/90 path-forward plan.
- Lead the people-operations lifecycle, hiring, onboarding, reviews with compensation input, and a documented career path, and produced a recruiting video that filled swing-shift roles in about two weeks.
Platforms: YouTube, Instagram, Facebook, LinkedIn, email, analytics, paid campaigns
Founder / Editor / Director
Apollos Griffin Studios — Coeur d'Alene, ID
January 2024 – Present
- Designed and implemented content systems that position video as a repeatable business asset, supporting education, brand credibility, and conversion rather than one-off creative output.
- Partnered with organizations and business leaders to align content strategy with real audience needs, business goals, and revenue considerations, particularly in evolving or under-defined content functions.
- Led end-to-end video initiatives across short- and long-form formats, ensuring strategic intent, message clarity, and consistency from concept through delivery.
- Collaborated directly with clients to test formats, refine messaging, and evaluate performance signals, using insight to improve engagement, trust, and downstream outcomes.
- Provided creative direction across commercial, branded, and narrative projects, including strategic UGC for ads, product pages, and lifecycle marketing.
- Design and build client websites, marketing funnels, and pricing and checkout pages tied to live Stripe products and services, handling the full build from brand and structure through launch.
- Built the Cliff Cannon neighborhood website from the ground up for a Spokane community initiative: met with the neighborhood board and stakeholders, including the fire department, ran brand and audience discovery, and delivered a public site of community events and local resident resources.
(Formerly Apollos Imaging LLC; rebranded as scope expanded from production to strategy-led content systems.)
Photographer / Videographer
Apollos Imaging LLC — Spokane, WA
2015 – 2024
- Founded and operated a photography and videography business serving weddings, real estate, and small businesses throughout the Inland Northwest.
- Delivered cinematic photo and video solutions with a strong emphasis on storytelling, client experience, and repeatable quality.
- Trained and mentored 25+ creatives and 6 entrepreneurs in media production, branding, and business operations.
- Social Media Platform Management YouTube, Facebook, Instagram, Threads, TikTok, LinkedIn, X, email, Google Analytics, Ad Campaigns
- Built a referral-driven client base through consistent execution, reliability, and relationship-focused service.
- Evolved the business into Apollos Griffin Studios, expanding from project-based production into strategy-driven video systems to meet increasing demand for higher-impact work.
Want To See More?
Here are links to my website, showreels ( including the one for Shabby Fabrics ), my Youtube Channel, and more.
YouTube
Apollos Griffin | CONTENT STRATEGY
On this channel, I break down how video and content systems can: - Build trust with viewers over time - Generate better-prepared, qualified leads - Support conversion by reducing confusion before a buying decision Scale without relying on hero-mode or constant reinvention
I build content functions, strategy, and systems from the ground up, and I lead the teams that run them. Over eleven years across video, content, and media operations, including a 492,000-subscriber YouTube channel that is the second-largest in its niche.