Focus
Content strategy, content systems, and strategic video leadership that support trust, qualified demand, and long-term business growth. On-camera experience is used intentionally to reinforce clarity and credibility, not as the primary value.
Purpose
This page provides a concise, evidence-based snapshot of how I design and lead content systems that treat video as business infrastructure. It highlights the strategic thinking, execution leadership, and real-world outcomes behind my work, so employers can quickly understand how I create clarity, consistency, and measurable impact through content at scale.
This work reflects my approach to using content as a business system, not just as creative output. I’m drawn to roles where content is expected to educate, build trust, and support real decision-making, rather than exist for visibility alone.
I operate as a content systems leader who is comfortable moving between strategy, execution, and leadership. While I have strong on-camera experience and use it when it adds clarity or credibility, my primary focus is designing and guiding content ecosystems that work at scale.
Across both internal leadership roles and independent work, I’ve built and led content operations centered on consistency, clarity, and trust. I’m particularly interested in how content functions across the full customer journey, how it prepares audiences, reduces friction, and supports confident action over time.
This section is intended to give a practical sense of how I think, how I work, and how I approach content as infrastructure that drives measurable outcomes, not just individual pieces of media.
Role: Video Department Manager (Employee)
Timeframe: April 2023 – Present
When I joined Shabby Fabrics, the video department was actively producing content, but the operation lacked consistent workflows, shared standards, and long-term scalability. The team was capable, but execution depended heavily on individual effort rather than repeatable systems.
My initial focus was to bring structure, clarity, and reliability to the video function so the team could operate more efficiently while maintaining quality and brand consistency.
- Established clear production workflows and shared standards to improve consistency and execution confidence
- Developed production templates and reusable assets to reduce friction and increase throughput
- Helped shape a functional studio environment with improved audio quality and technical reliability
- Built systems capable of supporting daily deliverables alongside longer-term campaigns
- Created standards that allowed the team to move faster without relying on hero-mode execution
Shabby Fabrics is a long-established brand with deeply rooted processes and a conservative approach to change. While this creates stability, it also places practical limits on how quickly new formats, platforms, and optimization strategies can be explored.
Within that context, my role has required balancing respect for existing practices with incremental improvement, introducing structure, improving reliability, and applying data-informed recommendations where alignment allowed. I regularly collaborated with internal teams to provide strategic input on packaging, presentation, and production quality, even when broader experimentation was constrained.
This environment sharpened my ability to:
- Operate effectively within real-world limitations
- Improve systems without disrupting established culture
- Identify growth opportunities while prioritizing trust and consistency
- Deliver value even when change must be gradual
(During My Tenure: April 10, 23 - current)
(channel now ~486K)
A recent 28-day period delivered ~80% more views than the channel's usual baseline
The videos we create are not limited to YouTube discovery:
- Used organically on YouTube
- Repurposed in email marketing campaigns
- Embedded on product pages to help customers understand what they're buying
I treat video as a core business asset, not just a content channel.
- Long-form, educational videos
- Product-adjacent tutorials that reduce buyer friction
- Clear, trust-based formats (not hype-driven content)
Many of these videos consistently land in the 8K–26K+ view range with ~99–100% audience approval on a mature channel.
Not every video is meant to sell a product.
I also created a short, culture-focused hiring video to support swing-shift recruiting. Within about two weeks, the team had hired the staff they needed.
That project reflects how I design video around the actual business goal, not just the metric.
In 2025, the Video Department focused on building high-quality, reusable video assets that support product education, marketing campaigns, seasonal initiatives, and long-term brand trust.
Despite a ~30% reduction in publishing volume compared to 2024, the YouTube channel achieved higher total views, demonstrating stronger discovery, improved content relevance, and better packaging efficiency.
This performance reinforces that video continues to be one of Shabby Fabrics' most effective and compounding business assets when treated as a system rather than one-off deliverables.
The Video Department exists to support the business by:
Video is not treated as a single platform deliverable, but as infrastructure used across marketing and customer touchpoints.
In 2025, the Shabby Fabrics YouTube channel published:
Note: we made a lot of content specifically for advertising this year that did not end up on the youtube channel.
Slight decrease, consistent with reduced volume
The most significant success in 2025 was the channel's ability to generate more views with fewer videos published.
This indicates:
This is a strong signal that content quality, clarity, and packaging improved year-over-year.
This shows continued reach into new audiences while maintaining a returning core community.
Strong engagement and brand storytelling performance
73 comments
~99.5% like ratio
53 comments
~99.0% like ratio
69 comments
~98.5% like ratio
70 comments
~99.7% like ratio
50 comments
~99.3% like ratio
92 comments
~97.9% like ratio
202 comments
~100% like ratio
These videos consistently achieved:
- Strong engagement
- High like-to-dislike ratios (~98–100%)
- Long-term evergreen performance
~98.0% like ratio
Product-driven short with very high discovery
~97.9% like ratio
Seasonal product highlight
~97.5% like ratio
Educational short-form performance
Short-form content proved effective for discovery while reinforcing product interest and brand awareness.
Based on these high performers:
consistently land in the 20K–30K+ range
regularly exceed 250K–360K views
Like ratios consistently 97–100%
Comments present even on Shorts (not common)
Mix of:
- Evergreen education
- Seasonal content
- Brand storytelling
- Event coverage
This confirms the department is producing repeatable, proven formats, not one-off wins.
Across both Apollos Imaging and its evolution into Apollos Griffin Studios, I’ve partnered with a range of companies and organizations to support marketing and growth initiatives through strategic content development.
These engagements were not agency-of-record relationships. Instead, my role was to help teams move from ambiguity to clarity, by designing a focused content approach and delivering high-quality photo and video assets that internal teams could deploy confidently across their own channels and campaigns.
My work with clients typically involved:
- Understanding the business context and the specific marketing or growth objective
- Translating that objective into a clear, practical content plan
- Producing photo and/or video assets aligned to that strategy
- Delivering clean, well-structured assets ready for internal distribution and execution
I was not responsible for ongoing posting, ad spend, or channel management. The value I provided was strategic clarity, intentional execution, and content that internal teams could use effectively, supporting trust, consistency, and downstream results without adding operational complexity.
Across these projects, my consistent responsibility was content creation itself, planning, filming, and editing assets that marketing teams could immediately put to work.
Content strategy, professional photography, and external marketing reel
Photo/video content aligned to marketing objectives
Video Campaign for advertising and promoting their classes, testimonials of the class results
Marketing video showcasing the brand and the services
A multi video content plan: main campaign ad and testimonial videos
Internal marketing photo/video assets
Internal communications ( group and individual images ) and visual content for social media
Internal marketing content, and social media content for charity events
Music video for Jay Leo
Marketing photo assets
Video editing for branded content
Promotional content production
Camera Operator, Event Videographer, Location Setup
An intensive multi layered course filmed in studio, edited, built and hosted on teachable with quizzes and workbook materials. https://www.westerbergcourses.com/
I was a key leader in a partnership building a full content studio in Spokane, WA. I lead the ideas for remodels, website dev, lead the photo and video projects inhouse and for clients. I joined the project in 2020 and left in 2022. https://cannonstudio7.com/
Real estate content
- ~19.7K views
- ~ 536.5k Impressions
- ~ 948 hours of watch time
- +165 subscribers
- Strong early retention and meaningful comment engagement, 64%
- 3.3% CTR
Results in the first 72 hours
This is an interactive portfolio presenting my resume, video assessment, and supporting work.
The material is organized into discrete sections that reflect both traditional qualifications and applied experience.
From: Apollos Griffin