Selected marketing work
Strategy made visible through results.
Selected work across enrollment, revenue, local visibility, and brand growth.
Explore the projectsSelected outcomes
GFI Academy1,077Tryout registrations ↘
GFI Academy43.61×Recreational campaign ROAS ↘
SportsPatio+197%Google search growth ↘
John Kaleh53,680Organic views / 30 days ↘
Explore each case for the scope, period, and team behind the result.
01 / GFI ACADEMY
Aligning every channel around the parent journey.
GFI Academy
Multi-location youth soccer organization in Greater Houston.
THE ENGAGEMENT
More programs. More locations. One fragmented parent journey.
- Role
- Marketing Director
- Contribution
- Marketing leadership + channel optimization
- Industry
- Youth soccer
- Market
- Greater Houston
GFI needed a consistent strategy across its growing programs and channels. Competing website offers made it harder for parents to understand their options and register confidently.
In the Marketing Director role, we connected website, social, email, and paid acquisition around a clearer parent journey, aligning leadership and execution teams on program messaging and tryout priorities. We revised website copy, restructured registration funnels, established distinct online brand personalities, and coordinated campaigns with creative, agency, and coaching teams. We also helped develop operational agreements to align marketing with the experience families could expect.
Campaign results included 1,077 competitive tryout registrations by mid-December, nearly 300 more year over year. The 2025 recreational campaign generated 245 registrations and $94,320 in revenue on $2,163 in ad spend. Results reflect the wider team’s work.
SELECTED RESULTS
Competitive tryouts + 2025 recreational campaign
“By expertly directing content, optimizing and distributing ad spend, and effectively executing high-level directives from senior leadership, Youanna catalyzed significant growth across the entire organization.”
ORGANIC CONTENT
A recognizable personality online.
BEFORE + AFTER / WEBSITE FUNNEL
Too many offers made registration harder.
BEFORE
- Competing offers
- Unclear program differences
- Inconsistent communication
AFTER
- Focused registration paths
- Clearer website copy and program details
- Consistent follow-up messaging
Parent journey
Ad → Registration
Reminders → Attendance
MANYCHAT + INSTAGRAM
From a comment to the next step.
Instagram comments triggered automated follow-up for parents interested in tryouts, connecting social engagement to a clear next step.
- Unique contacts
- 584
- Clicked through
- 66.1%
Results shown for the featured “GFI Tryouts Simple” automation.
02 / HEADLINER SERIES
Giving an exclusive experience a distinctive identity.
Headliner Series
Brand strategy, communications, partnerships, and events.
In a saturated market of masterminds and private gatherings, Headliner needed a brand that reflected the caliber of its audience. Its turquoise-and-black visuals and messaging lacked the sophistication to communicate the value of its invitation-only experiences.
We established “Curating the rooms that shape industries” as the guiding brand statement, building on the founder’s ability to bring influential people together. Working alongside the founder and a talented creative team, we developed mood boards, directed photography, and refined messaging across digital platforms, event communications, and partnership materials.
The result was a unified creative direction that gave the team a shared foundation for execution. More cohesive imagery and language helped communicate the exclusivity, relationships, and value of each gathering, translating the founder’s network and vision into a more distinctive brand presence.
BEFORE
An exclusive room. An unclear identity.
Turquoise-and-black visuals and messaging did not reflect the caliber of the audience. The team needed a shared creative direction.
AFTER
One vision across every touchpoint.
A guiding brand statement, mood boards, photography direction, and refined messaging gave the team a cohesive way to present each gathering.
CREATIVE DIRECTION
A visual world people could recognize before reading a word.
BRAND DIRECTION + DIGITAL EXPERIENCE
The brand had to feel as intentional as the room.
Three hours. No phones. Every seat intentional.
Invitation onlyNo phonesEvery seat intentional
Visit Headliner Series
03 / JOHN ST. JOSEPH KALEH
A personal presence. A clearer acting portfolio.
John St. Joseph Kaleh
Actor positioning, visual direction, and organic content.
THE ENGAGEMENT
- Role
- Brand + Content Strategist
- Focus
- Actor positioning
- Channels
- Instagram + organic content
- Approach
- Strategy, direction + production
John wanted an elevated social presence that still felt like he ran it himself. His priority was to help casting directors quickly see his acting work: the projects he appeared in, the roles he played, and the people he worked with. Becoming an influencer was never the goal.
We shaped the content around his work and personality, leading positioning, shoot planning, visual direction, and organic production alongside John. Project highlights, behind-the-scenes moments, and collaborator credits gave his work context while preserving his voice and a natural, personal feel.
The result was a clearer showcase of his acting work. Over 30 days, Instagram Insights also recorded 53,680 organic views and 1,634 interactions, with 94.5% of views from non-followers. No paid media supported that period.
BEFORE + AFTER / ACTOR POSITIONING
Still personal. More intentional.
BeforeMixed personal feed
AfterPersonal voice + clear acting work
ORGANIC CONTENT PERFORMANCE
53,680views in 30 days—without paid media.
94.5% of views came from non-followers.
94.5%Non-follower views
1,634Interactions
+11Net followers
PROJECT VISIBILITY
The work became the content anchor.
CONTENT SYSTEM
Range became the throughline.
04 / SPORTSPATIO
Turning local discovery into real-world action.
SportsPatio
Local search, reputation, print, and community events.
THE ENGAGEMENT
- Role
- Marketing Director
- Focus
- Local growth + community
- Industry
- Sports facility
- Status
- Past brand
The brand was later retired when ownership shifted to a soccer-only facility.
SportsPatio needed stronger local visibility and a clearer connection between online discovery, trust in the facility, and reasons to visit.
As Marketing Director, we prioritized local intent—search, directions, and website visits—alongside physical branding and community activity that made the facility easier to recognize. We directed signage and coordinated print production, with ownership retaining final approval. We also supported local-search and reputation work and collaborated with the facility team and community partners on event delivery.
Reporting shows 197% growth in Google searches and 138% growth in direction requests. Separately, the team brought together 80 people for an event in under one week; our contribution supported that collective effort.
BEFORE
A facility that needed stronger visibility.
Local discovery and on-site branding needed to work together to help people recognize the facility and find a reason to visit.
AFTER
A clearer presence online and on-site.
Coordinated signage, local-search activity, and community events supported discovery. Reporting showed 197% more Google searches and 138% more direction requests.
PHYSICAL BRAND EXECUTION
The brand had to work from the road—not only on a screen.
Banner directionPrint coordinationOn-site messaging
LOCAL INTENT, NOT VANITY METRICS
2,478Business Profile interactions while the brand was operating.
80people
COMMUNITY EVENT