[Some client info may be redacted due to NDA]

Lenderly is a borrower-first lender directory for real estate investors; a platform that allows fix-and-flip operators, ground-up builders, BRRR investors, and bridge borrowers to search, compare, and connect with vetted private lenders before they're under pressure on a deal.

This was a full build from zero, concept through launch, through ongoing management. I owned the project end-to-end.

The Challenge:

The real estate lending space is one of the most trust-deficient categories in finance. Experienced investors have been burned by bad lenders, slow draws, and opaque terms. They are skeptical by default. A new platform entering this space with no brand equity, no track record, and no existing audience had one viable path to credibility: earn it through genuine education before asking for anything.

The goal was to build something so useful and so clearly on the borrower's side that the audience would trust it on its own merits.

What I Built:

Brand name and positioning: I brainstormed and selected the name Lenderly — chosen for its borrower-first implication, its approachability against a typically opaque industry, and its viability across domain and brand. I developed the full positioning strategy and defined the three brand pillars that govern every decision: Transparency · Speed · Education.

Visual identity direction: I created the design brief for the graphic designer — defining the visual territory, referencing directional brands, specifying what to avoid, and overseeing logo, colour palette, and type selection through to final approval.

Tone of voice and messaging: I wrote the full brand voice guidelines. Lenderly's voice is direct, knowledgeable, and always on the borrower's side. I developed the messaging architecture from brand positioning through to channel-specific copy, and established the rules that govern how the brand communicates across every touchpoint.

Web development — vendor selection and project management: I sourced, interviewed, and selected the web development team. I managed the full build from brief through to launch — scope, timeline, feedback cycles, and final QA — and wrote all website copy across every page.

Go-to-market campaign: I developed and executed a four-week phased launch campaign built around a single strategic idea: most borrowers pick a lender too late, under pressure, without the right information. Lenderly exists before that pressure starts.

The campaign moved through four deliberate phases:

• Week 1 — Awareness: Frame the pain. No product pitch. Introduce the idea that most investors don't think about draw speed until it's already costing them.

• Week 2 — Education: Explain what a lender rating means and why it matters. Delivered through our influencer partner to carry the message through a trusted voice.

• Week 3 — Proof: Show the product. Let the directory speak for itself.

• Week 4 — Community: Launch the Lender of the Week series and begin building the content loop that brings borrowers back.

Social media: I created and configured all Lenderly social profiles and developed the content strategy and launch content across platforms — maintaining brand voice across formats, from educational carousels to lender-facing LinkedIn content.

Influencer strategy — identification through ongoing management I built the influencer program from scratch. I identified, vetted, and secured a partnership with an REI mentor and educator who teaches fix-and-flip investing for financial independence, as Lenderly's first creator partner.

I owned every stage of the process:

• Built the creator vetting criteria and tier framework

• Wrote and sent all outreach messages

• Wrote the content brief and brand guidelines for creators

• Managed the ongoing relationship and performance tracking

Our influencer directs her audience to Lenderly to find their next vetted lender, bringing the platform directly in front of active real estate investors at the exact moment they're learning how to evaluate deals.

Ongoing:

Lenderly launched in 2026 and is currently live. I continue to manage the brand, content, and creator partnership on an ongoing basis. Metrics will be added as the platform matures.

[Client name withheld by NDA] — a B2B SaaS platform serving real estate and lending professionals, with an active pipeline of enterprise and mid-market accounts.

Draw management client provides technology solutions for real estate and lending professionals, helping teams streamline workflows and compete more effectively in a crowded market. One of the key challenges was standing out against a well-known competitor and clearly communicating the client’s differentiators to a highly targeted audience.

The goal of this campaign was to educate prospects, position the client as a strong alternative, and drive qualified demo bookings, all while maintaining a confident, credible tone without directly naming competitors.

To achieve this, I developed a short-form email drip campaign focused on competitive education and value-based messaging. The campaign broke down common pain points, reframed market assumptions, and highlighted the client’s strengths through clear, benefit-driven storytelling. Messaging was intentionally direct, concise, and optimized for engagement, with each email building momentum toward a demo call.

The campaign was supported by LinkedIn outreach to reinforce messaging and create multiple touchpoints with the same audience.

Results:

• 46–52% open rates across the full drip sequence — significantly above B2B industry average (21–25%)

• 6–12% CTR, indicating strong message-to-audience fit

• Directly generated new demo bookings and inbound pipeline from decision-maker contacts

• Coordinated LinkedIn outreach created additional sales conversations and expanded brand visibility with target accounts

By combining a focused email nurture strategy with coordinated LinkedIn outreach, the campaign successfully positioned the client as a competitive alternative and generated tangible sales outcomes. This case study highlights the impact of clear competitive messaging, thoughtful sequencing, and alignment between email and social channels.

GRYCON is a construction company whose existing website had fallen behind and begun to look outdated. The work had grown in scale, but the site wasn't showing it. Prospective clients landing on the page were getting an incomplete picture of who GRYCON actually was and what they were capable of delivering.

The brief was to build a website that matches the business.

The Challenge:

In construction, credibility is everything. Clients making significant investment decisions; hiring a contractor for a large commercial build, a complex residential project, or a multi-phase development are not going to move forward with a company whose digital presence undermines their confidence. The old site was doing exactly that. It wasn't reflecting the scale of completed projects or the professionalism of the team behind it.

The redesign needed to close that gap, as well as doing so without overcomplicating things. Construction clients aren't looking for clever. They're looking for capable, trustworthy, and experienced. Every decision on the new site had to serve that.

What I Did:

Strategy and creative direction: I led the strategic direction for the redesign — defining what the site needed to communicate, who it was speaking to, and how it should position the client against competitors. The central strategic decision was to let the work lead. Rather than leaning on generic construction industry language, the site would be built around GRYCON’s actual project portfolio; real scale, real quality, real outcomes.

Copy and messaging: I wrote website copy from scratch. The tone was confident and direct; the voice of a company that knows what it does and doesn't need to oversell it. Headlines were stripped of the vague superlatives common in the trades category. Service descriptions were specific and outcome-focused. The goal was copy that a prospective client could read and immediately understand what the client does, who they do it for, and why they're the right choice.

Web development management: I managed the development team through the full build; from briefing and scope definition through design feedback cycles, content integration, and final QA before launch. I served as the primary point of contact between the client and the development team, translating strategic and creative direction into actionable briefs and keeping the project on timeline.

Client relationship: I managed the relationship throughout — from initial discovery and brief through to final approval and launch. That included stakeholder alignment on creative direction, managing feedback and revision cycles, and ensuring the finished product reflected both the strategic goals and the client's own vision for how the business should be represented.

The Result

A website that looks like the company GRYCON actually is; not the company they were five years ago. The new site presents their project work at full scale, establishes credibility with the right audience, and gives prospective clients the confidence to make contact.

K&K Swim School — 95% of available Spring swim lessons SOLD OUT

K&K Swim School provides high-quality swim lessons for children and adults across multiple cities. Their focus is on water safety, skill development, and confidence-building in the water.

Spring registration could be challenging, with parents delaying sign-ups and lessons filling up inconsistently across locations. The goal was to maximize enrollment efficiently while keeping the messaging engaging and informative.

By leveraging strategic Instagram and Facebook campaigns, targeted email marketing, and Meta Ads, we built excitement leading up to registration day. I crafted a campaign that focused on early-bird sign-ups, limited spots, and the importance of swim readiness.

Resulting in:

• 95% of all spring lessons sold out within weeks of launching the campaign

• Increased urgency led to faster registration, reducing admin follow-ups

• Meta Ads reached thousands of parents, keeping registration top-of-mind

A strategic mix of social media, ads, and email marketing streamlined the registration process while maximizing enrollments. This success demonstrated the importance of consistent digital marketing efforts in seasonal program sign-ups.

K&K Swim School - Summer Interval Lessons 95% SOLD OUT

K&K Swim School introduced a new Interval Swim Lesson Program, allowing swimmers to take daily lessons (Monday - Thursday) for two straight weeks instead of once weekly over several months. This format was designed to help children retain skills faster, build confidence in the water, and work around busy holiday schedules.

Many parents were unaware of the benefits of intensive swim lessons compared to traditional weekly lessons, as this was not a typical offering of K&K Swim School. The challenge was to educate families on the advantages while encouraging early sign-ups before the summer rush.

To promote this new format, I helped to develop a targeted email campaign, social media content, and engaging Instagram/Facebook posts explaining the benefits of interval lessons.

These posts highlighted:

• Faster skill retention

• Increased confidence in the water

• Limited spots available (urgency)

Which resulted in:

• 95% of interval lesson slots sold out ahead of schedule

• Parents expressed excitement over the new format and requested additional sessions

• Families who had never considered intensive lessons became repeat customers

Through strong digital storytelling and clear messaging, we filled every lesson and introduced a new offering that parents loved. This success reinforced the power of digital marketing in launching new programs.

K&K Swim School - 25% increase in Google Reviews

K&K Swim School thrives on word-of-mouth marketing, and Google Reviews are crucial for attracting new families. However, despite high customer satisfaction, many parents weren’t leaving reviews.

While parents raved about the K&K swim programs in emails and conversations, they weren’t actively posting online reviews. This meant potential customers didn’t see the full picture of how much families loved K&K’s lessons.

To encourage more feedback, we created a targeted email campaign, reaching out to customers in each city with the chance to win 5 free swim lessons in exchange for an honest Google review. The email emphasized:

• How valuable their review was to small businesses

• How quick and easy it was to leave a review

• The limited-time chance to win free lessons

This resulted in:

• Significant increase in Google Reviews across multiple locations

• Strengthened credibility and visibility on search engines

• More positive testimonials shared on social media

This campaign transformed satisfied customers into vocal advocates, increasing brand trust and organic reach. The success of this initiative showed how a well-structured email campaign could drive engagement beyond just registrations.