PORTFO🦾IO
ideas are easy, execution is everything
product design
Product creative design, Ux, and marketing for award-winning Kabuki Power barbells & strength equipment
landing page, infographic, copy
Designs for STEM education technology company
Landing page design
Social media infographic
Content production
Video production for brand storytelling and value-add educational content, always platform-optimized. Kabuki’s social-first, owned-media strategy built significant digital equity, cementing the brand as an industry leader and driving organic growth.
free educational content via @kabukiedu generated millions of organic impressions, monetized through physical product sales and subscriptions for paywalled educational content on Kabuki EDU+
programmatic advertising
$2M+ spend managed across paid social & search
Certain data is blurred to maintain privacy and confidentiality
Pre-iOS14 this simple GIF of a novel product feature ran as a retargeting campaign with ROAS >20 (CPP = <$30, AOV = >$600)
“the netflix of strength”
Kabuki EDU+ is a streaming platform and mobile app featuring 1000+ videos & 300+ hours of studio quality educational content, training programs, and community features.
Kabuki EDU+ Landing Page
Kabuki EDU+ platform review from a popular strength & performance coach. Rated 4.14 out of 5 by GarageGymReviews
product education
Kabuki’s flagship Transformer Bar is the most popular & innovative specialty bar in the industry selling 10k+ and receiving universal acclaim.
product education video for novel design
giving back to empower others
Charity & fundraising events for children’s cancer research, hospitals, homeless veterans, and special needs kids as part of Kabuki’s Charity pillar.
social media marketing
Perhaps the area of work I’ve been most successful is scaling social accounts organically with engaging platform optimized content, brand marketing, and community building. 700k+ aggregate gross followers driving 61m impressions in 2022 alone, resulting in 3m page views online. Kabuki’s brand was built on social and it continues to be the brand’s primary owned channel to consumers.
in front of the camera
Sometimes you’ve gotta have a bit of fun - adding personality to brands is a superpower that drove trust and created an engaged community of brand champions.
implemented buy now pay later before it was cool
Click to read case study by Klarna on BNPL implementation and results in 2018
podcast production
Kabuki Strength Chat had over ~1M downloads and 100+ episodes with popular figures from 2017-2021
Kabuki Strength Chat Podcast 2017-2021
b2b 1-pagers
Sales collateral and print media
pitch decks & strategic thinking
I have a knack for turning complex products and ideas into clear, compelling narratives that resonate, both in digital form and as a strategic contributor/facilitator in collaborative settings.
copywriting
Additional writing samples available by request.
custom AI chatbot
Trained chatbot on proprietary dataset for internal and client use as a “Kabuki Virtual Coach”. Big fan of using LLMs and automation to augment/enhance Ops & Ux
Custom pre-prompting and trained on mixed-format dataset
trade show booth experience
Sizzle reel for Altis IHRSA 2022 trade show, contributed to booth design & experience, voted best of show
Altis is the world’s first AI personal trainer that sees you, understands you, and instructs you with personalized movement correction and training programs
produced Altis IHRSA sizzle reel. handheld 5DMK4, one hour edit.
brand loyalty, NPS = 57
Kabuki Power became an industry-leading brand in the strength & fitness space; known not only as an innovative manufacturer, but thought leader in movement science and performance training.
physical media
You name it, I can design it.
In-club activation & experiential marketing of the world’s first AI personal trainer
Contributed to design and Ux for in-club Altis AI hardware
apparel design
Original designs reflecting Kabuki’s brand ethos, 15k+ units sold
$100k+ crowdfund campaign
Successful 30 day crowdfund D2C pre-sale on IndieGoGo to validate concept and GTM. Click to view campaign.
product marketing
$25M+ in physical product revenue and $3M+ digital product revenue ($80k peak MRR) across multiple D2C and B2B verticals
Altis features stereoscopic Time-of-Flight cameras to "see" the user's position in real-time.
The Altis AI personal trainer is a computer vision-enabled device that generates a real-time point cloud of the user's body with <1cm joint accuracy, displayed back as an avatar with visual cues to cue proper movement. LLMs power a hyper-personalization engine that creates training programs and updates them in real-time based on the user's performance, goals, and bio-markers.
Physical product design, branding, and launch marketing for Kabuki Bar Sauce, a proprietary spray for barbell maintenance and restoration
Design and marketing of Bearfoot Athletics x Kabuki Strength collaboration shoe
Design and marketing of Ghost x Kabuki Strength equipment line
Designed "Kabuki Signature" bumper plate, introducing an asymmetrical competition bumper plate design that garnered universal acclaim from customers and reviewers for its novel, bold design that stands out in any training facility.
launch marketing; turning constraints into opportunities
Demand generation strategy involving a three pronged launch approach for the latest iteration of Kabuki’s most popular specialty bar, the Transformer Bar, starting with a waitlist published prior to an available release candidate product sample. This constraint called for creativity in communicating the novelty and value of the product without real product photos.
The waitlist of ~900 or so warm leads was offered a chance to purchase the new Transformer Bar prior to its launch to ~10k customers who had purchased previous versions of the bar.
The camber adjustment mechanism on the bar was inspired by a fibonacci spiral
Collaboration with strength equipment accessory leading brand AbMat to produce a universal bar pad that could be used on all previous iterations of the Transformer Bar.
PR, earned media, influencers
There’s no substitute for other people genuinely using and talking about your brand and products.
Due to the strength of our brand marketing & effectiveness of our products, Kabuki barbells were used by many celebrities (ex. The Rock, Carmelo Anthony, Hafthor Bjornsson, and Nikola Jokic) and a majority of professional sports teams in the MLB, NFL, and NBA.
graphic design
Delightful, on-brand creative & media
virtual event
Kabuki Education Week generated ~$100k of very high (>90%) margin revenue annually.
book cover, ghostwriting & audiobook reading
Worked with Chris on the first edition of The Eagle and the Dragon, an Amazon best seller.
photography, cover design, read introduction to audiobook, contributed large segments to several chapters
brand mission or “why”
Click to read 2016 essay outlining Kabuki’s mission statement
kms 2.0, video subscription
Subscription video platform built on Wordpress & WooCommerce with peak MRR ~$50k
documentary pitch deck
Theme, messaging, and promotion of upcoming Grand Goals documentary. Click to watch trailer
marketing management
I built and managed marketing operations and sales enablement for a ~50 employee, $10M+/yr strength equipment manufacturing startup with a team of 5-7 marketing professionals and content creators.
Certain data is blurred to maintain privacy and confidentiality