Work

Multi-site communications

Content, social, video, and email across three locations and more than 2,000 members, run by two full-time and two part-time people.

Role
Marketing Director
Organization
Victory Life
Team
Two full-time, two part-time
Span
One location to three
1 → 3
locations, with communications run across all of them
2,000+
members served
~2M
Instagram views in a single year, after coaching one social hire
One teamFour peopleTwo full-time, two part-time: content, social, a social manager, an editor.
LocationLocation one
LocationLocation two
LocationLocation three
OutputContent
OutputSocial
OutputVideo and email
Locations1 → 3
Team size4 → 4
Instagram views, one year~2M
The output line went up with the organization. The team line stayed flat. That gap is the point.

The setup

While I led communications, the organization grew from one location to three and past 2,000 members. I ran content, social, video, and email across every location. The team stayed deliberately small: one full-time content person, one full-time social, a part-time social manager, and a part-time editor.

The point

The growth is not the point. Output covered three sites while the team stayed at four people. That came from a repeatable content operation and from coaching. After I coached the social hire, Instagram alone drove about two million views in a year.

The operation grew with the organization instead of bottlenecking it. That is the test a multi-site business puts to a communications function.

What it used