Creative Director of Social
Tommy Mello | 2023– May 2024
Full-time | Team Lead | Content Strategy, Personal Brand Development, Platform Growth
As Creative Director of Social for Tommy Mello, founder of A1 Garage Door ($300M+) and widely recognized as a leading voice in the home service space, I worked closely with Tommy and the team to develop his creative brand strategy and content strategy, designed to engage and grow his community while expanding into new audience opportunities, all without losing sight of his blue-collar roots.
Tommy is often called an overnight success, nearly two decades in the making. His brand is built on relentless work ethic, competitive drive, and blue-collar excellence, all fueled by insatiable curiosity and desire to “better his best”.
My role was to take that ethos and translate it into a repeatable content engine and a strategic narrative that could grow with him, across platforms, formats, and audiences. Affectionately, I called it the TMU: The Tommy Mello Universe, a content ecosystem as ambitious, expansive, and actionable as the man himself.
My Role
Developed and led the content strategy across YouTube and Instagram.
Repositioned the brand to bridge its blue-collar core with a wider entrepreneurial audience
Built, hired, and directed a full-stack content team across creative, strategy, and production
Designed scalable content systems for always-on publishing and repurposing workflows
Translated brand mission into content pillars, formats, and repeatable creative assets
Directed shoots, overseeing on-site and remote team coordination
Creative & Strategic Highlights
Led research-backed ideation to develop platform-native content formats
Created a new suite of creative systems to improve ideation velocity and production clarity
Built and tested high-impact YouTube and Instagram series optimized for retention and shareability
Collaborated cross-functionally with internal teams and agency partners to align vision and maximize reach
Impact
📈 Increased Instagram performance by 40% quarter-over-quarter
🧠 Built and managed a high-functioning content team from scratch, including recruiting, role design, and training to day-to-day direction and long-term growth
🔁 Posted ~100 pieces of content in a single month using a streamlined content system that maximized output without sacrificing quality, with several going viral by design.
🙌 Reversed follower churn and reignited audience engagement, turning passive viewers into a growing, reconnected community
🔍 Performed weekly content analysis to refine ideas, improve performance, and guide strategic pivots across platforms
❤️ Content was consistently seen as valuable and resonant, a standout voice in a noisy, saturated space