Brand & Content
The best career advice I ever received was “Find a place with a mission and vision you believe in, get a ticket to ride the train any way you can, then work like crazy to stay there.” For me, in 2013, RevZilla was exactly that place.
With a combination of world-class customer service, meticulously curated product selections, prodigious production of product reviews, and an incredible ability to recruit talent, RevZilla quickly established itself as a motorcycle gear retailer for ardent enthusiasts.
My ticket to join RevZilla began in Customer Service. Within the year, however, I was promoted to work directly for one of the Founders. In the time that I worked with him, I learned more about work-ethic, business, and leadership than in all of the years of college combined. It was a front row seat in brand-building as the company grew sales above nine-figures and cemented itself as a dominant voice in the industry.
Work sample
Content and Brand Building
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While RevZilla made its name as the motorcycle gear authority online with product reviews, our goal was to become the world’s foremost authority in motorcycling itself. Gear content had established domain expertise, SEO dominance, and worked at the bottom of the funnel to drive conversions. However, brand awareness and sessions to the site needed to be amplified for sustained growth.
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Maximize brand impressions, brand affinity, brand trust, and drive sessions back to the RevZilla platform (ecomm and editorial).
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I ran a deep analysis of our best-performing videos, compiled platform research, and made an educated bet on the direction of branded content at the time. We began scrappy, reviewing our own motorcycles—like my personal Triumph Thruxton. From there we expanded into robust how-to videos, sweepstakes, Q&A, IG live, and all the way to half-hour narrative episodes with the Common Tread XP.
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Over the course of almost a decade, RevZilla—along with Common Tread as the editorial wing—became a leading voice in motorcycle media. Over those years we grew from ~65K YouTube subscribers to over 1M. This led to over 400M views to date and a content engine that has fueled 5M+ watch hours annually.