The Stilwell Specialist Group (TSSG) is a sales coaching startup that works with Generac dealerships, and it needed a social presence that stood apart in a niche full of coaches who feel scammy. Over 1 year 3 months as Creative Media Manager, I built that presence from the ground up, handling strategy, content, and a consistent look across every platform.

The audience is narrow: sales managers and owners at dealerships that sell only Generac, who decide whether to buy TSSG’s coaching and software. Because TSSG was new, I prioritized reach with short-form videos of sales tips for Generac specialists, the dominant format among sales trainers. Graphic posts built from a branded template complemented the videos, and I updated the template through a brand refresh and Instagram’s early-2025 grid change.

Before building anything, I audited the existing pages, which lacked visual consistency and valuable content, and studied how other sales trainers present themselves: large sans serif type and subtitled short-form video. That research shaped a content mix where video earns the reach and graphics keep the brand looking cohesive.