Relaunching a 15-year brand, and building the engine behind it.

ABL is a national private capital provider for real estate investors, with 15 years of history, competing in an increasingly crowded private capital space. The brand had to work harder: stand apart from a wave of new lenders, and give Sales a story that opened doors.

I set the brand and growth strategy end to end: positioning, messaging, campaign direction, and go-to-market planning. The call was to treat the relaunch and the growth engine as one project, so that brand exposure and demand generation would pull in the same direction.

I led a full identity overhaul spanning logo, visual system, and website, then brought it to life through in-person activations and digital storytelling.

Underneath it, I built the systems. Omnium connects Google Ads, Meta, Reddit, GA4, and our CRM to flag wasted spend, surface keyword opportunities, and trace disqualified leads back to the channel, campaign, and search term that produced them. A live Marketing Impact dashboard brings HubSpot, ad platforms, and finance actuals together into a fully loaded cost per funded loan, checked by 44 automated logic tests.

A relaunched brand, a marketing team that sits at the intersection of brand and demand, and a pipeline Sales can count on. The work earned recognition as a 2026 HousingWire Marketing Leader.