US Mobile

Challenge#

When I joined US Mobile in 2021, the only content the company had was its blog. The website showed no sign of the humanity behind it — despite a genuinely robust internal culture and a visionary product, none of that reached anyone who visited. And the product needed explaining: US Mobile was doing something new and legitimately complex, and nothing on the site helped a prospective customer understand it, trust it, or convert. I was hired to run the blog. What I saw was a much bigger gap — the brand itself barely existed online.

Approach#

I took over the blog, then expanded into YouTube and every social channel, building the brand's presence touchpoint by touchpoint. I revamped every key page on the site, adding content that explains the product, gives the brand a human voice, and converts — serving as strategist, director, on-camera talent, editor, and analyst depending on what each piece needed.

My first major project, in year one, was a full tutorial catalog: how-tos and explainers for every step of getting set up. eSIM was new and genuinely tricky back then, and with no physical stores, I wanted onboarding and support to feel seamless without anyone ever needing to reach a human. Content wasn't decoration — it was infrastructure.

As the work outgrew one person, I hired deliberately: first a copywriter to take over the blog and support CRM as I pivoted deep into video, then a video production specialist to elevate the look and feel of everything we shipped.

The throughline was organic-first, by conviction. US Mobile is deeply anti-ads — we don't run any, even now. Building the fanbase brick by brick was the only path that made sense: our subreddit is massive, and that same fandom for the product and the culture was something I was certain we could earn anywhere on the web. If people could just see us, they'd fall in love. That belief eventually led me to design an AI-powered content pipeline (Claude, Next.js) automating research, scripting, and performance analytics — which won US Mobile's companywide AI Innovation Award and became its own case study.

Results#

Over my tenure the company grew from $30M to $220M ARR, with the brand's content presence built from zero into an engine supporting that growth. The channels now generate 10M+ organic views per year with no paid media spend.

And the content converts. Users who watch videos on usmobile.com convert at 3x the rate of those who don't — 18.4%, tracked through a custom Heap.io dashboard. That number is the payoff of every touchpoint built to help people understand the product and fall for the brand.