MichaelCostanza
Chief Marketing Officer at Vero Fiber. Ten years building brands, video and the systems underneath them, from a $50M electrical contractor to a fiber sales startup.
The tour moves on its own. Videos start muted; turn sound on at the top right.
The short version
- Years in marketing
- 10
- Short-form videos produced
- 400+
- Workplace and growth awards earned with EEC
- 5
- LinkedIn engagement growth at EEC
- 2,200%
What I do
I'm the marketing lead, the videographer and the systems builder you'd otherwise hire separately.
I shoot the video, write the copy, design the brand, and build the automations that keep it all shipping after I leave the room.
Vero Fiber
Chief Marketing Officer, now
A door-to-door fiber sales startup that did about $160K in its first month, with no brand and no way to tell where a single recruit came from.
The problem
Every hire was word of mouth by default.
There was a domain but no website, no pixel, no analytics and no CRM. Without attribution, no marketing dollar could ever be justified.
What I built in the first quarter
- A brand with reasonsA deep vermilion color system, logo work and naming rules for the rep apps: The Hub, Sales Grid and Pay Grid.
- A recruiting sitevrosales.com, with a booking flow where confirming the call submits the application. No submit button.
- Attribution from click to CRMUTMs, click IDs and referral codes saved on first touch and carried into the CRM I built.
- A paid plan the CEO could readThree months of Google Search and Meta, with a strategy dashboard and a nine-slide summary.
vrosales.com
The recruiting site and one-click application flow, built end to end.
Programs that give reps a reason to stay
- Flights for FightsA four-month kickstart competition with bonuses at install milestones and a Las Vegas fight trip earned at the top.
- Creator partnershipsSigned a Muay Thai champion as the first partner. Creators post weekly stories through their own tracked link.
- Vero University sheetsA template system that turns training scripts into branded sheets, word for word.
- The Next DoorVero's podcast, which I host.
@verofibersales
The Instagram profile and content grid, made in-house.
Results so far
- Saved per year by replacing HubSpot, Calendly and Salesforce-style tools
- $9,888
- Of applications attributed from ad click to CRM record
- 100%
- Ad and social creatives across six recruiting personas
- 47
- Three-month media plan across Google and Meta
- $8,000
The rep app stack
Sales Grid for gamified sales tracking, Pay Grid for verified pay, all under The Hub.
Energy Electrical Contractors
Marketing and Communications Manager, first marketing hire
A $50M electrical contractor that was invisible online. I built the marketing department from scratch and turned its culture into its brand.
Our slogan “Our People Power Our Vision” was actually thought up by our marketing specialist Michael Costanza.
What I built
- A monthly newsletterMulti-page, for 140+ electricians and 30+ office staff, produced every month for two years.
- A 26-week culture programWeekly CEO video, onboarding integration and field stories from the jobsite.
- A brand you could see from the highwayBox trucks, billboards, stadium signage, trade show booths and merch.
- Systems that save moneyWebsite moved to WordPress, onboarding automated, bid templates built: $22K saved.
The newsletter, in the CEO's words
CEO Stephen Brown on the employee newsletter that fed recruiting ads, sales clips and social.
Results
- LinkedIn engagement increase
- 2,200%
- Instagram and TikTok engagement increase
- 1,140%
- Short-form videos published
- 400+
- Headshots delivered in one week
- 200+
Culture work that won awards
I publicized each one across the website, social, email, the office and the jobsites.
- Boston Globe Top Places to Work2024 and 2025, two years running
- Rhode Island's #1 Mid-Sized Top Workplace2025
- Boston Business Journal Fast 502025
- New England's Fastest Growing Companies2025
Rhode Island's #1 Mid-Sized Top Workplace
The culture-led announcement film for the 2025 ranking.
Boston Globe Top Places to Work
An employee-voiced spotlight built around the Globe recognition.
New England's Fastest Growing Companies
The announcement piece for EEC's 2025 ranking.
Quilling Card
Content and Community Marketing, contract role covering the Chief Brand Officer's leave
A handmade greeting card brand selling direct, wholesale and in its own store. Beautiful product, leaky storefront.
What the audit found
The loyalty engine paid out about a tenth of what the website promised.
VIP tiers showed on the site but were switched off. And 726 of 947 products named a supplier, not the brand, in the field AI search reads.
What I did about it
- A three-lens auditWhat the platform runs, what the site shows, and how to reconcile them. Every screenshot labeled by source.
- A plan leadership approvedA 24-slide deck turning loyalty and review findings into a phased fix.
- AI search readinessA full catalog audit of brand schema, alt text, thin descriptions and hidden specs.
- Campaigns, in parallelArtful Summer Birthday across Meta, Google and Pinterest, the Birthday Club launch, and B2B email in HubSpot.
Quilled Hydrangea Bouquet Birthday Card
$12.95
Add to cartHelp me write this cardWho is it for, and what do you want them to feel?
- Happy birthday, Mom. You taught me that the best gifts take patience. This one took someone hours. So did you.
- Another year of your terrible puns and I wouldn't trade a single one. Happy birthday.
- For every early ride to practice and every late talk at the kitchen table. Happy birthday, Dad.
Help Me Write This Card
The industry's biggest pain point is the blank space inside the card. This AI tool sits under Add to Cart on every product page. Shoppers describe the person and the occasion, pick one of three messages, and it rides along to the order confirmation.
By the numbers
- Products audited for SEO and AI search
- 947
- Gap found between loyalty payouts and site promises
- 10x
- Customer photo and video reviews recovered
- 39
- Customer experience opportunities briefed
- 11
Precision MotorSports
Website, admin portal and AI content engine
A 30-year collision and race car shop. The owner is retiring and his son is taking over, so I built a system one person can run from a phone.
One portal
How the shop's whole online presence runs from a single admin portal.
Three skills to run it: take photos, upload, generate
- A public site that closesMobile first, with draggable before and after sliders on every job.
- A portal instead of a developerDraft, schedule and publish jobs. Go-live emails subscribers automatically.
- AI instead of an agencyPicks the best shots, cleans backgrounds, writes captions and renders a 9:16 reel in one click.
- A migration built for handoff400+ legacy photos pulled in and pre-sorted, domain moved off Wix.
The admin portal
A walkthrough of the publish workflow and reel generator.
What it replaced
- Developers needed to run the site
- 0
- Marketing hires needed to post every job
- 0
- From phone photos to a ready-to-post reel
- 90 sec
- Legacy photos migrated on day one
- 400+
Soall Viet Kitchen
Marketing Specialist
Three Boston-area locations that each felt like a different restaurant online. I gave them one voice.
The promo a 100K account reshared
Picked up by @massachusetts_._family, reaching far beyond Soall's own audience.
One calendar, every kitchen
Behind-the-kitchen video, staff and regulars on camera, and seasonal creative rolled out the same way at every location, so a guest at one would recognize the others.
Results
- Tracked sales from one seasonal campaign
- $16,600
- Increase in customer retention rate
- 5.5%
- Follower account that reshared the promo
- 100K+
More clients
Nonprofit, home design and small business
Smaller engagements where I built the whole digital setup, often from nothing.
Kelly's Embroidery
A woman-owned shop in Milford that ran on word of mouth. I built the storefront, payments, a custom quilt flashwall and the classes page, then ran B2B email outreach to woman-owned businesses within 30 miles.
Village Cabinet Design
Website redesign, field photography, project galleries and seasonal promotions, plus templates that took the bottlenecks out of owner and marketing handoffs.
CSforMA
A computer science education nonprofit. I called and emailed principals and district leaders across Massachusetts to fill workshops, then cut each event into 20+ email, web and recruiting assets.
Mini projects
Products and brands I build on my own
Where I test ideas before I bring them to clients: two consumer brands, a sales app and a CRM.
VapeTape
A Bluetooth tracker sleeve for disposable vapes, taken from idea to launch-ready in two months. Ads in this category are restricted, so the brand had to sell through its voice.
losing your vape used to be a skill issue.
you lost it again. we know. press the button.
Trauma Healing Club
An education-first mental wellness apparel brand. I conceived it in the summer of 2023 and launched it that winter: identity, apparel, the Shopify store, a library of healing methods, Instagram funnels and TikTok Shop.
healing is hard. the hoodie is soft.
The Block Leaders
- KingMarcus T.Gold Key41
- 2Dani R.Silver Key36
- 3Jay P.Silver Key29
- 4Ari L.Iron Key22
Pay Block
The Block
A web app for door-to-door sales teams, built around keeping reps, recruiting new ones and growing managers.
- Live leaderboards and incentives, with #1 crowned King of The Block
- Pay Block shows incoming pay apart from paid: 85% two weeks after install, 15% held for clawback
- Reps earn Cred and rank up from Brass Key to Master Key
- ScreenLeads texts new customers until the install is done
Leads
RomanWork
A multi-tenant CRM I built for trade businesses. One login runs my own brands and every client's workspace, and each client decides how much of their workspace I can see.
- Social scheduling, publishing and analytics
- Client portals with client-owned access
- Job ops: scheduling, estimates with e-signature, texts and invoices
- Lead attribution and two-way texting
RomanWork inside Vero
I white-labeled RomanWork as GlassLeads and put it inside The Hub, Vero's rep app. Reps sign in once, and the same system handles hiring and keeping installs on track.
- 1Ad, creator or rep link
- 2Application on vrosales.com
- 3Lands in Vero's RomanWork with its first click locked
- 4Assigned to a rep
- 5Rep texts from their own inbox
- 6Install completed
Talent acquisition
Every application lands in Vero's workspace with its first click locked in, so we know which ad, creator or rep link produced each hire. Reps can run their own recruiting link, and applicants from it are assigned to them.
Retention
Each rep works their own leads and text inbox on Vero's approved texting number. Customers who signed at the door get follow-up texts until the install is done, and the rep gets a reminder to follow up 48 hours after the sale.
The reel
Shot, directed and edited by me
Drone, gimbal, teleprompter and multi-cam, run solo. Turn the sound on for this part.
Behind the scenes
My CEO-campaign rig: drone, gimbal, teleprompter, lavaliers and multi-cam coverage.
Team-bonding film
A culture short about the crew that doubles as recruiting footage.
PS5 recruiting campaign
Hiring packaged around a PS5 giveaway, to break the trades' recruiting mold.
Company Esports Olympics
Recap edit of an internal event, cut for social and internal channels.
Trade show presence
EEC's branded booth, part of the physical brand system across trucks, signage and events.
I make it
The content and the brand, produced in-house.
Cinematic video production
Documentary-style brand films, CEO-led stories and jobsite footage, shot and cut in-house.
Brand strategy and design
Identity systems that hold up on a box truck, a billboard, a hard hat and a phone screen.
Social media
Platform-native content built on audience psychology, with a posting rhythm that compounds.
I systemize it
So it keeps shipping without me in the room.
Content strategy and systems
Calendars, templates and approval lanes that turn one-off tasks into a pipeline anyone can run.
AI automation
AI built into editing, repurposing and reporting, with a person checking everything that ships.
Culture signal system
Short, in-the-moment employee prompts turned into a weekly briefing leadership can act on.
I prove it
Every campaign gets a number before it ships.
Digital marketing
One connected funnel across web, email, SMS, paid and organic, measured end to end.
Analytics and reporting
Attribution from ad click to CRM record, and dashboards leadership can read in one screen.
Leadership
A seat at the CEO's table and one story every department can run with.
Let's get to work.
If you need a marketing lead who can shoot the video, build the funnel and prove what it did, I'd like to hear what you're working on.
- Phone
- 774-573-5035
- linkedin.com/in/michael-costanza
- Based in
- Milford, Massachusetts