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Raphael Kanopf

Marketing Strategist | Creative Director | Brand Manager

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About Me

I have always been driven by momentum.

I grew up in the south of Brazil and started working at twelve. Not because I was forced to, but because I wanted to build something of my own. I wanted to earn. I wanted to move. That instinct never left me.

At twenty, I moved to New Zealand with less than a thousand dollars and no English. I did not know anyone. I did not have a safety net. What I had was hunger. Since then, I have built my life the same way I built my businesses. By learning fast, adapting quickly, and refusing to stand still.

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Over the past decade, I built and led a creative agency from scratch. I helped grow brands from almost nothing to large engaged audiences. I generated real revenue through content, positioning, and strategy. I built teams. I hired talent. I closed deals. I structured systems. I navigated growth and I navigated setbacks. I understand marketing not as aesthetics, but as leverage.

I understand the tools, but I think in vision.

I have been the one holding the camera. I have edited the late nights. I have handled clients. I have built automation systems. I have carried the weight of payroll and pressure. That full experience is what allows me to operate at a higher level now. I see the whole picture. Brand, narrative, operations, growth, culture. I know how to align them.

What excites me most is shaping direction.
Creating clarity where there is noise.
Turning ambition into structure.
And structure into momentum.

Outside of business, I train almost every day. Weightlifting and functional training keep me grounded and ready. I skateboard. I surf. I spend time by the ocean. I love coffee. I love fashion. I love art and tattoos and expressing who I am without apology. I collect music. I listen to vinyl. I DJ for fun. Old jazz, old hip hop, Brazilian music that reminds me where I came from.

In 2020, I completed a full circumnavigation of New Zealand on a bicycle. Over 6,750 kilometers across the North Island, the South Island, and Stewart Island in 83 days, raising awareness for men’s mental health. I slept in strangers’ homes. I washed in cold water. I kept moving. That journey changed me.

I have also done silent retreats like Vipassana more than once. Ten days in silence. No phone. No talking. Just presence. It taught me how loud the mind can be and how powerful stillness is.

I have driven across South America with friends. I have taken risks. I have built things. I have lost things. I have rebuilt.

I value loyalty. I respect courage. I believe in ownership. I believe in saying what you mean and meaning what you say.

I am at my best when I am building with a team that wants to win and wants to grow.

If you are creating something meaningful, I am interested in being part of that story.

explore My

Experience

Leadership & Strategy

● Brand and marketing strategy development
● Creative direction and brand positioning
● Team leadership, hiring, and development
● Campaign strategy and execution
● Growth strategy and audience expansion
● Business development and sales closing
● Client acquisition systems
● Performance analysis and optimisation

Content & Media Strategy

● Social media strategy and organic growth
● Short form and long form content strategy
● Content planning and calendar development
● Brand narrative and authority positioning
● Thought leadership strategy
● Platform optimisation

Production & Technical Foundation

● Full scale video production oversight
● Cinema camera operation
● Gimbal operation
● Lighting setup
● Audio setup
● Podcast setup and studio production
● Video editing
● Commercial and event photography

Digital Systems & Performance

● Marketing automation strategy
● Workflow automation using Make and n8n
● CRM structuring
● Funnel development
● Meta Ads and Google Ads strategy
● Analytics and performance tracking

Commercial & Communication

● Client relationship management
● Negotiation
● Proposal development
● Public speaking and workshop facilitation

Browse my recent

Projects

01
Project 01
The Brief Store – Building a Scalable Content Engine

1. Introduction
‍
The Brief Store was a bootstrapped creative agency built from the ground up with just over $30,000 in initial capital and a clear thesis: short form content, when executed strategically and at scale, can become a revenue engine, not just a marketing expense.

Launched in 2021, the agency scaled to over $1M in annual revenue, with its strongest year producing more than 850 short form videos across multiple industries.

What differentiated The Brief Store was not volume alone, but structure. Every piece of content sat inside a larger strategic framework built around brand positioning, authority building, platform optimisation, and commercial outcomes.

We worked with dozens of brands and business owners, helping them transition from inconsistent posting to systematic content ecosystems. This included short form video strategy, personal brand authority development for founders, narrative alignment, and conversion-focused storytelling designed to drive both visibility and revenue.

The Brief Store was not just a production company.
It was a scalable content machine.

‍2. Strategic Actions I Executed
1. Built the Business Model from Zero
●
Designed the service structure, pricing architecture, and packaging
● Defined recurring revenue retainers instead of one-off projects
● Positioned the agency around outcomes, not deliverables

2. Created a Proprietary Content Framework
●
Developed a repeatable content strategy model
● Structured content into pillars (authority, engagement, conversion)
● Built narrative frameworks for founders to become personal brands
● Engineered short form content for reach + conversion simultaneously

3. Engineered Scalable Production Systems
●
Standardised filming workflows
● Created repeatable editing templates
● Built internal SOPs for filming, scripting, editing, and distribution
● Managed production capacity to handle 850+ videos annually

4. Shifted Clients from “Posting” to “Content Ecosystems”
●
Audited client positioning and messaging
● Aligned brand identity with content output
● Designed funnel-driven content structures
● Connected short form to lead generation pathways

5. Built Authority-Driven Marketing
●
Leveraged organic short form content to attract inbound leads
● Positioned The Brief Store as a strategic partner, not a videography supplier
● Built founder-led authority marketing

6. Led and Managed Creative & Operations
●
Hired and managed videographers and editors
● Directed creative output across multiple industries
● Oversaw quality control and delivery timelines
● Managed client communication and retention

7. Maintained Lean Financial Discipline
●
Bootstrapped operations with limited capital
● Controlled overhead during scaling
● Prioritised profitability alongside growth

3. Outcomes
●
Scaled from $30,000 startup capital to $1M+ annual revenue
● Produced 850+ short form videos in strongest year
● Worked with dozens of brands across industries
● Converted multiple clients to long-term retainers
● Built a recognisable brand within its niche market
● Created repeatable systems that allowed growth without operational chaos

Executive Positioning Summary (What This Shows About Me)
●
I can build from zero.
● I understand scalable systems, not just creative output.
● I think in frameworks, not random tactics.
● I connect content to revenue.
● I lead teams and manage operations.
● I operate commercially, not emotionally.

02
Project 02
Shorts & Snorts – Engineering a Viral Media Asset

1. Introduction
‍
Shorts & Snorts began as an internal creative experiment under the name The Bristol TV. The goal was simple but ambitious: build a high-velocity comedy brand designed specifically for short-form platforms and engineer attention at scale.

Within the first year, we produced and edited over 300 short videos. The results were immediate and explosive. The account generated over 30 million monthly impressions on Instagram alone, with multiple videos surpassing 25 million views individually.

In less than six months, the brand grew to over 100,000 followers organically. Engagement was consistently high, with thousands of comments and shares across posts, creating a self-sustaining feedback loop of reach and virality.

The project was later acquired for $20,000 and rebranded under its current name, where it continues to operate successfully.

This was not accidental virality.
It was engineered attention.

‍2. Strategic Actions I Executed

1. Built the Brand from Concept to Exit
●
Identified short-form comedy as a high-velocity attention vehicle
● Designed the brand positioning and tone
● Built the creative concept and direction
● Structured the brand for scale, not randomness
● Negotiated and executed the eventual $20,000 sale

2. Engineered Platform-Specific Strategy
●
Studied Instagram algorithm mechanics deeply
● Designed content for retention, shareability, and replay value
● Optimised hook timing within the first 2–3 seconds
● Built repeatable viral frameworks rather than one-off hits
● Leveraged comment engagement to fuel algorithm distribution

3. Created High-Output Production Systems
●
Produced 300+ short-form videos in under 12 months
● Structured batch filming sessions
● Built a production calendar
● Directed creative themes and series formats
● Maintained consistency in output and quality

4. Built and Led the Creative Team
●
Recruited and assembled performers
● Coordinated locations and logistics
● Acted as producer on every shoot
● Directed creative flow and performance
● Oversaw all final output through The Brief Store’s editing team

I did not edit directly, but I controlled creative direction and final delivery standards.

‍5. Secured Brand Partnerships
●
Leveraged organic reach to secure brand collaborations
● Worked with brands such as JBL and White Studios
● Structured content integration without damaging audience trust
● Maintained audience-first content even in sponsored formats

6. Built an Engagement Engine
●
Focused on share-driven concepts
● Triggered comment loops intentionally
● Designed content that encouraged tagging and discussion
● Turned engagement into distribution

This created a compounding reach effect.

‍3. Measurable Outcomes
●
100,000+ followers in under 6 months (organic growth)
● 30+ million monthly impressions at peak
● Multiple videos exceeding 25 million views
● 300+ videos produced within 12 months
● Secured commercial brand deals
● Successfully sold the brand for $20,000
● Built a transferable viral content system

4. What This Demonstrates About My Skillset
● I understand attention economics.
● I can build audiences from zero.
● I know how to engineer virality, not chase it.
● I can build creative teams and lead production.
● I understand platform mechanics deeply.
● I can turn creative projects into monetisable assets.
● I operate strategically, not randomly.

Executive Positioning Summary
‍
Shorts & Snorts proves I can:
● Identify attention opportunities early
● Build and scale an audience rapidly
● Create high-output content systems
● Secure brand partnerships
● Exit a media asset profitably

It was not just content.
It was engineered distribution, executed with structure.

03
Project 03
Anuj Bisht – From Local Agent to Digital Authority

1. Introduction
‍
Anuj Bisht was a high-performing real estate agent in South Auckland, selling over 150 homes per year. Despite strong offline performance, he had no structured social media strategy, no digital positioning, and no personal brand authority online.

The opportunity was clear: transform a traditional local operator into a recognisable digital authority.

Over eight months, filming just once per month, we built his account from zero to over 8,000 followers organically, later surpassing 10,000. Every element of the strategy was handled internally.

Brand positioning, content pillars, scripting, filming, editing, posting, paid campaign integration, and optimisation were fully managed by us.

The client’s involvement was minimal. He showed up to present. We built everything else around him.

This was not about making him famous.
It was about making him trusted.

‍2. Strategic Actions I Executed
1. Defined Brand Positioning
● Identified his unique strengths (work ethic, market knowledge, cultural relatability)
● Shifted positioning from “real estate salesperson” to “property advisor”
● Clarified tone of voice and on-camera personality
● Built a narrative around trust, knowledge, and accessibility

2. Built Structured Content Pillars
Instead of random posting, we developed clear pillars:
● Market education
● Property investment advice
● Community/local insight
● Personal credibility and social proof
● Engagement-driven content

Each video had a role inside a larger strategy.

‍3. Engineered a Scalable Production Model
● Filmed once per month
● Batch-produced multiple pieces of content per session
● Built scripting frameworks for efficiency
● Created repeatable formats
● Managed editing and publishing schedule

This allowed consistency without overwhelming the client.

‍4. Managed Full Execution End-to-End
● Scriptwriting
● Creative direction
● Filming
● Editing
● Caption strategy
● Posting
● Comment management
● Paid amplification campaigns

The client focused on selling homes.
We focused on building authority.

‍5. Integrated Paid Amplification Strategically
● Boosted high-performing organic content
● Targeted local audiences
● Increased regional visibility
● Strengthened brand recall

Paid media was used as amplification, not dependency.

‍6. Focused on Credibility Over Vanity Metrics
● We prioritised:Authority positioning
● Market expertise
● Trust signals
● Social proof

Follower count was a byproduct, not the goal.

‍3. Measurable Outcomes● Grew account from 0 to 8,000+ followers in 8 months
● Later surpassed 10,000 followers organically
● Achieved individual videos exceeding 500,000 views
● Created strong regional visibility in South Auckland
● Generated real-world recognition (“Are you the guy from social media?”)
● Elevated positioning from local agent to recognised local authority

4. Real Business Impact
● Increased inbound awareness
● Strengthened listing presentations
● Improved brand perception
● Built trust before first meeting
● Positioned him as the obvious choice in competitive conversations

This was authority leverage in action.

‍5. What This Demonstrates About My Skillset
● I can take someone with no digital strategy and build authority from scratch.
● I understand personal brand positioning deeply.
● I know how to connect content to trust and revenue.
● I build systems that reduce client friction.
● I manage full-funnel marketing execution.
● I operate with structure, not guesswork.

Executive Positioning Summary
‍
This project proves that:
● Attention can be engineered.
● Authority can be built intentionally.
● Content can shift market perception.
● Consistency beats noise.
● Personal brands, when structured properly, become commercial assets.

It was not about virality.
It was about converting visibility into credibility, and credibility into business.

04
Project 04
Leon Schrader – High-Performance Property Sales Through Paid Acquisition

1. Introduction
‍
Leon Schrader was a real estate agent operating on the North Shore of Auckland. While he was active in the local market, his digital property marketing relied heavily on traditional listing platforms and organic exposure.

The opportunity was clear: replace passive property exposure with structured, high-performance paid acquisition systems designed to attract qualified buyers and convert them efficiently.

This project focused almost entirely on Meta Ads and Google Ads. The objective was not visibility alone — it was measurable return on investment and accelerated property sales.

This was not content marketing.
This was engineered demand generation.

‍2. Strategic Actions I Executed
1. Built Tailored Property Funnels
‍
Instead of running generic listing ads, I designed:
● Individualised funnels for each property
● Custom landing flows
● Targeted ad sets per listing
● Property-specific messaging

Each campaign was treated as its own micro-business.

Buyers did not just see an ad.
They entered a structured experience.

‍2. Engineered A/B Testing Systems
‍
For every campaign we tested:
● Creative variations
● Headlines
● Call-to-action structures
● Audience segments
● Video vs static formats

This allowed us to:
● Identify winning combinations quickly
● Reduce cost per click
● Improve lead quality
● Scale successful campaigns

3. Integrated Meta + Google Ads Strategy
‍
We combined:
● Meta Ads for demand generation
● Google Search Ads for high-intent capture
● Retargeting sequences for warm audiences
‍
This ensured:
● Maximum exposure
● Multi-touchpoint reinforcement
● Efficient budget allocation

4. Designed High-Converting Creative Assets
‍
Each property campaign included:
● Professional video walkthroughs
● High-quality photography
● Structured ad copy focused on lifestyle and value
● Short-form cutdowns for retargeting

We weren’t just advertising houses.
We were selling opportunity, positioning, and urgency.

‍5. Optimised for ROI, Not Vanity Metrics
‍
Our key metrics were:
● Cost per click
● Cost per lead
● Cost per acquisition
● Return on ad spend
● Speed of buyer engagement

Continuous optimisation reduced inefficiencies and improved overall campaign performance.

‍6. Created Fast Turnaround Campaign Cycles
‍
Real estate requires speed.
We built systems that allowed:
● Rapid campaign launches
● Immediate testing cycles
● Quick creative adjustments
● Real-time performance monitoring

This ensured listings didn’t sit stagnant.

‍3. Measurable Outcomes
●
Improved buyer inquiry volume
● Reduced cost per click over campaign lifecycle
● Lowered cost per acquisition through structured testing
● Increased qualified lead flow per property
● Accelerated buyer engagement timeframes
● Helped drive stronger property sales outcomes

Most importantly:
Marketing shifted from exposure-based to performance-based.

‍4. Real Business Impact
● Leon moved from relying on platform exposure to owning his demand pipeline
● Marketing became predictable and measurable
● Each property listing became a structured conversion campaign
● Advertising spend produced trackable returns

This repositioned him from reactive selling to strategic marketing-driven selling.

‍5. What This Demonstrates About My Skillset
●
I understand performance marketing deeply.
● I can design conversion funnels, not just ads.
● I optimise for ROI, not impressions.
● I integrate Meta and Google strategically.
● I build repeatable acquisition systems.
● I operate commercially, not creatively for the sake of creativity.

Executive Positioning Summary
‍
This project demonstrates my ability to:
● Turn paid media into a measurable revenue engine
● Reduce acquisition costs through structured testing
● Build property-specific funnels at scale
● Drive qualified buyer demand quickly
● Convert marketing spend into tangible commercial outcomes

This was not a listing promotion.
It was engineered property acquisition at scale.

05
Project 05
Brief Automations – Building a Scalable Automation & Lead Generation Engine for Tradies

1. Introduction

‍
Brief Automations was launched as a new vertical inside The Brief Store, targeting a completely different niche: trades businesses across New Zealand and Australia.

The opportunity was clear.

Tradies were excellent operators in their field, but most lacked:
● Structured client acquisition systems
● Lead follow-up automation
● Website optimisation
● Funnel visibility
● CRM processes

The mission was to create an end-to-end acquisition and automation system that would help trades businesses:
● Generate leads consistently
● Improve customer experience
● Increase booking efficiency
● Reduce missed opportunities
● Build operational structure

In less than six months, we acquired over 20 recurring clients at an average ticket of $2,500 per month.

This was not just a marketing service.
It was a systems-based growth engine.

‍2. Strategic Actions I Executed
1. Designed the Business Model from Scratch
●
Identified tradies as an underserved automation market
● Built service packages focused on outcomes, not tools
● Structured recurring monthly retainers
● Created clear deliverables around automation + lead generation

This was a brand-new business line, not a pivot.

‍2. Built End-to-End Funnel Architecture
‍
Instead of offering isolated services, we created integrated systems:
● Website builds or optimisation
● Embedded automations
● Funnel mapping
● CRM integrations
● Lead capture flows

Every client received a structured acquisition pathway.

‍3. Engineered Paid Acquisition Systems
‍
We deployed:
Google Ads for high-intent capture
● Meta Ads for awareness and retargeting
● Landing page funnels
● Location-based targeting

Each campaign was structured around:
● Cost per lead
● Cost per acquisition
● Conversion rate optimisation

Paid traffic was not the strategy.
Conversion architecture was.

‍4. Built Automation Infrastructure
‍
We implemented:
● Email automation sequences
● Lead qualification workflows
● Follow-up reminders
● Client onboarding systems
● Internal CRM structures

This reduced friction for tradies and improved client experience.

‍5. Focused on Client Experience Design
‍
The goal was not just more leads.
It was a smoother buying journey.

We improved:
● Response times
● Booking flow
● Communication clarity
● Customer perception

This directly increased conversion rates.

‍6. Managed Cross-Border Scaling
●
Operated across New Zealand and Australia
● Built systems adaptable to different regions
● Structured processes that worked regardless of geography

This validated the model’s scalability.

‍3. Measurable Outcomes
●
20+ recurring clients acquired in under 6 months
● Average client value: $2,500 per month
● Six-figure recurring revenue generated rapidly
● Strong client ROI through structured lead systems
● Repeatable acquisition model validated

Most importantly:
We proved the system worked across multiple trades industries.

‍4. Real Business Impact
‍
For clients:
● More predictable lead flow
● Improved customer journey
● Reduced missed enquiries
● Higher booking efficiency

For the business:
● Created a scalable recurring revenue stream
● Expanded into a completely new vertical
● Built a replicable automation model

5. What This Demonstrates About My Skillset● I can build a new business vertical from zero.
● I understand acquisition + automation deeply.
● I think in systems, not campaigns.
● I connect marketing to operations.
● I design scalable recurring revenue models.
● I execute across markets and industries.

Executive Positioning Summary
‍
Brief Automations demonstrates my ability to:
● Identify market gaps
● Build productised services
● Create high-ticket recurring models
● Architect acquisition systems
● Integrate automation and marketing
● Scale rapidly in new industries

This was not a side project.
It was a strategic expansion built with structure and commercial clarity.

06
Project 06
CSL Infrastructure – Repositioning an Enterprise Brand for High-Stakes Contracts

1. Introduction
‍
CSL Infrastructure is one of the largest infrastructure companies in New Zealand, delivering large-scale civil and construction projects.

While operationally strong, CSL faced a strategic communication gap. Their internal capabilities and project impact were not being effectively communicated to:
● Government bodies
● Enterprise clients
● Strategic stakeholders
● Industry decision-makers

The opportunity was clear:

Elevate CSL’s brand perception to reflect the true scale, professionalism, and impact of their work.

This was not about marketing visibility.
It was about credibility at enterprise level.

‍2. Strategic Actions I Executed
1. Reframed Brand Communication Strategy
●
Analysed how CSL presented itself publicly
● Identified gaps between operational excellence and brand perception
● Repositioned messaging around impact, scale, and execution capability
● Shifted communication tone from “contractor” to “infrastructure partner”

2. Built Structured Video Campaign Procedures
‍
We developed repeatable systems for:
● Project showcase videos
● Internal updates
● Capability presentations
● Stakeholder communication content
● Executive messaging formats

This created consistency and professionalism across communications.

‍3. Elevated Visual & Narrative Positioning
●
Directed high-quality video production for major projects
● Structured storytelling around scale, complexity, and execution
● Highlighted impact metrics and community value
● Ensured brand visuals matched enterprise-level standards

This strengthened how CSL appeared in formal procurement environments.

‍4. Developed Communication Systems for Government & Enterprise
●
Helped refine presentation materials
● Structured visual assets for tenders and proposals
● Created professional documentation workflows
● Built repeatable content processes for ongoing brand reinforcement

This ensured CSL was no longer reacting — they were presenting strategically.

‍5. Improved Internal Brand Alignment
●
Clarified how teams communicated projects
● Standardised messaging across departments
● Built systems for showcasing completed work

This strengthened both internal pride and external perception.

‍3. Measurable Outcomes
●
Improved enterprise brand presentation
● Elevated perception among government and large-scale clients
● Strengthened procurement positioning
● Enhanced stakeholder communication
● Supported multi-million dollar contract wins

While contracts involve many factors, we know our systems and brand elevation directly contributed to strengthening CSL’s competitive positioning in high-value negotiations.

‍4. Real Business Impact
●
Shifted CSL from “operator” perception to “strategic infrastructure partner”
● Improved executive-level communication clarity
● Increased confidence in client-facing materials
● Created scalable brand systems for long-term positioning

This was not marketing for attention.
It was marketing for influence.

‍5. What This Demonstrates About My Skillset
●
I understand enterprise brand perception
● I can operate at government and corporate level
● I build structured communication systems
● I align messaging with strategic business objectives
● I create assets that support high-value negotiations
● I operate beyond social media and into corporate positioning

Executive Positioning Summary
‍
This project demonstrates my ability to:
● Elevate enterprise brand authority
● Build structured communication frameworks
● Support high-value procurement processes
● Strengthen competitive positioning
● Influence outcomes at multi-million dollar scale

This was not about views or leads.
It was about building credibility that wins contracts.

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hi@raphaelkanopf.com
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