Arin Westerbeck

People enablement Communications Leadership Brand Storytelling

Demo Reel

About Me

I am a People Enablement and Communications leader with 10+ years of experience building high-impact video, digital, and branded content that drives audience engagement, brand growth, and employee & customer education across B2C and B2B organizations. I specialize in building communication systems and learning experiences that help people work better together. Whether I’m developing training video series, internal storytelling, or content frameworks that guide behavior change, my focus is always on how people understand, adopt, adapt, and perform. I have a proven ability to lead end-to-end production, develop scalable content systems, and partner cross-functionally throughout the organization.

I’m currently exploring opportunities where communication, enablement, and culture intersect — especially roles focused on learning experience, internal communications, and employer brand.

RESUME

People Impact Projects

Here you will find several examples of projects and initiatives that I have championed to support training, enablement, internal communications, and culture.

Below you will find video examples of projects I have led and created as detailed in this section.

    • Developed a multi-module training series that reduced onboarding time by 33% and improved learner retention, supporting cross-department alignment on new tools & processes.

    • Created an extensive training series for sales team detailing the sales process from start to finish, demonstrating tactics training, language and terminology, product knowledge, and exploring common barriers.

    • Spearheaded a variety of customer and employee educational initiatives including product demonstrations, troubleshooting tips, and operational processes.

    • Developed internal videos and communications that increased participation in company initiatives, learner engagement, comprehension, and reinforced core values.

    • Cultivated and supported social media engagement through showcasing and documenting company-wide events, celebrations, and milestones.

    • Produced candidate-focused storytelling that communicated culture, purpose, and career growth - supporting talent attraction efforts.

    • Led multi-platform initiative to improve customer reviews through values-based training across multiple departments for alignment, leading to several markets increasing customer satisfaction scores by 27%.

    • Worked closely across sales, human resources, operations, and executive departments to create hundreds of branded media projects (including commercials, digital, and print) adopting storytelling that shapes perception, clarifies purpose, and supports culture.

External Brand Storytelling

Below you will find examples of projects that I have produced for external brand awareness.

Life in Motion — Danley’s Garages
Overview: Create a fresh, crisp look to redefine Danley’s visual presence in video and kickstart their 2025 marketing campaign with a new message. Also to create enough content from one commercial shoot to adapt the commercial for fresh looking content for each month of the campaign.
Role: Project Manager, end-to-end. Writer. Producer. Director. Editor.
Process: Created concept with more kinetic motion and energy following the message that “your garage is an extension of your home”. From storyboards, the set for the garage was built to be adaptable for different scenarios (graduation party, art studio, etc.). Multiple different setups were filmed to maximize content.
Outcome: What happened — 10% increase in sales YOY, significant increase of customers referencing commercial as motivator for sale, redefined a more polished presence for the brand.

The Draft — Feldco Home Renewal
Overview: Create an October campaign commercial that feels fundamentally different from previous commercials, aligning with seasonality for Halloween.
Role: Project manager, end-to-end. Director. Producer. Editor.
Process: Conceptualized a horror movie trailer for the commercial, storyboarded each segment for shooting, co-directed commercial on set.
Outcome: Increased engagement on social media, highest number of views on a Feldco commercial, client satisfaction across the board.

Bee Man — Feldco Home Renewal
Overview: Create a commercial fitting into the “We’re the experts” campaign with an attention-grabbing spectacle at the top.
Role: Project Manager, End-to-End. Producer. Editor.
Process: Conceptualized a somewhat common household occurrence of insects getting into the home to appeal to audience, found bee wrangler for practical execution, extensive post-production process.
Outcome: Renowned customer feedback and engagement on social platforms, acclaim from stakeholders, Shorty Award nomination.

Olympic Dave — Feldco Home Renewal
Overview: Leverage partnership with Chicago-based NBC affiliate for Olympics coverage to create a branding focused spot with an Olympic theme.
Role: Project manager, End-to-End. Director. Producer. Editor.
Process: Conceptualization and storyboarding. Contract voice talent. Logistics planning and team coordination.
Outcome: Brand exposure to wide audience, high customer engagement on social media, stakeholder satisfaction.

Slam — Feldco Factory Direct
Overview: Create a high-energy, kinetic commercial using motion graphics and typography to deliver a promotion-driven campaign, focused on affordability.
Role: Project Manager, End-to-End. Writer. Producer. Editor. Motion Graphics Designer.
Process: Script writing for upbeat, confident tone. Extensive auditions for voice talent. leverage both new and archived footage to create dynamic motion to compliment motion graphics.
Outcome: Major shift in future tone and pacing of commercials. Beginning of “We’re the Experts” campaign. 7% increased sales volumes. 15% increase in leads YOY.

VICE — Doritos
Overview: Create a spec commercial for Doritos with a “defined and refined” style, leaning heavily into comedic tone of voice.
Role: Creative Producer. End-to-End Project Manager.
Process: Conceptualization and storyboarding. Logistics management and team coordination.
Outcome: Spot featured on Doritos website and social media as digital short.

Anatomy of a Window — Feldco Home Renewal
Overview: Customer education video breaking down the anatomy and parts of a window.
Role: Project Manager, End-to-End. Editor. Motion Graphics Designer.
Process: Product photography and image editing. Storyboarding. Departmental collaboration with Operations and Sales.
Outcome: Video featured on Customer Education section of website. Reduced number of customer service calls for troubleshooting, creating more opportunity for lead engagement.

Credentials

PROFESSIONAL EXPERIENCE

Feldco Home Renewal — Rosemont, IL

Content Marketing & Video Lead — Mar 2022 – Aug 2025

  • Led training, communications, and enablement content across three business units, supporting employee onboarding, sales readiness, and operational consistency across multi-location teams

  • Built scalable workflows for multi-platform content production, asset & data management, onboarding, product education, and internal knowledge sharing

  • Partnered with leadership, sales, and operations to translate organizational goals into training and communication programs that supported performance, adoption, and alignment

  • Translated organizational goals into structured learning materials and repeatable workflows

  • Managed studio operations, production budgets, timelines, and cross-functional stakeholders to support business initiatives and ensure consistent output and quality

  • Produced high-performing commercial and social content used across TV, digital, and paid advertising channels

MarketScale — Remote (Chicago, IL)

Video Editor — Aug 2021 – Mar 2022

  • Edited daily marketing content for global B2B/B2C clients, ensuring brand alignment and high production value

  • Collaborated with creative executives, and writers to deliver fast-turnaround assets

  • Utilized remote/VPN workflows and Asana to manage deadlines, revisions, and file distribution

Junior Giant Productions, Inc. — Chicago, IL

Creative Producer — Jan 2012 – Apr 2021

  • Produced and edited branded content, commercial videos, short films, and digital campaigns from concept through final delivery

  • Oversaw casting, budgeting, scheduling, directing, cinematography, and post-production across 100+ projects

  • Directed crews of 10–20 and maintained strong client relationships through clear communication and consistent execution

  • Work featured in Chicago International Film Festival and Illinois Film Festival

Starbucks Coffee Company — Chicago, IL

Store Manager — Jul 2012 – Jul 2021

  • Led hiring, onboarding, training, and performance development for teams of 20+ employees across four locations

  • Coached and developed shift supervisors and team members, supporting retention and internal promotion

  • Implemented corporate training programs while adapting delivery to team needs and store performance goals

  • Recognized for leadership excellence through Manager of the Quarter award and Accelerated Development Program

education

Arizona State University — B.A., Organizational Leadership & Behavioral Theory - 2016-2020

  • Graduated Summa Cum Laude

  • Emphasis on leadership theory, human behavior, team effectiveness, and organizational systems

Tribeca Flashpoint College — A.A.S., Film & Media - 2009-2011

  • Honors Graduate

  • Emphasis on directing, film & video production, and media literacy

Core Skills

People & Organizational Development: Training & Onboarding Programs, Internal Communications, Employee Enablement, Leadership Development Support, Change Management & Adoption, Coaching & Performance Management, Workplace Planning, Video-Based Learning & Instructional Content

Learning & Content Delivery: Learning Video & Training Media, Curriculum & Learning Asset Development, Internal Knowledge Systems, Scalable Content Frameworks

Leadership & Operations: Team Leadership & Coaching, Cross-Functional Collaboration, Budgeting, Scheduling, & Resource Planning, Workflow Optimization, Asset Management, Production Logistics

Project Management: Monday.com, Asana, Slack, Divvy HQ, Google Workspace, Microsoft 365, Google Project Management Certification, Creative & Learning Media Tools

Content Production: Video Production & Editing (Adobe Creative Suite, Final Cut, AVID), Scriptwriting & Instructional Storytelling, Multimedia Asset Management