Paid media
I lead paid media and manage the contractor team. I create and build the ad assets, then direct where the contractors place them, connecting the creative idea to campaign delivery.
Featured engagement / AI-assisted retail transformation
Billiard Factory + C.L. Bailey
Connect room design, shopping and the sales conversation.
Joshua leads retail concept and visual direction across the storefront, Spring Gallery, campaigns and C.L. Bailey. In roughly three months, the team brought a new front end and 27 shoppable room stories online.
The fall refresh added a seasonal editorial layer and four décor categories, letting a customer consider the table as part of a complete room. AI made the options reviewable early; product checks and human decisions governed publication.
The engagementConnected work
Connect the showroom plan to what shoppers can buy.
The 34-station Spring plan gives the showroom team a shared map. Twenty-seven published collections turn those stations into digital rooms with linked tables, rugs, lighting, art and wall treatments. A shopper can inspect a complete look, then shop its pieces or visit the store.
- Joshua’s role
- Marketing Engine platform design and build with Claude Code; retail concept and showroom visual direction; station decisions; campaign and product direction; direction of the website rebuild and Shopify transition; paid media and SEO/AEO leadership, contractor management, ad creation and placement direction; Vibe campaign and account management; marketing analytics and performance analysis using Google Analytics 4 (GA4); and connecting the sales team to GoHighLevel.
- Collaboration
- Brady Stick was a co-creative partner on Spring and, with the Billiard Factory web team, implemented the digital Gallery. The web team implemented the storefront, Shopify integration and catalog systems under Joshua’s direction. Joshua designed and directed Content Factory; Brady built it. Campaign pages also involved Brady and SEO copy by Zorica where credited.
- Built with AI
- Claude helped structure and build the web and internal systems; Higgsfield supported room mockups and campaign media. Product checks and human review sit between generation and publication.
- What is live
- The new Billiard Factory front end, the existing Spring store, its 27 digital room stories, Game Room Furniture Partners’ trade showroom site, C.L. Bailey’s public site and live campaign pages. Project records document the public Shopify checkout launch on October 16, 2026. The ERP transition, physical Spring redesign and franchise planning continue.
The build methodDirection · generation · verification · delivery
Review room and campaign ideas before committing to production.
Joshua sets the retail idea and creative rules, uses AI to make the options tangible, then works with the team to check product truth and ship the chosen direction.
The Spring station plot turns floor decisions into a brief for Higgsfield room mockups. Claude Code helped build web experiences and the internal Engine Room. Content Factory carries product and brand references through media generation, approval and scheduling. This makes proposed rooms and assets concrete enough for product, web and showroom teams to check before publishing.
- 01 / 04DirectSet the room concept, station decisions, product mix and campaign rules.
- 02 / 04MakeUse Higgsfield for room and campaign visuals; use Claude to help build pages and systems.
- 03 / 04CheckMatch real products and specifications; review renders, copy and posts with the team.
- 04 / 04ShipPublish shoppable rooms, campaign pages and approved social; route relevant inquiries to sales.
01 / Retail experienceLive online · physical redesign ongoing
Shop the complete room, online and in Spring.
The existing Spring showroom is open. Its working redesign maps 34 coded stations with a visual mockup at each code. 27 room stories are already published on Billiard Factory’s Collections site, connecting digital renderings to tables, cloth, lights, rugs, art and wall treatments shoppers can explore.
The room images are renders of the design direction, not photographs of finished installations. The digital collection pages and expanded rugs, lighting, art and wallpaper assortment are live. New physical room installations and the formal Spring relaunch remain underway.
The fall storefrontLive online · October 2026
Sell the setting around the game.
The fall storefront moves Billiard Factory beyond an equipment-led catalog. Tables now appear with the light, rug, art and wall treatment that make a room feel lived in.
Four new ways to finish a room.
Rugs, lighting, artwork and wallpaper became four new décor categories in the site navigation. The seasonal opening scene, product hotspots, shoppable room stories, new-arrival rail and supporting film give a customer ways to move from inspiration to a verified product page. Showing pieces together makes scale and style easier to assess and exposes more of the assortment in a single visit; sales impact has not yet been measured here.
The fall experience is organized through one seasonal content system, so the team can change room imagery, featured products and campaign messages for another season without redesigning the storefront each time. Motion brings the rooms to life, while media loads as it comes into view and supports reduced-motion preferences. Joshua helped direct the retail concept and visual language; Brady Stick and the Billiard Factory web team implemented the storefront.
Lighting
Pendant and chandelier options change how the table and seating read as one space.
Rugs
A rug helps customers judge scale, color and the space needed around the table.
Art & walls
Artwork and wallpaper complete the setting and create another route into the assortment.
Distinct brand worlds
Help a shopper choose the right kind of table.
Joshua’s contribution is retail and creative direction across the room-led experience. The Billiard Factory web team translated those choices into the live pages and interactions.
The brand pages no longer treat every maker as the same product list. C.L. Bailey uses a warm, furniture-led presentation, with Tunbridge shown in 3D and cloth options close to the product story. Velocity uses a sharper match-play language and a 3D Velocity Pro. Level Best, Olhausen and Brunswick have their own visual worlds. The difference helps shoppers understand why each brand belongs in a particular room or style of play.
Billiard Factory / Designers & trade
Game Room Furniture Partners
Billiard Factory’s trade-only Dallas Market Center showroom serves interior designers. Its website lets them browse 421 catalog items across coordinated collections, collect product details before market and contact the showroom about pricing or a complete room specification.
02 / Customer & dealer experienceLive public site · private dealer tools
Answer the buyer, equip the dealer.
Billiard Factory’s C.L. Bailey brand has its own English and Spanish site. Customers can compare products, check room fit, ask an AI concierge product questions and find an authorized dealer. Its authenticated dealer area makes brand and product assets available; operational screens for orders, inventory and leads are still backed by demonstration data.
The companion Brand Bible gives dealers and partners shared identity, photography, copy and co-branding rules, reducing inconsistent or unsupported product claims.
03 / Shopify & ecommerceLive customer paths · migration in progress
Directing the move to Shopify.
I directed the website rebuild and Shopify transition, connecting brand, customer experience and ecommerce. The headless Shopify Plus transition connects the customer experience to configurable products, priced add-ons and delivery choices. Project records document the public checkout launch on October 16, 2026. XoroERP and the broader operational transition remain in progress.
Campaign pages connect creative to a next action. Joshua connected the sales team to GoHighLevel before building the pages; Home Field carries its room-led idea through a live offer page, scheduled social work and a tagged form whose inquiries reach the sales CRM.
04 / Paid media, SEO/AEO & CTVCreative production · Contractor leadership
Lead the creative and its delivery.
Campaign briefs connect the offer and audience to page, image, film and social deliverables. Each case records Joshua’s contribution and the team credits. The published examples show how Billiard Factory and C.L. Bailey use different creative voices within that shared delivery process.
SEO & AEO
I lead search engine optimization and answer engine optimization, managing the contractor team responsible for that work alongside paid media.
Vibe / Streaming TV
I direct our connected TV (CTV) campaign through Vibe, build the ads and manage the account. My role spans creative production and hands-on campaign management.
Home Field
AI-made rooms and film carried into a live page and social campaign.
Explore the campaign
C.L. Bailey Factory Event
A complete AI film, campaign mockups and an interactive page for the October 16–31 event.
Explore the campaign
Season Opener
“The season starts at home” became the August campaign brief and creative direction.
Explore the campaign
Labor Day
Creative direction and template for a live offer page, built by Brady Stick with SEO copy by Zorica.
Explore the campaignPublished social examplesBilliard Factory · C.L. Bailey
Home Field
A campaign idea carried from the live offer page into an Instagram story about coming home to the game.
Spring, in progress
Public posts show the physical showroom changing while the digital room stories are already shoppable.
C.L. Bailey
Product and craft storytelling uses a quieter voice for the dealer-focused brand.
05 / The marketing engineBuilt with AI · Used by the team
I built the system the campaigns run through.
Joshua designed and built Engine Room with Claude Code. Its Marketing Engine links a rolling calendar to briefs, assets, owners, review status and channel schedules. In the Home Field working plan, 131 recorded deliverables sit in one campaign context, making missing files and next handoffs visible to the team.
Higgsfield-made images and films, social assets and landing pages use that same brief. Teammates can open linked assets from the campaign record. Content Factory handles social review, scheduling and publishing, and its records appear back in Engine Room. Joshua designed and directed Content Factory; Brady Stick built it.
06 / Brand & productLive guidelines · product concept in progress
Rules for the brand. Specifications for the product.
Billiard Factory’s live Brand Hub gives teams shared visual and editorial rules. Joshua also developed Tierra, a three-design cue family with an approved direction and factory-facing artwork in progress. The images shown are concepts, not produced cues.
07 / Model for scaleIn development
Test whether the retail system can be repeated.
The station plan, brand rules, product mix, campaign workflow and operating tools are being documented as parts of a possible repeatable store model.
That model is informing Billiard Factory’s franchise planning with consultants. It remains under review; this case describes design and systems work, not an approved franchise program, launched offer or completed store rollout.
The project recordDetailed cases
Explore the parts in detail.
Retail & product
- Spring Gallery
Live digital rooms; physical redesign in progress
- Game Room Furniture Partners
Billiard Factory’s trade-only showroom, focused on interior designers
- Billiard Factory Brand Hub
Live brand reference and design tokens
- Tierra cue line
Approved product direction; factory artwork in progress
Customer & dealer experience
- C.L. Bailey portal and concierge
Bilingual public site and private dealer path
- C.L. Bailey Brand Bible
Live guidelines for consistent dealer-facing work
- Commerce transition
Shopify checkout launch documented in October 2026; ERP transition continues
Campaign & delivery
- Landing pages
Offer pages, CRM capture and sales handoff
- Home Field
Live retail campaign
- Engine Room
Marketing platform built with AI: planning, assets, schedules and delivery
- C.L. Bailey Factory Event
Upcoming October campaign: AI film, artwork and interactive landing page
- Content Factory
AI-assisted creative and publishing workflow