The first step was connecting marketing to measurable results. I launched the company’s first Salesforce CRM tied directly to digital campaigns, automated lead tracking and scoring, and built paid-search and SEO programs that targeted real estate investors nationwide.
Inbound volume grew from hundreds to thousands of leads per month, and marketing shifted from a cost center to the core growth engine of the business.
In 2017, Fortress Investment Group acquired the company and rebranded it as CoreVest. I led the digital side of the transformation — managing the new brand identity, domain migration, and SEO preservation while rebuilding the website around investor intent.
We launched new funnels for Bridge, DSCR, and Portfolio Loans, each tied to attribution dashboards that tracked spend, conversion, and funded volume. By the end of 2018, CoreVest had become a national brand, with digital channels driving the majority of funded loan opportunities.
In 2019, Redwood Trust (NYSE:RWT) acquired CoreVest. By then, the company had funded over $4 billion in loans and established itself as a leading private lender. I transitioned into the role of Vice President of Marketing, responsible for CoreVest and Redwood’s growing family of lending and investment brands.
My focus shifted from building one company to integrating several under one unified marketing and analytics framework. I centralized operations across SEO, paid media, analytics, and communications — creating shared systems that tied origination, capital markets, and investor relations together through data.
As Redwood expanded, I led the marketing integrations for 5 Arches and Riverbend Funding, merging platforms, databases, and analytics into a single enterprise ecosystem. I also helped launch new initiatives that extended Redwood’s reach beyond institutional lending:
- Aspire HEI, giving homeowners access to equity without new debt.
- Redwood Residential, connecting institutional capital with single-family rentals.
- RWT Horizons, investing in more than 30 fintech and proptech startups.
Each new venture built on the same foundation — scalable systems, measurable outcomes, and marketing fully aligned with business performance.