Kasia — Creative Director, Moran Pober Brand
The job in one line
Kasia owns Moran's camera, posting and booking: every day the world sees Moran, and every week more advisors, owners and investors book a call.
Why it matters: the business grows through people who trust Moran before they meet him. Three kinds of people need to see him every day:
- Advisors, who sell buy-side, sell-side and roll-up deals under their own personal brand.
- Business owners and partners, who bring the deals (the roll-up IPO pipeline).
- Investors, who fund the roll-ups.
Why Kasia
She is ambitious, demanding about quality and relentless about follow-through. She builds things from nothing, gets people to care and keeps them coming back. This role is that, pointed at one brand: find the moments worth sharing, build the audience, turn attention into booked calls, and run the system (editors, calendar, SOPs, scoreboard) that keeps it going every day.
The bar: within 90 days, Moran's personal brand should look like a top founder brand. That means mountains, villas, family, golf, wine, deals and IPO rooms: a life people want, backed by deals that are real.
The email
Subject: I want you running my brand
Kasia,
I've watched how you build things: you set a high bar, you make people care, and you don't stop until it works. Nobody pushes harder.
I want that energy on my brand. You'd be my Creative Director: you own my camera, my YouTube and Instagram, the editors, and how many calls we book every week. I bring the deals, the IPO rooms and the life; you make the world see it every day.
In 90 days I want my brand to stand next to the best founder brands out there, with your name on how it got there.
The full plan is on this page: the role, 30/60/90 days, your daily rhythm, the SOPs and your scoreboard. Read it, push back on anything, and let's start Monday.
Moran
The WhatsApp
Kasia, serious offer 🙂 I want you to run my personal brand. Creative Director: you own the videos, the editors, Instagram and how many calls we book. You're the most driven person I know, and I want that on this. Sent you the full plan by email. Read it tonight and tell me what you'd change?
The role
Title: Creative Director, Moran Pober brand. Kasia reports to Moran and runs the video editors.
What Kasia owns
- Output. Shorts every day on YouTube Shorts, Instagram Reels and TikTok; one long YouTube video a week; Instagram stories daily.
- The pipeline from long to short. Every long video and every recorded call becomes clips, quotes and text posts.
- Editors. Briefs, deadlines, feedback, quality and invoices for the video editors.
- Titles and thumbnails. She proposes 3 of each per long video; Moran picks one in under 2 minutes.
- Filming days. A shot list for Moran's life (mountains, villa, golf, family, deal rooms), batched so one day of filming fills two weeks of posts.
- Instagram inbox and comments. She sorts every DM into advisor, owner/deal, investor, client or other, sends the booking link, and flags the hot ones to Moran.
- Retargeting uploads. She puts the best Shorts into the Instagram retargeting ads (people who engaged with Moran's profile). Budget is set by Moran.
- The scoreboard. One weekly number sheet (see KPIs), sent to Moran every Monday.
Kasia decides alone
- Which moments to clip, the captions, hooks, music, posting times and the order of posts.
- Feedback to editors, and swapping an editor who misses two deadlines.
- Which DMs get the booking link.
Needs Moran's OK first
- Any client result, revenue or dollar figure on screen: it must match the client's own interview, never rounded up.
- Anything about raising money, investing in a roll-up or an IPO. Public posts can teach how roll-ups and IPOs work; they never invite people to invest. That wording goes past the securities lawyer.
- Any income promise to advisors ("you will make $X"). Never. Show real examples with their real numbers.
- Ad spend above the weekly budget, new paid tools, or a new editor contract.
- Posting about family members, the kids or private places.
30 / 60 / 90 days
The first 30 days are about never missing a day. Days 31–60 find the format that works, and days 61–90 pour fuel on it.
| Days 1–30: Set up the machine | Days 31–60: Find what works | Days 61–90: Scale it | |
|---|---|---|---|
| Output | 2 Shorts a day on 3 platforms | 4 Shorts a day | 6 Shorts a day |
| Build | Clip sheet and a 30-clip bank | Long videos hit 1,500 views | Long videos hit 3,000 views |
| Track | Scoreboard live, baseline set | Call targets set from baseline | Retargeting under $150 a call |
| Team | Retargeting: 10 Shorts running | Second editor trained | One format repeated 15 times |
| Systems | Booking form asks the source | 2 filming days for life shots | Kasia rewrites the SOPs |
| Gate | 30 days, no missed post | A format that repeats | Calls up week on week |
Each gate is the check before moving up a phase. If a gate is missed, she stays in that phase and fixes it before adding volume.
Daily rhythm
The checklists below are the floor. How she gets there, and anything extra, is her call.
Every morning (60 minutes)
- Post today's Shorts on YouTube Shorts, Instagram Reels and TikTok, with the same clip and a caption written for each platform
- Post 1 text post: a quote card or a short lesson from Moran
- Instagram DMs and comments: sort each one into advisor / owner-deal / investor / client / other; send the booking link; flag hot leads to Moran on WhatsApp
- Reply to every YouTube comment from the last 24 hours
Midday (2–3 hours, the creative block)
- Clip 3 new moments from a long video or a recorded call, using the timestamp sheet
- Brief the editors with the clips, the hook line, the on-screen text and the deadline
- Review yesterday's editor drafts and send notes in one message per editor
- 10 minutes of the thumbnail and hook board: screenshot titles and thumbnails she would click on, from the channels Moran's audience watches
End of day (20 minutes)
- Schedule tomorrow's posts
- Log today's numbers in the scoreboard: posts out, views, new followers, DMs, links sent, calls booked
- Send Moran one WhatsApp: what went out, one win, and what she needs from him (one ask at most)
Every week
- Monday: send the scoreboard to Moran with the top 3 Shorts and why they worked
- Tuesday: 30-minute meeting with Moran to pick this week's long-video topic, title and thumbnail
- Wednesday or Thursday: filming block with Moran: 1 long video plus 10–15 life and short-format takes
- Friday: swap the retargeting ads for the 3 best Shorts of the week; pause the weakest
SOPs
Each SOP is the current best way. When Kasia finds a better one, she rewrites it here and tells Moran in the Monday note.
SOP 1: from one long video to 10 Shorts
- Get the transcript with timestamps (YouTube Studio > Subtitles, or a transcription tool).
- Mark every moment of 20–60 seconds that has one of these: a number ("$2.7M in 60 days"), a strong opinion ("stop chasing AI trends"), a rule ("one of my 22 rules"), a story with a turn, or a question people type into Google ("can I buy a business with no money?").
- Each clip starts on its strongest line. Cut every warm-up word before it.
- Write the on-screen hook: 6 words at most, and it must make sense with the sound off.
- The editor adds burned-in subtitles, the hook text for the first 2 seconds, punch-in zooms on the key line, and no logo intro.
- End on a cliffhanger line or "full video on my channel". Never a long call to action.
- Log each clip in the clip sheet: source video, timestamp, hook, posted date, and its views on day 3.
SOP 2: posting
- The same clip goes on all three platforms on the same day, with the caption rewritten per platform.
- Title formula for Shorts: the question or the claim, as the viewer would type it.
- Post the long video at the same day and hour every week. Each long video gets its 3 best Shorts that week, pointing back to it.
SOP 3: the long-video package
- Title: 3 options, each built on a format that has already worked on this channel or a bigger one.
- Thumbnail: Moran's face with one clear emotion, at most 4 words, and one number or one object. One thumbnail you're sure of. A/B test only when torn between two strong ones: on a small channel, a test splits the little data there is.
- First 30 seconds: the promise, the proof (a number) and the stakes. No "hey guys".
SOP 4: Instagram inbox
- Reply within 12 hours, in Moran's voice, signed as the team when it is not Moran.
- Advisor interest: send the advisors booking link plus one question ("what do you do today?").
- Owner who wants to sell, or a deal partner: send it to Moran the same day.
- Investor: send it to Moran the same day, with no details or terms in the DM.
- Client buyer interest: send the acquisitions booking link.
- Never ask for or accept passwords, IDs or bank details in DMs.
SOP 5: retargeting uploads
- The audience is people who engaged with Moran's Instagram or watched his videos in the last 30–90 days.
- Each week, take the 3 Shorts with the highest share of viewers who watched to the end and use them as ads. Keep each ad 3 days at least before judging it.
- Track cost per booked call, not views.
SOP 6: editors
- Every brief has the source file, the timestamps, the hook text, a reference video and the deadline.
- 24-hour turnaround on Shorts. Give feedback once, as a list.
- Two missed deadlines means a new editor. Keep one backup editor trained at all times.
KPI scoreboard
Kasia fills this in every Monday. One number matters most: calls booked per week. Everything else is there to explain it.
| KPI (weekly) | Today (20 Oct 2026) | Day 30 | Day 60 | Day 90 |
|---|---|---|---|---|
| Shorts posted (per platform) | ~2 a day on YouTube | 14 | 28 | 42 |
| Long YouTube videos | 1 | 1 | 1 | 1–2 |
| Long video views after 7 days | 435–889 | 1,000 | 1,500 | 3,000 |
| Best Short of the week (views) | 923 | 2,000 | 5,000 | 10,000 |
| New YouTube subscribers | measure in week 1 | +25% | +50% | 2× |
| New Instagram followers | measure in week 1 | +25% | +50% | 2× |
| DMs answered within 12 hours | measure in week 1 | 90% | 95% | 95% |
| Calls booked from content (advisors, owners, investors) | measure in week 1 | set on day 30 | ||
| Retargeting: cost per booked call | measure in week 1 | measure | lower each month | lower each month |
| Editor drafts on time | 80% | 90% | 95% |
The call targets are set after week 4, from a real baseline. Calls are counted only when the booking form says where the person came from, so every booking form gets a required "Where did you find Moran?" question in week 1.