Read the full case study: Ben Heath, Heath Media
Tom ran personal brand and content at Heath Media for five months, built the in-house team and the systems it runs on, and launched the Skool community that became the number one trending money community on Skool and sixth trending globally.
Client: Ben Heath (Heath Media)
Tom's role: Head of Personal Brand and Content, Heath Media (May to Sep 2026).
Years: May to Sep 2026
Platforms: YouTube, Skool, Instagram, TikTok
Key numbers
- Number one: trending money community on Skool
- Sixth: trending community on Skool globally
- 1.3k: members in the Ben Heath Meta Ads Academy, as Skool displays it, 25 Oct 2026
- 14: people in the content team Tom ran
Ben Heath runs Heath Media, a paid media agency for Meta Ads and Google Ads. His main YouTube channel has 466,000 subscribers. Tom was Head of Personal Brand and Content from May to September 2026. Ben recruited him out of the Sam Stoffel role to build the in-house content team. Tom launched the Skool community. It became the number one trending money community on Skool and the sixth trending community globally. Skool does not archive its trending lists, so both ranks come from Tom.
The starting point
Ben was already the number one creator in paid media. He had two YouTube channels, one for Meta ads and one for Google ads. He wanted to reach founders and entrepreneurs beyond that niche. Tom inherited three people: an editor, a videographer and editor, and a social media manager. Ben wanted to spend little of his own time on day to day operations.
What Tom did
Tom owned YouTube and channel strategy. He built the in-house content team. He launched the Skool community, the Ben Heath Meta Ads Academy. He drove short form growth, the operating systems and sponsorships. He ran day to day operations, working directly with Ben. He repositioned Ben's expertise for a wider audience: paid media as the answer for business owners who cannot make videos go viral.
How it worked: formats, cadence, team, systems, decisions
Team. All three inherited roles changed before anyone new was hired. The editor moved to the channel where his expertise had more leverage. The social media manager became the short form content producer, because he knew the paid ads niche better than Tom. The videographer and editor, the strongest storyteller, moved to editorial direction to set standards across a growing team. One new hire took the social media manager role. The team grew to 14.
Formats. Long form titles put a number inside the promise, such as Learn 97% of Meta Ads in Under 29 Minutes. All three Meta ads descriptions checked put the Skool community near the top. Short form ran on its own pipeline from idea to shoot day to edit to publish.
Systems. Tom built the tools the pipeline runs on. A planner syncs the short form pipeline in Asana, turns ideas posted in Slack into tickets, and holds call sheets for shoot days. An editing surface sits over the Asana editing board with an asset review screen. A publishing dashboard handles captions, scheduling and publishing, and matches each published post's numbers back to its ticket. The standard was a pipeline that runs without Tom in it daily, with an owner, a board and a tool for each stage.
AI and distribution. BenHeath.AI answers Meta and Google Ads questions in Ben's voice from his video transcripts, with sources. A Chrome extension, What Would Ben Say?, drafts a reply on Skool, Instagram or TikTok that points to the right video at the right timestamp. An SEO archive gives every long form video on both channels its own indexable page with the full transcript. 29 interactive worksheets for the Academy each carry a Skool conversion banner. A certificate generator marks completion of the Academy's core modules. Tom says the work took a 65 percent share of voice across nine categories in AI answers about Meta ads.
Commercial. Tom owned sponsorships. He worked with Higgsfield, Arcads and Hostinger. The Learn 97% video carries a Higgsfield link and is marked as paid promotion on YouTube.
The results
The Skool community became the number one trending money community on Skool and the sixth trending community globally. On 25 October 2026 the community showed 1.3k members, a rating of 5.0 from 22 reviews, and 2 admins. The short form strategy multiplied reach five times. Tom's videos hold 26 long form videos across the two channels. On 25 October 2026 the four videos checked had 24,637, 21,161, 17,646 and 9,261 views. The role ended in September 2026.
More case studies: tomsharman.com/case-studies