Sam Hoffer serves as vice president of Brand and Growth Marketing at Asset Based Lending, where he leads the company’s brand strategy, demand generation and marketing operations. Over the past year, he has played a key role in scaling the company’s marketing function while modernizing systems designed to support long-term growth and customer engagement.
Hoffer recently led a company-wide rebrand from strategy through launch, helping reposition Asset Based Lending’s identity to better reflect its vision and customer experience. He also brought paid media in-house from an external agency, reversing a 72% mid-year lead decline and driving nearly 200% growth in monthly sales-qualified leads compared to the prior agency average. Combined with improved qualification standards and the implementation of HubSpot-driven lifecycle marketing, the company increased lead conversion rates by 36%. Under his leadership, the company’s organic website conversion rate also more than quadrupled year-over-year.
In addition to performance marketing, Hoffer has focused heavily on operational innovation and team development. He oversees a team of six and has introduced collaborative whiteboarding sessions that encourage strategic problem-solving and cross-functional learning. He also accelerated AI adoption across the department by building ABL’s internal “Marketing Command Center,” a live dashboard system that gives employees role-specific insights into performance and workflow management. His broader brand-building efforts generated 275 earned media placements in 2025 and helped launch the company’s branded podcast, “Calculated Interest.”
Name:
Sam Hoffer
Title:
Vice President, Brand and Growth Marketing
Company Name:
Asset Based Lending
