Paid Ad Optimization
In my approach to campaign optimization, A/B testing is treated as a continuous feedback loop between creative intuition and user behavior. I focus on isolating variables to understand exactly what drives a user to act—whether it’s a visual cue, a specific narrative hook, or motion.
Execution
These assets blend high-level strategy with hands-on production. My role encompassed the end-to-end creative direction, visual architecture, and final execution of the materials shown. While I personally designed the majority of these assets, I also directed external design partners on specific deliverables to ensure brand consistency and technical quality at scale. The storytelling within these campaigns was a collaborative process. To ensure the visual and verbal narratives worked in lockstep, I functioned as both a writer and a creative editor.
- Direct Authorship: I personally authored headlines, hooks, and CTAs for several key high-performance assets.
- Collaboration: On other components, I partnered with dedicated copywriters to collaborate on copy.
- Dedicated Expertise: While our copywriter was often focused on long-form applications and website content, she created many headlines for assets.
