Creative Director

White House Black Market’s internally-created spring collection web assets needed a cohesive story, but mismatched photography and format issues hampered the message.

I directed my team to select new studio images to showcase coordinated outfits, using an editorial style that elevated the visuals. We streamlined the message and optimized the campaign for Meta Feed and Stories.

Using 1×1 images, we unlocked versatile placements: Hero Images, Static Carousels, Slideshow Animations, and Dynamic Product Ads with personalized product recommendations. This approach allowed efficient use of our budget from just four base designs.

White House Black Market had nothing but a few SKUs to point us to products they needed to support in market with paid social dollars.

I directed the team on best practices for authoring copy this client would approve. I instructed the team in best practice for different aspect ratios and safe zones across Facebook, Instagram, Snapchat, and Tiktok. I asked the team to include a button on Pinterest creative to encourage clicks, make the Snapchat videos 5 seconds maximum, and utilize UGC content for Tiktok instead of product images, all best practices.

As a result, from only a few product images, we delivered 10+ cohesive videos designed to be eye-catching in the right way to the right audience.

The Macy’s paid social media team needed help creating more impactful content for Facebook, Instagram, TikTok, and Snapchat. While skilled in copywriting, they needed guidance on graphic and interactive design for better performance.

I created best practice decks with simplified technical specs, briefing instructions, and design examples. My design team then refined the deck to align with Kargo brand guidelines.

As a result, Macy’s improved their content, boosting Return on Ad Spend from 9x to 11x during Amazon Prime Week, despite expectations of a decline.

TYR had years of gorgeous footage shot for broadcast, but needed a social media spot.

I organized assets, picked selects, visioned the storyboard, and created a new video that featured some of TYR’s core athletes, including Katie Ledecky and Ryan Lochte.

Our account team re-engaged folks who viewed this video through with product ads. As a result, this video fueled the entire funnel, helping us find qualified shoppers ready to connect with TYR.