As Manager of Performance Creative, I developed and managed a systematic approach to creative testing and optimization across multiple digital platforms. I collaborated across multiple departments to identify winning themes, analyze performance data, and prioritize creative iterations. I led creative strategy for seasonal campaigns and supported major launches. I also scaled our internal UGC program by significantly increasing monthly briefing volume. I developed and assigned creative briefs across numerous creator partnerships, reviewed incoming content, provided feedback, and briefed editors on final ad cuts to ensure alignment with performance goals and brand voice. Alongside iterative testing, I concepted original ad formats to support new product launches, evergreen initiatives, and promotional campaigns. I also stepped in to create and edit content myself, including cutting paid social videos.
