Brought in by Future’s CMO — previously of Noblr — to build new creative processes and marketing strategy from the ground up, with video leading the way as the channel that drove the most traffic and the highest-quality conversions.
A high-level explainer video built around the coach/customer relationship, meant to elevate the app and run on OTT and streaming. I wrote the script, scouted location and talent, and produced the full piece — start to finish, in 10 days, on a $40K budget.
A newly redesigned homepage underperformed, so I built the system, process, and strategy for keyword-specific landing pages instead — copy and design tailored to how people were actually searching, tested head-to-head against the homepage. The new landing pages cut the bounce rate in more the half and upped the conversion rate by 2.6%.
I oversaw an internal design team and several external vendors producing and testing content across Facebook, Google, Pinterest, OTT TV, and YouTube — every ad built and checked across every device size, mobile-first, always.
An interactive social campaign built to showcase brand loyalty. It opened with an email blast to every member, then downloadable story templates people could personalize, followed by the exec team posting their own videos to kick things off. That footage cut into brand-awareness ads for social and paid search.
Built and led creative process and marketing strategy across video production, landing page testing, digital advertising, and social campaigns — from concept through production, working with both an internal team and external vendors.
Different channels, same discipline: know what actually converts, build for it first, and let everything else follow the same standard.