At Tempo, the goal was simple: grow in an ever-expanding at-home gym market. When I was first hired, the brand had no creative guidelines, and the internal content studio was in disarray. I built a roster of freelancers, trained in-house talent on photo and video production, and leveled-up the internal studio to create higher-quality workout classes, and commercial photo and video assets.

We created 300 unique ads within a month, testing and re-cutting successful content on Meta platforms, Google adspace, YouTube, and TV, as way to hone Tempo’s unique market SoV, distinguishing them from the crowd. We also listened to users, and used feedback to improve the app, marketing content, and class types.

We also put Tempo’s fitness coaches at the forefront of the brand, letting their personalities in and out of class bring in new customers organically. We produced photo and video shoots in-house that leveraged the coaches as talent, and saw success in customer base growth, with near-zero production cost. For most productions, we shot internally, and focused on what our users and potential customer base valued.

We also landed a brand partnership with Strava!

At Shutterfly, leadership wanted to diversify content collection strategies. We built a new system for content creators, trained in-house staff to get scrappy and create assets ourselves, and created a brand guideline handbook. We also leveraged trusted partners in commercial productions (like with Kris Jenner, who is actually really cool) while ideating in-house, allowing us to quickly create unique assets for each social platform with ad plans.

We posted the best Q4 earnings from social assets in the history of the company, and improved ROAS month-over-month for all of 2024. We wanted to feel fun, organic, platform-oriented, and emotionally relevant.

At Benefit, we had the unique challenge of creating assets, and connecting with customers in global markets, while under lockdown during the pandemic. So I did what any sane person would do, and relocated the content production to my apartment. We shot Triple-A (highest level of product launch) campaign assets in my living room, with minimal crew and talent. We wanted our Benebabes to feel empowered, even on Zoom while we all hunkered down.

Leadership was shocked at the level of production quality, and we were allowed to fund productions entirely through our in-house team, with small exceptions being outsourced to LA. We created product videos, as well as internal content, right next to my sofa with a pink backdrop. The show must go on.

I also edited this sweet sizzle reel to improve company morale.