$30M+ in paid media spend
REVENUE DRIVEN
5,000+
ADS SHIPPED
The work
Organic Social Strategy for Dollar Shave Club
I developed a data-driven organic social strategy for Dollar Shave Club, elevating monthly engagement through tailored content and advanced analytics.
SALE
Scripted, briefed, and directed a sale-driven video that crushed performance goals and paired perfectly with a high-converting sale landing page.
Video Editing for High-Impact Campaigns
Edited video content for multiple brands, focusing on scroll-stopping visuals, precise storytelling, and data-driven optimizations to maximize performance across Facebook, TikTok, and Instagram.
How I Work
I start with the account, not the idea
Every week opens with the same question: what does the account need right now?
When performance is healthy, that's the time for big swings and net-new concepts. When acquisition costs climb, it's time to iterate winners and go deeper on the customers we already understand. The mix comes from the numbers, not from whatever sounds fun on Monday morning.
Four buckets get filled every week:
Net new. Big swings.
Iterations. Winners rebuilt with a new creator or format.
Optimizations. Same ad, new wrapper.
Persona work. Never optional. These are the live problems.
Research means specificity, not volume
I build the customer set from real language: reviews, comments, the way people actually describe the problem. Then I map each persona to the one thing they specifically care about.
Not "our customers want results." One persona has a problem that has to be proven on camera in real time. Another has a different use case entirely and needs a different demonstration. Two personas, two ads, two proofs.
I also look outside the category. If a competitor's ad is working, copying it makes me second. I'd rather find the mechanic working somewhere else, understand why the script lands, and be first to bring that structure to this audience. Organic behavior leads paid performance, usually by weeks. That gap is where the advantage lives.
Briefs are written for the person building it
I spent the first half of my career as an editor, so I write in the language editors use.
Every brief covers what the viewer will see, say, and hear, plus a reference for what success looks like. I confirm the claims in the ad appear on the landing page before anything gets made. A disconnect there is what produces a great click-through rate and no revenue.
Briefs get matched to the right editor. Someone exceptional at organic, day-in-the-life work shouldn't be handed a stock-footage VSL.
My standard: a first-pass edit I can actually run, most of the time, off a single brief.
Nothing ships without a way to find it again
Naming conventions, ownership, and format tracking are built in from day one. That's what makes the real questions answerable later: what's over-indexed, which angle is carrying the account, what shipped and what came of it.
I read signal on a delay
Two-week lookback, every week:
What earned more. Do more of it.
What was inconclusive. Park it.
What failed. What was the hypothesis, and why was it wrong?
One winner is luck. The same message winning across three different formats is a pillar, and pillars get hit every week without exception.
I'm never romantic about one ad
When a winner fatigues, the message usually isn't the problem. The format is tired. So I change the variable, not the strategy.
The goal
Distract people from the fact that this is an ad.
Entertaining, interesting, actionable, clear. That's the whole job.