An always-on creator engine that made winning creative repeatable.
I turned high-performing creator content into a scalable acquisition engine, building an always-on UGC program from sourcing and outreach through paid amplification, testing and performance measurement.
Project visuals
As paid acquisition scaled, creative became one of the biggest opportunities for continued growth. Authentic creator and UGC-style content was consistently generating some of our strongest engagement and conversion signals.
The challenge was making that success repeatable and scalable, instead of relying on occasional creator partnerships or one-off pieces of content.
- Built the program end to end: Source → Outreach → Brief → Partner → Create → Amplify → Measure → Learn → Repeat.
- Sourced creators aligned with the brand and audience, managed outreach and partnerships, wrote content guidance and coordinated deliverables.
- Ran creator assets through the paid-media testing framework, judged on hook rate, hold rate, CTR, conversion rate, CAC and ROAS.
- Fed results back into creator selection, messaging, formats, hooks and briefs, creating a continuous loop between creators, creative and media.
Instead of producing every new ad internally, we had an expanding library of authentic creative to test, iterate and scale across paid and organic. One campaign from the program drove $2.38M in attributed revenue at a 9.6x return.
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I'm open to senior marketing roles and to consulting, contract and fractional work. Let's talk about what I'd build for your team.