My work expands across:
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Building always-on and tentpole creator and UGC programs across all social platforms. Experience includes leading nationwide and international programs to expand brand awareness across retail and DTC channels.
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Turning content signals into high-performing storytelling that strengthens intent. Work includes crafting creative frameworks, aligning messaging to audience insights, and lifting engagement benchmarks.
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Leading DTC growth roadmaps, and conversion optimization across enterprise stacks. Track record includes P&L ownership for luxury DTC sites, technical migration, UX and media mix optimization delivering strong ROAS and net revenue lift.
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Connecting content and commerce to segmentation and journey design to support repeat purchase and LTV. Experience includes end-to-end lifecycle programs across email, SMS, and affiliates, and UGC-powered CRM activations that improve retention and lifecycle performance.
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Creating KPI frameworks, dashboards, and test-and-learn roadmaps that translate signals into decisions on creative, targeting, budget allocation, CRO, and lifecycle tuning. Consistent reporting cadences, and hypothesis-driven iteration to keep programs compounding over time.
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Partnering with Creative, Media, Social, Retail, Ecommerce, Analytics, and Legal to deliver integrated programs that move cleanly from awareness through retention, with tight workflows, compliant execution, and shared success criteria.
Case Studies
Rakuten Viki
Impressions: 2.4MEngagement: 10.3%EMV: $83.9KScale K-Drama launches with wave planning and measurable efficiency
Business Problem: Viki needed a creator launch system that went beyond one off campaigns. The team wanted ongoing content and clear proof of performance across awareness, engagement, and conversion in multiple regions, platforms, and languages.
Solution: Developed a repeatable multi-tier creator framework that combined Always On support, tentpole launch waves, and affiliates. Tiered creators from nano to mega, planned content in coordinated waves by region, aligned briefs with platform best practices, and set up end to end workflow and reporting.
Results: Multiple programs delivered 50M views and $6.5M EMV while keeping tier mix and rates efficient across markets. The playbook shortened the cycle from brief to live content and gave the client a template that could be reused for future K Drama launches.
CVS Health
Impressions: 736KEngagement: 14%EMV: $24.6KNational Influencer Tentpoles That Drove Shoppers From Feed To Pharmacy
Business Problem: Influencer demand was growing across beauty, wellness, and retail health moments, and CVS needed tentpole support that could scale without losing quality or slowing reporting.
Strategy: Built a high volume creator pipeline, standardized briefs around CVS brand pillars and priority health occasions, and set a weekly plus biweekly reporting cadence that linked performance to specific themes and retail goals.
Results: Produced several hundred creator assets with strong engagement across IG Reels and TikTok and drove 224M+ views aligned to retail priorities. Reporting clarified which narratives and formats best moved audiences from viewing content to visiting stores or CVS digital properties.
Vacation, Inc.
Impressions: 736KEngagement: 14%EMV: $24.6KAffiliate Program launched fast to shift creator work from awareness into scalable, conversion-led commerce.
Business Problem: Vacation Inc. wanted to shift from pure awareness into creator led sales and needed an affiliate model that could sit beside gifting for a new body mist launch.
Solution: Launched the TikTok Affiliate Program with clear creator criteria, briefs, commission structure, and quick turn activations focused on conversion and repeat storytelling. Defined how rates, content, and offers should work together so the team could evaluate creator performance in a consistent way.
Results: Program went live quickly with a scalable operating model that supported both launch and evergreen selling. Established a foundation for ongoing affiliate growth, structured testing, and creator commerce expansion on TikTok.
Mondaine Watch, Ltd.
Unified online user experience:
Integrated DTC growth roadmap unifying CRO, lifecycle, SEO, and paid support to improve conversion and retention.
Challenge: Luxury DTC sites needed stronger lifecycle value, better conversion, and tighter alignment across eCommerce, CRM, SEO, and paid support.
Solution: Built an integrated growth roadmap that connected CRO, merchandising, SEO, and segmented lifecycle campaigns. Partnered cross functionally to ship site upgrades, refine messaging, and run testing on offers and on site journeys.
Results: Improved channel efficiency and strengthened lifecycle contribution to revenue, while unifying the online experience across Luminox.com and Mondaine.com so product benefits and reasons to believe stayed consistent from first visit to repeat purchase.
Covergirl
Impressions: 25MEngagement: 20%Turning UGC Into A Viral TikTok Engine That Outperformed Branded Ads
Challenge: Covergirl wanted to go viral on TikTok and convert that success into a scalable playbook that could support future launches.
Solution: Reviewed products and release timing, surveyed creators for audience signals, and ran A/B tests on hooks, structures, and CTAs. Rewrote briefs using winning insights so creators received clear guidance on storylines that drove watch time and engagement.
Results: Delivered 360+ rights-ready creator assets at scale, fueling Spark Ads and organic viral moments with above benchmark engagement. The testing program revealed repeatable ingredients for high performing content that could be applied to future campaigns.
Nike
Building A UGC and CRM System That Grew Content 2000% And Drove $67.5M In Revenue
Challenge: Nike needed to scale authentic content and connect it to measurable outcomes.
Solution: Focused on scaling UGC volume and quality across global markets from 5 user groups (regular customers, select employees, high value customers, ambassadors, and content creators), integrating that content into lifecycle journeys and product pages to lift engagement, buyer confidence, and revenue, while using performance results to clearly demonstrate the value of content.
Results: For Nike alone, scaled content 200%, lifted engagement 47 , improved consumer confidence 13.5%, and increased time on site 46.8 %, contributing $67.5M in revenue and influencing $5.3B in demand