Organic Social

I work on the creative side of paid social, focused on Meta. My role is to develop multiple iterations of ad creative — giving the team a range of directions to work with rather than a single concept to bet on.

My process starts with understanding the campaign goal and audience, then building out creative that explores different angles. That might mean adapting headlines, varying the format — static, gif, story — or approaching the same brief from a few distinct directions. I'm not writing copy, but I know how to shape and adapt messaging so it fits the placement and feels right for the audience.

From there, our agency partners take over on the performance side — analyzing what's resonating and informing the next round of creative. My job is to make sure that when the data comes back, there's a strong, varied set of work to learn from.