"If you torture the data long enough, it will confess to anything" – Ronald H. Coase
I’ve led performance marketing: paid strategy, budget allocation, creative ideation, and execution since the emergence of ad products on social platforms. With deep expertise in data and analytics evaluation, I’ve been able to develop systems that not only maximize the right KPIs, but actually deliver long term value for brands. After all, CAC means nothing if you aren’t also looking at LTV. CPMs are worthless if there’s no engagement. And in fact, it can be harmful if you’re diluting your brand equity… no matter how low the CPCs.
SoundCloud has powerful tools for Musicans: distribution, analytics, monetization, there’s tons of value for Artists to put their music out there.
But product-feature-forward messaging felt transactional and cold and wasn’t moving the needle. We leveraged a dynamic messaging framework leaning toward Artist-centric, emotional messaging; reframing the product around why it matters (vs how it works).
The results? We successfully scaled the Creator business to 7O+ international markets while also exceeding Listener subscriber acquisition targets without increasing spend. Even better? We saw stronger engagement signals, meaning the brand promise – not just the asset – was resonating.
Duolingo has a strong in-house creative team but was struggling with how to leverage the assets efficiently and effectively across paid to drive subscribers.
We launched our own creative assets in over 16 different geos, localized into over 7 languages, surpassing app install and paid subscriber goals.
Peloton’s success was creating a problem: with no more hardware available to ship but continued growth expectations a reality, we developed a brilliant strategy: market the app to an audience of consumers devoid of the bike!
I developed dynamic creative targeted based on exercise type, solo vs group class preferences, high energy vs low energy vibe preferences, etc.
The user acquisition campaign ran in the US, UK, CA, and DE, across 5+ channels, driving revenue for a hardware company that didn’t have any hardware.
We grew the brand globally, driving app install in over 3O countries, running creative in 1O languages across 5 continents.