At Headlight, I lead creative teams in producing performance marketing content for a diverse client portfolio. By tailoring strategies to meet diverse client objectives and collaborating closely with internal and external marketing teams, I direct the execution of multi-channel campaigns from start to finish. My role here is to encompass both team and project management, planning of deliverables, scoping budgets, navigating client relationships, as well as designing and providing art direction for monthly client campaign deliveries ranging from 20 to 200 ads. Over the course of my time here, I've worked with more than 10 clients for extended periods of time.

For the purpose of an overview of my time at Headlight, we'll focus on 3 of my largest scale clients I've had the pleasure of working with: AWAY, Imprint, and Nutrafol.

In working with AWAY, I proposed new strategies and directed our creative team in top-to-bottom funnel paid media campaigns, completely refreshing their ad library, messaging, and creative approaches to engage and educate their prospecting audience.

AWAY collaborated with me and my team to launch their Featherlight Collection. After proposing a variety of strategies and aligning on AWAY's preferred campaign direction, I directed and supported the creation of a templatizable campaign that would feature each product's USPs, the collections 5 unique colors, while maintaining adjustability for the collections 6 products.

As this was a multi-channel campaign, the ad's construction took into consideration the need to be flexible and readable at every size, dimension, and format.

Awarded "Google's App of the Year" in 2023 and "Editor's Choice" in the Apple Store, Imprint is a relatively new but highly competitive app in the education category. By breaking down complex topics into short, illustrated courses for leisurely learning, they've achieved making challenging topics like Philosophy or Finance digestible and interactive. 

In the 3 years of directing and strategizing with their team, I've tested diverse creative formats, strategies and messaging. Working closely with our in-house growth marketing team, I deployed ads that completely disrupted their competitor ad space.

I continually analyze our top performing creatives every month, testing high volumes of incrimental changes for clear performance metrics that allows us to push top performing themes into new strategies. Every month, we create and launch an average of 130 ads for Imprint, which has led to back-to-back record breaking revenue months for Imprint in 2024 and 2025, and moved them to "Apple's Top 35 Free Apps".

Executing 3 to 7 campaigns every month, I have the privilege of challenging our team creatively while churning out a high volume of strategies. With up to 180 ads delivered a month, we've executed various awareness campaigns, met new business objectives, and managed quick pivots for brand refresh initiatives.

I direct the team's creative and brand execution for all strategies, oversee final deliveries on all briefs, calculate budget scopes, handle project management, optimize team allocation across multiple briefs simultaneously, and execute on design, creative copy, ad copy, and manage external UGC creator partners.

Despite the ad space evolving drastically over the past 5 years, through careful strategic planning, messaging and creative testing, I've strived to make large scale performance marketing have every opportunity to be as informative for clients, marketing, and creatives as the paid media had been before the paid media landscape had shifted under new privacy laws.

Through careful collaboration across marketing and creative channels, we've discovered opportunities to not only break performance records for our clients but have contiously unlocked top performing ads in their competitive landscape, all of wihich have contributed to major sales, installs, and click-through rates that have—and do—go well above the goals of our clients.