Creative That Converts: From Newsrooms to 7-Figure Ad Accounts

After years thriving in top media markets with ABC and NBC affiliates, I made a bold pivot into advertising, and it’s been the most energizing move of my career. These days, I live at the intersection of storytelling and performance. I help high-growth DTC brands turn data into creative that actually converts.

I’ve led paid social strategy on seven-figure accounts across wellness, beauty, fitness, cookware, tech- you name it, I've done it. And while I love a great hook or a scroll-stopping visual, what really drives me is the why behind it all. I dig deep into KPIs like ROAS, CPA, CVR, and spend, but also creative-specific signals like hook rate, thumbstop, hold rate, and frequency. Those insights don’t just inform the content, I use them to shape briefs, build testing roadmaps, and guide the creative team toward work that performs.

I’ve been lucky to lead the paid social creative for some incredible brands, including HexClad, Weight Watchers, Curology, TRX, Oura, Catalina Crunch, Mercari, Lomi, Hedley & Bennett, Grove Collaborative, and Laura Geller (just to name a handful). Whether I’m partnering with influencer teams, briefing UGC creators, or mentoring strategists, I care deeply about making work that not only looks good, but moves the needle.