I Build What Your Competitors Can’t See.

Creative does not scale businesses. Systems do. I find the gaps your competitors are ignoring and build direct response advertising systems for paid social around them.

Before moving into direct response advertising for paid social, I was a producer in top media markets with ABC and NBC affiliates, where I learned how to capture attention quickly, shape narrative under pressure, and create content that holds an audience. That production foundation still shapes my approach today. I combine storytelling instincts with performance data, structured experimentation, and growth strategy.

Now I operate at the intersection of creative and conversion. I architect direct response paid social ecosystems across Meta, Instagram, TikTok, and YouTube, translating campaign-level data into structured testing frameworks across hooks, angles, offers, formats, and landing page alignment. I design experimentation roadmaps that increase output velocity, improve conversion efficiency, and drive profitable scale.

My background in production and advanced editing allows me to think beyond strategy. I understand pacing, retention curves, and how structural shifts impact performance. I translate those insights into precise creative briefs for editors and directly for UGC talent, ensuring execution aligns with performance hypotheses. From scripting and hook direction to shot structure and delivery cadence, I guide creative from concept through final cut.

My work spans nine-figure accounts and seven-figure monthly paid social budgets. I have led creative for brands including HexClad, Weight Watchers, Curology, TRX, Oura, Catalina Crunch, Mercari, Lomi, Hedley and Bennett, Grove Collaborative, and Laura Geller. I lead teams of strategists while also operating as an individual contributor when needed, building systems, guiding creative direction, and executing at the tactical level. The focus remains consistent. Build acquisition systems that convert, iterate quickly, and scale sustainably.