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Kait leads creative strategy for DTC and ecommerce brands, combining strategy, performance marketing, and production to build creative systems that drive growth. Her role is to determine what gets made, why it gets made, how it gets tested, and how success is measured. What she enjoys most is solving the puzzle behind performance. Every winning ad, customer insight, and performance trend reveals something about why people buy. Her job is turning those insights into better creative decisions and stronger business results. She began her career producing original television content for ABC and NBC affiliates, where she learned to tell compelling stories, make confident creative decisions, and execute under pressure. Today, those instincts are paired with experimentation, customer research, and performance data. AI is a core part of her workflow, helping her accelerate research, analysis, creative development, and production. It doesn't replace strategy. It gives her more time to focus on the thinking that moves the business forward. Whether she is leading a creative team or building campaigns herself, her approach is the same: understand the customer, challenge assumptions, test relentlessly, and continuously improve. To her, creative strategy isn't about making more ads. It's about understanding people and building systems that help brands grow.
I grew up wanting to do exactly this. Every day, I get to solve problems, uncover opportunities, and help brands grow through creative that actually makes an impact.
It never feels like just a job because it feels like I'm exactly where I'm supposed to be. Working alongside ambitious founders and teams is something I never take for granted, and it's a privilege I hope to keep doing for the rest of my life.
For the past 15 years, I've been producing, directing, filming, and editing stories across broadcast and digital media. That experience shaped the way I approach every project today, combining creative instinct with strategic thinking to produce work that performs.
Strategy is only half of it.
The other half is
knowing how it gets made.