Strategy before tactics. Results backed by data.

I design and optimize digital marketing systems that connect strategy, creative, and measurement — across paid media, content, user experience, and analytics.

This page highlights selected projects where real budgets, real audiences, and real constraints led to measurable improvements in engagement, conversion, and performance. Every example shown reflects deliberate decision-making, testing, and iteration — not one-off wins.

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  • VOX the Cat · Mascot Concept & IP

    VOX was built as a proof-of-concept for scalable brand storytelling — a fully original mascot designed to test consistency across voice, visual identity, and animation style. Created end-to-end using Adobe and AI-assisted tools, the character demonstrates how a repeatable creative system can support ads, education, and content without losing personality or cohesion.

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    Meta Ad · A Praying Wife vs. A Preying Woman

    Launched during peak holiday competition, this $5/day test balanced seasonal creative with performance discipline. The ad generated over 1,000 video plays with a 37% hook rate and delivered landing page views at $0.27 — exceeding benchmarks despite elevated costs and proving the value of creative restraint under pressure.

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    Meta Ad · A Praying Husband vs. A Preying Man

    Tested during peak end-of-year competition, this Meta ad focused on converting cold attention into meaningful intent rather than cheap clicks. By prioritizing a strong opening hook and emotional clarity, the creative drove landing page views at $0.11 per view with a 54% hook rate — outperforming cold-traffic benchmarks and signaling strong alignment between message, audience, and format.

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    Meta Ad · All I Want for Christmas Is You

    Launched during peak holiday competition, this $5/day test balanced seasonal creative with performance discipline. The ad generated over 1,000 video plays with a 37% hook rate and delivered landing page views at $0.27 — exceeding benchmarks despite elevated costs and proving the value of creative restraint under pressure.

Experience at scale

My work spans early-stage brands, independent creators, and enterprise-level organizations across healthcare, education, media, and technology. I’ve partnered with internal teams and external agencies to improve performance across paid media, content strategy, user journeys, and unbranded-to-branded experiences.

I’m comfortable working within regulated environments, large budgets, and complex stakeholder structures, while still bringing creativity, experimentation, and clarity to the process.

For brands looking to move beyond surface-level metrics and into sustainable, insight-driven growth, this is the work behind the work.

  • Led digital strategy and optimization initiatives supporting multi-million dollar media budgets

  • Designed and improved unbranded-to-branded user pathways to reduce friction and increase qualified engagement

  • Built performance frameworks connecting creative testing, audience behavior, and conversion data

  • Collaborated cross-functionally with marketing, UX, analytics, and compliance teams

  • Experience spanning Meta ads, content ecosystems, landing page optimization, and performance reporting

Curious how these results are built — and how they translate across industries?

Explore the Strategy & Case Studies

The work below reflects how strategy, data, and creative execution come together at scale — across regulated industries, complex user journeys, and high-stakes decision-making.

CX & Exit-to-Branded Strategy (Healthcare) - This strategy redesigned how users move from unbranded education into branded treatment exploration within a regulated environment. By reducing friction across content, navigation, and CTAs, the experienc

CX & Exit-to-Branded Strategy (Healthcare) - This strategy redesigned how users move from unbranded education into branded treatment exploration within a regulated environment. By reducing friction across content, navigation, and CTAs, the experience supported clearer decision-making and increased qualified engagement at key moments of consideration.

Platform & Algorithm Strategy (Multi-Touch Acquisition) - This work examines how platforms like TikTok function as outcome-driven ecosystems rather than simple discovery channels. It connects algorithm signals, creative structure, and user behavior t

Platform & Algorithm Strategy (Multi-Touch Acquisition) - This work examines how platforms like TikTok function as outcome-driven ecosystems rather than simple discovery channels. It connects algorithm signals, creative structure, and user behavior to show how attention can be converted into affordable, multi-touch growth.

Budget & ROI Modeling — Scalable Growth Forecast - This model illustrates how media spend, lead volume, and revenue compound over time. By emphasizing nurturing and remarketing beyond short-term returns, it helped stakeholders evaluate pacing, risk,

Budget & ROI Modeling — Scalable Growth Forecast - This model illustrates how media spend, lead volume, and revenue compound over time. By emphasizing nurturing and remarketing beyond short-term returns, it helped stakeholders evaluate pacing, risk, and payoff across a multi-month horizon.

Unbranded Financial Acquisition — High-Intent Search - This unbranded acquisition strategy aligned search intent, ad messaging, and landing page experience in a competitive financial category. The result was a clear, mobile-first path that reduced fr

Unbranded Financial Acquisition — High-Intent Search - This unbranded acquisition strategy aligned search intent, ad messaging, and landing page experience in a competitive financial category. The result was a clear, mobile-first path that reduced friction, built trust, and guided users from concern to action.

HubSpot Partner Case Study (Growth & Automation) - This engagement combined paid media, CRM integration, and automation to support scalable acquisition and retention. The work improved performance visibility while reducing manual overhead, demonstrat

HubSpot Partner Case Study (Growth & Automation) - This engagement combined paid media, CRM integration, and automation to support scalable acquisition and retention. The work improved performance visibility while reducing manual overhead, demonstrating how structured systems can drive growth without sacrificing experience.