Creative Strategy & Production
As part of BetterSleep’s UA team, I lead creative strategy and production for global paid social campaigns — bridging creative vision, high-stakes execution, and data-informed iteration. I own the full creative lifecycle: from concept and briefing through production, delivery, and performance analysis — even managing weeks with 400+ creatives flowing through the pipeline.
Sensory Campaigns
I developed and produced sensory-driven campaigns (Rain, Green Noise, Weather Sounds) designed to evoke calm and emotional connection. One of these became BetterSleep’s top performer, earning the highest spend and reach among all UA campaigns.
Partnership Campaigns
Produced video content for key partnerships with Lea Salonga, Cynthia Erivo, and BetterHelp. These campaigns spanned emotional storytelling, branded promos, and premium-user experiences — each crafted to align with both brand voice and campaign goals.
Cross-Functional Collaboration
Beyond ads, I collaborate on ASO visuals, Custom Product Pages (CPPs), landing pages, and CRM design — ensuring every creative touchpoint communicates consistently and supports performance goals across the user journey.
