ISSA (International Sports Sciences Association) is a global leader in fitness certification and education, providing professional development for personal trainers, coaches, and wellness professionals. I led the launch of ISSA's TikTok channel, starting with a $25K/month spend and scaling it to $250K/month within just a quarter. I worked closely with a team of creative strategists and a social producer to brief and test 50+ UGC creators, unlocking multiple winning creative angles focused on problem/solution narratives. We experimented with a variety of formats including 2-in-1 skits, founder’s stories, Get Ready With Me (GRWM) videos, and trendy TikTok styles to engage the audience. Testing creatives on a weekly basis, I built a robust creative testing roadmap and reporting system to ensure continuous optimization. I also tested events and audiences on TikTok, exceeding our CPL goals and achieving over 1+ ROAS on a $2K+ online education product. Through consistent testing and optimizing, I was able to successfully 10x ISSA's monthly spend, scaling from $25K to $250K in just a few months.

As a fractional growth lead at Shopshops, an industry-leading live shopping platform, I led multi-channel ad strategies and optimized day-to-day media buying across Meta, Google, Apple Search Ads, and Shopify. I integrated closely with the organic social and product team to create a seamless strategy that amplified both paid and organic performance. Not only did I scale media spend effectively, growing it from $50K to $100k/month, but I also implemented growth-hacking strategies like launching Messenger ad integrations with ManyChat and optimizing new web conversion flows to accelerate sales. In addition to driving campaign success, I proactively troubleshot pixel issues and worked with account reps to ensure smooth execution. I leveraged cutting-edge AI platforms to streamline creative costs and enhance data analytics, improving campaign effectiveness and reducing overhead.

I didn’t stop at media buying—I took a holistic approach to growth, diving deep into business metrics like margin, GMV, DAU, MAU, and watch time to ensure marketing efforts directly aligned with broader business goals. By testing new channels like TikTok Shop Ads and TikTok Livestream Ads with a 2+ ROAS, I continuously exceeded performance expectations, delivering 30%+ GMV growth quarter after quarter. My ability to connect performance marketing with strategic business metrics and execute with precision makes me an invaluable asset in scaling high-growth companies like Shopshops.

UrbanStems, a leader in elevated floral gifting and botanical lifestyle experiences, transformed how modern consumers celebrate life's moments with innovative same-day delivery across major metropolitan areas. As the Growth Manager (at Thesis) overseeing their critical holiday period, I managed a complex, multi-platform campaign with a $500K+ monthly budget across Meta and TikTok. This involved planning 50+ creative assets, including evergreen and time-sensitive promotional content, handled by a hybrid team of in-house designers, art directors (brand side), and external UGC creators. In preparation, I developed a detailed holiday readiness plan starting in September, which included setting up approval workflows, creative testing timelines, and platform-specific content calendars to ensure everything is launched and approved on schedule. During execution, I tested new strategies to scale performance, including Dynamic Product Ads and Dynamic Creative Optimization (DCO), while carefully planning ad scheduling. I implemented precise budget pacing and monitored performance hourly on peak days. This included rapid creative rotations to combat audience fatigue and dynamic budget optimization. I kept the client informed about high-traffic periods, providing updates on ad performance, optimization recommendations, and key pivots, ensuring we capitalized on the best opportunities throughout the campaign. The strategy paid off, delivering a 2+ ROAS during the most competitive season and a 20% increase in order volume YoY.