As VP of Creative Strategy, Diane re-structured the creative strategy department from creative-focused to strategy-focused by: - creating industry-oriented pods (Health & Wellness, Fashion & Beauty, Fintech & Apps, and Marketplace) and hiring pod leads - re-skilling creative strategists in data insights via monthly QBRs, new tools like Motion, dedicated insights managers, and strategy workshops - developing a creative operations team to support process and workflow between strategists and production team

This provided more cohesion across the creative strategy team to understand what was working across brands and to focus less on constant production of net new creative and more strategic creation of top performing iterations to improve performance.

As Director of Creative Services at Common Thread, Diane founded the first performance creative team at Common Thread by: - Pitching 3 new tiers of creative products focused on performance creative instead of branded creative - Leading creative proposals to prospective clients with top performing video frameworks and concepts - Hiring UGC producers and casting coordinators to build an in-house UGC team to source talent, create a remote directing workflow, and built a network of reliable talent - Managing the P/L of a creative team of strategists, producers, casting coordinators, and editors

This led to ad creative that was much cheaper to produce, higher performance for clients, and an option to add-on performance creative for existing brands using growth and media buying service within Common Thread.

As a Creative Lead at TubeScience, Diane scaled multi-million dollar spend across top e-commerce brands such as Dollar Shave Club and Fabletics by: - Scaling top performing creative to new audience segmentations, new product lines, and new platforms - Focusing on opener-centric variations that tested sticky visuals, messaging, and graphical styles - Strategic A/B testing around consumer pain points and relatability as well as product benefits, price point, and use cases

This led to a playbook of best practices in performance creative tactics, standardization of top performing video frameworks, and investment into new platform creative.