At Overtime, a leading sports lifestyle brand with massive social media presence, I led Creative Strategy to solve their retail scaling challenges. With an initial ROAS of 0.74 and struggling youth size sales, I identified the core challenge: converting Overtime's viral social presence into retail success, particularly in reaching youth demographics who lack purchasing power. I developed and executed a data-driven creative strategy, starting with customer research through incentivized surveys to understand purchase barriers. Based on these insights, I crafted targeted creative campaigns focusing on parents for youth sizes while maintaining the brand's authentic voice. I led the implementation of pre-launch testing strategies and developed versatile creative assets that worked across multiple platforms, from social media to billboards. The strategic pivot resulted in a 75% increase in ROAS for youth sizes through parent-focused messaging, exceeding the minimum ROAS goal of 1.0. During the critical Black Friday/Cyber Monday period, this approach led to doubling revenue forecasts, achieving 150% of the target. The success demonstrated how strategic creative direction could bridge the gap between social media popularity and retail performance.

At FormHealth, a physician-led telehealth platform, I revolutionized their creative strategy by identifying and capitalizing on a critical market gap. While competitors focused solely on medication messaging, I developed a dual-targeting strategy that would reshape their market position. I launched a complete creative transformation, moving away from generic stock photography to authentic storytelling that showcased both the medical expertise and comprehensive care approach. Through rigorous A/B testing of 20+ creative concepts, I discovered that highlighting success stories and doctor credibility drove 3x higher engagement than medication-focused messaging. This insight led to developing two distinct creative tracks: clinical authority targeting the male demographic (previously untapped) and transformative journey narratives for the female audience. The strategy resulted in a 125% increase in qualified leads within 60 days, a 43% decrease in cost per lead, and expansion into two new market segments. Most notably, male demographic engagement increased from 15% to 40% of total leads while maintaining strong female audience performance.