The Little Market is an ethical home decor and accessories brand with Southern California roots. As the head of creative and marketing, my work included the following key achievements: - Built, scaled, and led marketing/creative teams as first head of creative marketing, playing a pivotal role in vetting and onboarding key hires including designers, copywriters, photographers, and associates - Led creative direction and marketing strategy for key channels including email, paid, social, ecommerce, direct mail and blog to achieve a 35% increase in online sales YoY - Successfully launched 48 new product collections annually, using pre and post-launch strategies - Spearheaded creative strategy and oversaw creative assets for paid ads, resulting in 3-5X ROAS - Ideated and led 4 large-scale brand marketing campaigns annually from concept through completion, managing resources and directing high-quality creative output on time and within budget - Led updated brand identity initiatives, evolving brand perception and expanding target audience reach - Oversaw creative, branding, and promotional marketing strategy for a large-scale virtual event, working directly with photo/video production, event, and talent teams, resulting in over 1.7 million event views - Led organic social strategy which blended artisan storytelling, product marketing, and brand impact, achieving substantial follower growth and heightened engagement, especially on Instagram with a community of over 700K followers

At Ambrosia, a provider of eco-friendly linen produce storage bags which extend produce life by up to two weeks, I spearheaded the creative strategy for their Meta ads. Beginning with an audit of their existing ads, I identified opportunities for improvement and developed a comprehensive creative strategy for new static, motion-graphic, and video ads. Each week, I crafted new creative briefs, which included copywriting and scriptwriting, and oversaw assets from designers and UGC creators. Over the course of two months, this approach resulted in over 30 new ads and creative tests that resonated with Ambrosia’s target audience. Through my creative strategy and implementation, I optimized ad performance, achieving and maintaining ROAS at 3-7X, an average hook rate of 32%, an average hold rate of 36%, and an average CTR of 4%.

Hiptipico is an ethical accessories brand that provides dignified job opportunities for indigenous Guatemalan artisans. I led creative direction, brand strategy, and digital marketing initiatives for the brand, ensuring cohesive and impactful storytelling across all channels. My work included the following key achievements: - Let rebranding, revitalizing the visual identity through the creation and implementation of updated brand guidelines, as well as the development of new brand assets that resonate with the target audience and reinforce the brand's mission and values - Managed social media accounts with a robust content strategy, which included creating and curating high-quality content, engaging with followers, and developing a content strategy, resulting in a significant increase in Instagram followers by 118% YoY - Increased email marketing revenue by 200%+ and mailing list audience by 600%+ through list building activities, segmentation, and revamping overall content and creative strategy - Developed and managed a cohesive content calendar for social media, email, and blog, while planning product launches and ensuring consistent messaging