Paid Media & Performance strategyIs your creative actually driving conversions?
I pair audience insights with platform data to iterate quickly, optimize campaigns, and drive results that scale.
Genesis House — Social Growth & Conversion Campaigns
Challenge: Drive awareness and online reservations for Hyundai’s flagship luxury experience center, Genesis House, in NYC’s Meatpacking District—an unconventional hospitality offering with ambitious experiential goals.
Approach: Led paid and organic strategy for two concurrent campaigns: one focused on social growth, the other on conversion. Focused on tracking audience behaviors and optimizing custom retargeting flows that improved Cost Per Reservation over time. We identified high-performing audiences, including former Korea-based Meta users now living in the tri-state area, and luxury-interest segments centered on brands, travel, and sports.
Results: Brought Cost Per Reservation down from ~$20 to ~$9 while maintaining an estimated $80 average spend per reservation—achieving a 9x ROAS. Simultaneously doubled Instagram following over 12 months and laid the groundwork for future retargeting success.
Marshmello — Black Friday Merch Campaign (NOX)
Challenge: Scale direct-to-consumer merch sales during Black Friday in a saturated e-commerce environment.
Approach: Directed content production for ecomm campaign assets based on insights from Marshmello’s organic audience behaviors. Our team’s ongoing relationship with his social strategy allowed us to align creative with proven engagement trends. I managed cross-functional coordination between creative and performance teams, oversaw rollout calendars, and supported strategic execution across Meta and Google.
Results: Achieved 3x ROAS and a 326% YoY increase in merch revenue. Strong campaign results helped secure NOX’s full-time organic account management role shortly after.
Fever / SecretNYC — Video Split Testing
Challenge: Improve creative performance for paid social campaigns promoting branded events and partner activations.
Approach: Created and tested multiple versions of short-form videos across Meta platforms, primarily optimizing for click-through rate. Variants included different hooks, captions, and video lengths to capture audience attention and increase conversion. Collaborated with in-house media buyers to iterate quickly and integrate learnings across campaigns.
Results: CTRs improved by 20–30% for key formats over a 3-month testing period. These results helped guide content priorities for future IP event launches and supported more consistent ticket sales performance for branded activations.