Drove 15% CAC improvements through disciplined testing ideology across 300+ video and static assets

At ByHeart I partnered closely with our creative agency Digital Donut to develop a high volume and iterative creative process by producing six hypothesis-driven concepts with four ads each month alongside our internal team's production.

My role spanned the full lifecycle: drafting concepts end-to-end, optimizing scripts for both performance and MLR (Medical/Legal/Regulatory) compliance while ensuring every asset reinforced the brand ideology.

As reflected in the portfolio I placed particular emphasis on hooks—both visual and messaging—to test different “ways in” and identify what resonated most with our audience.

Launched influencer program with 100+ creators while increasing share of whitelisted influencer content to 15% of Meta spend and doubling influencer-specific post-checkout survey responses to 8%

The program was intentionally positioned as always-on, creating a consistent brand presence and a scalable library of high-quality creator content that could be leveraged across paid, owned and earned channels.

I curated creator selection with an emphasis on diversity, authentic voice and alignment with high brand standards for video quality and storytelling. I led the end-to-end briefing process for each creator, tailoring briefs for audiences and niches to optimize performance.

All of this was executed while navigating the regulatory, legal and medical review process to ensure every influencer asset was accurate, compliant and in line with the ByHeart brand.

Translated traditional TV authority messaging into scroll-native paid social storytelling

At a category level, CleanBoss traditionally communicates through authority and efficacy storytelling, which performs well in long-form formats like TV. For paid social, I explored how that brand trust could translate into a sharper narrative rooted in everyday lived insight. Inspired by small NYC apartment living, the concept reframed CleanBoss as a 15-in-1 cleaning solution designed to simplify household clutter rather than simply emphasize germ protection.

The “15-in-1” positioning focused on space efficiency and product versatility. Instead of competing on standard disinfectant claims, the creative explored emotional and practical value around consolidation. Two hook variants were developed, one using a trend-adjacent POV format to establish relatability and another with a simple question designed to activate self-reflection around household cleaning behavior.