One campaign I’m particularly proud of is the Outdoor Entertaining campaign, which supported a mix of existing and new priority SKUs with the goal of driving clicks to wm.com while highlighting key products. Based on prior social performance, our audience consistently responded to bold color, strong visual appeal, products that felt affordable yet high-quality, and real-life, entertaining-focused use cases. We identified an opportunity to lead with products that naturally grabbed attention in-feed, and the new outdoor dinnerware collection stood out due to its fun patterns and multiple colorways. As a result, we centered a significant portion of the creative strategy around this collection.

In collaboration with Creative Services, we developed social-first photography and graphics and partnered with a social producer to ideate and shoot three short-form videos. We also identified and commissioned influencers to create content featuring the collection. Paid social campaigns launched using photography to test initial interest, and as the collection began gaining organic traction and engagement, we responded by developing additional paid creative and expanding distribution to TikTok to capture discovery-driven audiences.

I’m proud of this campaign because it demonstrates how audience insight can guide successful creative, shows the impact of building a cohesive ecosystem across organic, influencer, and paid, and balances brand storytelling while highlighting key product attributes.

In a previous role, we were running social campaigns that drove traffic to Walmart, but we had a major reporting limitation.

The challenge was that we were required to use tracking links provided directly by Walmart. That created two big issues:

1. We had to submit requests every time we needed a new tracked link, which slowed down campaign launches.

2. We were completely reliant on Walmart for performance reporting, and that data was often delayed and lacked product-level detail.

I wanted to find a way to bring more control and visibility in-house so we could move faster and make better optimization decisions.

My approach was to look for an internal solution. I knew our performance marketing team was using Impact Radius to generate affiliate links for our shopping content, so I reached out to explore whether my team could use the same platform for social campaigns.

This turned out to be a win-win:

• My team would gain real-time performance reporting and the ability to generate links ourselves

• The company would unlock additional affiliate revenue from traffic we were already driving

I worked cross-functionally with the performance marketing team to get access to the platform, then partnered with Walmart to get approval for us to use affiliate tracking instead of their direct links.

Execution-wise, I learned the Impact Radius system myself first, then built a simple internal process and trained my team on how to generate and manage links correctly.

The result was a big improvement in both efficiency and insight. We no longer had to wait on Walmart for links or reports, and we gained product-level visibility into what people were actually buying from our social and influencer campaigns. On top of that, we increased revenue by layering in affiliate earnings — turning what had previously just been traffic-driving campaigns into an additional monetization stream.

SituationWhen I joined the team, paid social was significantly underutilized and fully managed by another internal team.

To launch campaigns, my team had to submit detailed request forms, which created several challenges:- Slow turnaround times

• Little visibility into how campaigns were set up

• No ability to optimize once campaigns were live

On top of that, reporting delays made it difficult to tie paid social performance back to broader marketing and revenue goals. As a result, the channel functioned more as a passive awareness driver rather than a measurable growth lever.### TaskI identified an opportunity to bring paid social management in-house under my ownership so we could:- Launch campaigns faster

• Make real-time performance optimizations

• Align media strategy more closely with business priorities

• Transform paid social into a meaningful revenue-driving channel

Actions1. Proved the model with a pilot

I launched a pilot program with a small test budget to demonstrate the impact of hands-on management and faster optimization.

2. Elevated the creative approach

I partnered closely with Creative Services to build platform-native ads using:- Existing in-house photo and video assets

• New creative developed specifically for paid social placements and behaviors

3. Took full ownership of performance

I personally managed campaign setup, testing strategy, and ongoing real-time optimizations to improve efficiency and scale what was working.

4. Scaled strategically based on results

As performance improved, I:- Gradually secured larger budget allocations

• Expanded testing across formats, messaging angles, and visual styles

• Introduced quarterly creative performance audits to identify trends in:

• Visual direction

• Hooks and messaging

• Offer positioning

5. Integrated creator content for stronger performance

I collaborated with influencers to license high-performing organic creator content and repurpose it for paid ads, which increased authenticity and engagement.### Results- Paid social evolved from a small test channel into our largest traffic-driving marketing tactic

• Delivered highly efficient performance on Meta:

• Average CPC: $0.13

• Average CTR: 4%

• Campaigns consistently drove six figures in monthly revenue to WM.com

• Established a scalable in-house paid social program built on ongoing testing, creative insights, and performance optimization best practices