Anthelios UV Pro Sport
Planning, activation and optimization across paid social channels. Led high impact buys on Pinterest and TikTok and advised content rotation strategy between influencers and hero content. Significant benchmark outperformance for mid-funnel metrics. Campaign was shortlisted for two awards at 2025 Festival of Media. Agency: Omnicom
SkinCeuticals PTIOX / Advanced RGN
Q1/Q2 2025 - Led full funnel paid social planning, activation and optimization for PTIOX and Advanced RGN priority launches. Developed and executed a platform-specific conversion strategy on Snapchat that significantly improved ROAS and contributed to one of the brand’s strongest platform performances to date. This approach has since been referenced in platform conversations as a model for campaign success. Partnered with Meta to implement a measurement study exploring the relationship between paid social and search behavior. Agency: Omnicom
Q1 2025
Full funnel planning, activation and optimization across social for 4 brands. Led ROAS value optimization test, attribution setting improvements across platforms. Significant Revenue and ROAS improvements YoY within the specified time period per brand. Agency: Omnicom
Vichy Dercos
Influencer activation on TikTok for Dercos US product launch in Q1 2025. Agency: Omnicom
BioRewind
Upper and mid funnel activation on Meta for new BioRewind product in Q1 2025. Advised on influencer strategy and commerce manager optimizations. Agency: Omnicom
STIHL Fall 2024
Implemented full funnel campaigns across Meta, Pinterest, Reddit and TikTok. Introduced audience targeting approach and optimizations which significantly increased ROAS and Revenue compared to Fall 2023. Agency: Imre
STIHL Weather-Based Targeting
Support of STIHL's weather-based targeting resulted in the 2024 Ragan Communications and PR Daily Content Marketing Award for the Use of AI/Machine Learning category. Built all campaigns and designed weather based triggers used to target US consumers in moments of specific weather patterns. Agency: Imre
STIHL Spring Battery 2024
Implemented over 17 campaigns with full-funnel objectives from Awareness to Conversion across Meta, Pinterest, Reddit, and TikTok promoting STIHL's line of battery-powered power tools. Agency: Imre
Calquence + ESPN
Designed interest targeting strategy on TikTok for a Calquence (AstraZeneca) sponsored Pickleball event, aired on ESPN. Agency: Imre
Breztri + NASCAR
Designed all 2023 and Q12024 campaigns running under a partnership between Breztri Aerosphere (AstraZeneca) and NASCAR/Austin Dillon. Implemented campaign targeting layering resulting in higher affinity targeting to those likely to be interested in both Breztri AND NASCAR. Oversaw six figures in ad spend per race across platforms. Agency: Imre
Berklee College of Music
Spoke to CMAT-515 class at the NYC campus about leveraging paid advertising methods specifically for the music industry and artists
Saphnelo - Lupus Awareness Month
Aided in campaign design for TikTok TopFeed, Snapchat AR Lens, Twitter, and Meta campaigns. Oversaw over $500k in ad spend for Astra Zeneca for the month of May 2023. Agency: Imre
LBS Kee'vin - "John Doe"
Working with Visionary/ Columbia Records, the aim was to associate the song in viral-type meme content. The focus post ended up generating 368k views and got repurposed by a number of other meme pages organically leading to over 1M views, all with the song in the background of the video. This drove traffic to the artist's page and made a healthy bump in streams across all platforms for the artist.
7evin7ins - "Oh Sh!t"
Managed an overall $10k budget for this song. The core of the campaign was to drive streams via influencers. Another part of the budget went towards independent playlisting, Facebook Ads, and music video. For the influencer campaign, I first conducted a UGC campaign to get around 100 video creates. I then identified influencers whose audiences are fitting to the Pop Punk space. The campaign ended with 265 total creates and 20M views. For the video, Targeting only a Tier 1 audience with a goal of 40k video views, outperformed getting 76k views with a number of comments mentioning song discovery from the ad. The song has 2.3M streams across platforms to date.
7evin7ins - "dowhatyouwant" (Performance Video)
Utilized a combination of YouTube ads and Instagram story ads to video to bring an engaged audience to the video. The campaign targeted a mix of Tier 1 & Tier 2 and outperformed expectations. Specifically targeted similar artist channel's followings. Efforts helped lead to further sharing and assisted the video in getting a total of 152k views.
7evin7ins - "Life Gets F**ked Up"
I helped the song start catching traction pre-release through page posts by large music niche pages on Instagram. Upon release, I targeted mood-specific independent playlists on Spotify to further aid the song in the Spotify algorithm. I also directed an influencer campaign which resulted in over 800 video creates. Post- campaign the song continued to perform well so I proceeded to continue targeting music niche pages on Instagram and utilized Facebook & Instagram and TikTok ads to further drive engaged traffic to the song. The high level of quality traffic led the song to consistently stream well for the proceeding 2 years, and go on to spike to over 10k daily streams. The song has 4.2M streams to date.
Rockstar Rap playlist
Goal was to drive traffic to the playlist page and convert to followers. The initial part of the campaign was spent optimizing the playlist text, image and testing creatives. After that, CPR went down significantly and on average 1 out of every 3 link clicks converted to followers. The playlist gained 12k followers in that time period.
TLR - Music Submissions
Goal: drive artist submissions to a music platform. Targeted music niche with focus on recording interests and job titles. Result: lowered cost per submission by 40% from the previous campaign and additionally 25% from the start of the campaign.
TUBLife Studios - Leads
Goal: increase local traffic to a studio booking page to help build a lookalike audience.
Result: campaign resulted in an average of $1.18 per booking page view. The studio increased bookings as a result of the campaign, giving them an indirect ROAS of 4x.
