Originally hired as Art Director of Organic Social & Brand at ThreadBeast in 2024, my role quickly expanded into creative strategy, where I led performance marketing initiatives and developed and briefed ad concepts that drove measurable growth, conversions, and revenue.
40M+ Impressions
$1.5M+ Attributed Customer Value
2700+ Conversions
As my role grew beyond traditional brand creative, I became more involved in performance marketing and creative strategy, developing concepts that were built to be tested, refined, and scaled.
Over 10 months, that work generated more than 40 million impressions, 2,700+ attributed conversions, and $1.5 million in three month attributed customer lifetime value across Meta campaigns.
Case Study: Building A Concept That Scaled
The Challenge
ThreadBeast had plenty of product content, but most of it looked and felt like every other fashion ad in the feed. We wanted to create something that blended into the way people actually use Instagram and TikTok instead of immediately feeling like an ad. It still needed to represent the brand well, but more importantly, it needed to earn attention and drive results.
The Idea
Instead of opening with the product, I started with a controversial hook that the audience immediately engaged with. The goal was to make it feel like someone sharing an opinion rather than delivering a sales pitch. The tone was conversational, direct, and intentionally unpolished so it felt native to social rather than produced for advertising. Once people were invested in the story, the product became a natural part of it.
The Result
Rather than relying on a single viral moment, the concept was iterated into multiple variations with different hooks and continuously scaled through paid media. Together, those variations generated more than 23 million impressions, over 1,200 attributed purchases, and seven figures in attributed three-month customer lifetime value.
