Creative & Video
Performance Creative & Video Marketing
Developed performance-focused creative and video strategy — from ad concepts and testing frameworks to content packaging that grew audiences and improved paid social and YouTube results.
Data-driven
Creative testing
Retention-first
Video packaging
Repeatable
Ideation frameworks
The Challenge
On YouTube and paid social, creative is the lever — but most creative is made on instinct, not feedback. The need was a repeatable way to produce, test, and learn from creative that actually moved performance.
My Role
I owned creative strategy for performance — defining testing frameworks, advising on packaging and hooks, and translating performance data into the next round of concepts.
Strategy
How I approached it.
- 01
Built testing frameworks for hooks, formats, and messaging tied to performance data
- 02
Advised on video packaging — titles, thumbnails, and openings optimized for retention and click-through
- 03
Developed storytelling structures for serial content and audience growth
- 04
Used analytics to inform creative direction and publishing cadence
- 05
Closed the loop between performance and the next creative iteration
Platforms & Tools
- YouTube
- Meta Ads
- YouTube Analytics
- Creative tooling
Skills Demonstrated
- Creative strategy
- Video marketing
- Creative testing
- Audience growth
- Content packaging
Outcomes
- Grew audiences through strategic content and packaging
- Improved paid social and video creative performance
- Built repeatable frameworks for creative ideation and testing
- Strengthened the link between creative quality and results
Have a problem like this?
Let's talk about how a performance marketing system could solve it.