Performance Creative Director & AI Creative Operator | DTC Ads, Direct-Response

I own the full performance-creative loop for DTC brands — strategy, direct-response copy, and the Meta/TikTok ad creative that moves ROAS. I run the research-and-test cycle: competitor analysis, angle testing, and iteration, built on an AI-assisted workflow that ships senior creative at team-level volume as one operator.

10+ years directing and editing video — from UGC-style DTC ads to films, commercials, and music videos. I build edits engineered for retention in the first three seconds and structured to convert, across Meta and TikTok formats.

Directed content and creative across 50+ brand and creator accounts in US and international markets, strategy, production, and the systems that let output scale without losing brand consistency.

Direct-response copy built to convert — hooks, ad primaries, CTAs, and full funnel copy segmented by audience (new buyer, retention, win-back). I write the words that carry the click, grounded in 2,000+ direct sales and years of DTC ad testing, not guesswork.

Meta paid-social creative and campaign structure — audience targeting, angle testing, and creative built around how Meta's delivery actually drives ROAS. I own the creative-to-performance loop: concept, test, read the data, scale the winners.

Static ad and brand design produced end-to-end — scroll-stopping creative that holds visual consistency across an entire ad account. I design for the platform and the auction, not just for the portfolio: every asset built to earn attention and drive action.

Professional editing across Capcut, Premiere Pro and After Effects — UGC-style ads, commercials, and short-form social. I cut for retention in the first three seconds and structure every edit to convert, balancing craft with the pace paid social demands.

Lifecycle and retention email built to convert — segmented flows (welcome, retention, win-back) using Klaviyo, aligned to the same direct-response principles that drive the paid side.

Short-form ad creative built for how TikTok rewards content — native hooks, Spark Ads, and vertical video. The TikTok half of a Meta + TikTok creative system that keeps DTC brands testing across both platforms.

Brand positioning and identity that keeps creative consistent and recognizable across every channel — the through-line that makes a DTC brand feel deliberate at scale.

DTC storefront setup and optimization — building the conversion path so creative and traffic land on a page engineered to sell, not just to display product.

Creative direction across 200+ clients, brands, and creators — owning the vision from brief to final delivery. I steer teams and output toward a unified, on-brand result, then build the systems that make that quality repeatable at volume.