Creative Director, User Acquisition
Aug 2018 - Jun 2019
I had worked with AnchorFree in 2017 as a freelancer, but nearly a year later they offered me a full-time position as the first Creative Director embedded on their user acquisition team. I owned creative strategy for all performance channels and managed creative pipelines for videos, banners, playables, and mobile web landers. I directed production of all advertising assets with internal and external teams, delivering thousands of ad assets for Hotspot Shield, Betternet, Hexatech, and VPN360 apps. I also implemented an international A/B testing roadmap and used creative performance data to help optimize creative strategies across paid media channels, storefronts, and even OOH campaigns. I left the company shortly before massive layoffs to join Viral Nation as their Director of Creative Strategy.
Creative Desktop Campaigns
2019 called for an overhaul of our desktop marketing strategies. My contribution to these efforts included a set of broadcast quality video ads for YouTube, GDN, and potentially TV. I leveraged audience data from previous campaigns, wrote scripts and creative briefs, managed negotiations and contracts, allocated budgets, and oversaw edits.
Global Creative Strategies
I developed a winning creative strategy for our worldwide UA campaigns that concluded with 598 delivered video assets. Working with my personal network of global talent, the strategy was to produce native-feeling video ads for social networks like Instagram, Snapchat, and TikTok. The campaign was extremely successful, often significantly outperforming channel benchmarks like driving 10% CTR on TikTok or $0.005 CPC on Facebook.
OOH Airport Takeover
In December, 2018 we launched an airport takeover campaign at Detroit Metro, Philadelphia International, Austin-Bergstrom International, and Oakland International for the holiday season. The campaign included a Boingo Wi-Fi pre-roll ad, airport screen video ads, and both digital and print banners. The Wi-Fi pre-roll ad achieved 29% CTR against Boingo's 3-5% benchmark.