Creative Director, UA
I owned creative strategy for all UA channels and managed creative pipeline for video, static, HTML, and playable ads. 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 a global A/B testing roadmap and leveraged creative performance data from both tests and scaled campaigns to help optimize creative strategies.
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.
Dillon is a powerhouse marketer. He not only knows HOW to design, he knows WHAT to design and WHY which is a key differentiator among designers. AND by the way, he is also proficient in buying media so he tests his own creative against benchmarks to see what is working. I have never met a creative director with so much skill, intelligence, attention to detail and ambition as Dillon.
Head of Performance Marketing at AnchorFree
I have been fortunate enough to work with Dillon in two different roles. His ability to manage creative production, performance, optimization, and iteration at the pace at which he does is unlike I have seen from any individual. He brings tremendous value to any marketing team with his combination of analytical/creative talents and skills. He is also an extremely friendly person and very easy to get along with in both a personal and professional setting.
Director of User Acquisition at AnchorFree
Once in a while, you get the opportunity to work with someone extremely talented. During his time at AnchorFree, Dillon efficiently managed the entire creative pipeline while producing some of our best and highest converting creative assets. Dillon’s deep understanding of performance marketing made it easy to collaborate with him on all types of initiatives from user acquisition, to influencer marketing.
ASO and Mobile Growth Manager at AnchorFree