High-Volume Briefing and Testing
I built a high-volume briefing and testing system that produced 75–100 assets weekly, streamlining workflows and scaling creative through rapid iteration. This approach turned testing into a growth engine, driving clarity, speed, and measurable results.
Scope & Vision
At Lume and Mando, I was responsible for building and sustaining a high-volume creative pipeline that delivered 75–100 new assets every week across paid, organic, and email. The challenge was balancing speed and scale with clarity and quality, ensuring each piece of creative felt intentional and brand-aligned while moving fast enough to feed constant testing and iteration.
Approach
I built a templated briefing system and workflow that kept our team organized and efficient, enabling us to move from idea to delivery without bottlenecks. Each week, we generated ~30 briefs, ran regular brainstorms to keep ideas fresh, and tested systematically so no concept went stale.
My testing philosophy was rooted in high-velocity iteration: one strong headline or concept could generate 10+ variations. By scaling ideas this way, we maximized learnings while protecting the team from burnout. Testing wasn’t random, it followed a clear process:
Lock the headline (what drives attention).
Explore message themes (comfort, irritation-free, dermatologist-tested, humor).
Iterate within a winner (micro-variations that stretch performance further).
Execution & Deliverables
Pipeline Management: Built systems to track 75–100 weekly assets without slipping deadlines.
Brief Templates: Created standardized briefs that set clear priorities and creative direction.
Testing at Volume: Produced 10+ iterations per message across visuals, formats, and tones.
Creative Workflows: Managed review/approval cycles that balanced speed with accountability.
Systematic Testing:
Phase 1: Headline lock (“Smell Better Naked”) tested across product vs. lifestyle vs. customer quote.
Phase 2: Message exploration (pain-point, comfort, eco-conscious, ingredient focus).
Phase 3: Iteration & scaling (refining top-performers with micro-copy shifts).
