Performance Marketing Design
In performance marketing, “pretty” doesn’t always convert. I have a long history of designing ads that intentionally broke the mold, leaning into raw, scroll-stopping visuals that didn’t look like ads. From lo-fi hooks to clickbait headlines, I built creative that blended into feeds, felt native to the platform, and ultimately drove better engagement and conversions.
Scope & Vision
The goal was clear: create high-performing ad creative that didn’t feel like advertising. My role was to design performance-driven visuals that embraced the current trend of scrappy, lo-fi, and native-looking content—prioritizing scroll-stopping engagement over polished perfection.
Approach
Working closely with the marketing and paid media teams, I developed ad concepts that mimicked organic posts, clickbait headlines, and UGC-style visuals. I utilized fast-turn design workflows, AI tools, and real-time A/B testing insights to iterate quickly and create assets that could flex across channels like Facebook, Instagram, and TikTok. The focus was always on “stop-the-scroll” creative that prioritized function over form, while still staying on-brand.
Execution & Deliverables
Designed native-style ads, UGC-inspired visuals, and headline-driven creative
Developed high-volume test assets for A/B testing campaigns
Built scrappy, budget-friendly workflows to scale creative production
Leveraged AI tools for rapid ideation, asset versioning, and headline brainstorming
Outcome: Drove significant improvements in click-through rates and ROAS by aligning creative with platform trends and user behaviors. The “non-ad ad” approach increased engagement, allowing campaigns to scale efficiently while maintaining a strong brand presence in a competitive feed environment.
