Creative Direction for Growth
The problem I solve:
“Content exists, but it’s not clearly driving growth..”
I design content systems where creative decisions are directly tied to business outcomes. By aligning narrative, education, and persuasion with the customer journey, I ensure content supports acquisition, retention, and unit economics—without sacrificing brand integrity.
This work connects creative leadership to measurable performance, turning content into a durable growth engine rather than a series of isolated assets.
The Growth Challenge
Most content doesn't perform because:
Narrative isn't clear → Customers don't understand the value proposition
Education is missing → Complex products require patient explanation (sous vide, chamber vacuum sealing)
Trust isn't built → Premium products need credibility before purchase
Channels aren't connected → Content works in isolation instead of compounding
I solve this by making creative decisions that directly support business mechanics—whether that's paid efficiency, retention, AOV, or lifetime value.
How I Connect Creative to Growth
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I design storytelling that builds understanding first, then trust, then conversion.
Example: Anova content strategy across website, SEO, email, and video drove 5.0 ROAS on Meta paid media
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I map content to funnel stages—awareness, consideration, conversion, retention—ensuring each touchpoint serves growth.
Example: Combustion's YouTube strategy built audience trust (200K+ subscribers in 3 months) that supported 40% YoY revenue growth
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I design content that works harder over time—educational content drives SEO, builds email list, feeds paid creative, enables sales conversations.
Example: Anova's 40+ email campaigns in Q4 2025 generated ~$700K in revenue by layering product education, seasonal moments, and promotional storytelling
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I optimize for conversion without sacrificing brand voice or premium positioning.
Example: Elevated Combustion's brand positioning to increase AOV by 20% while reducing ad spend by 13%
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Improved Paid Efficiency → 5.0 ROAS through clear narrative and strong creative
Higher AOV → 20% increase through premium positioning and education
Reduced CAC → 13% ad spend reduction while growing revenue 40% YoY
Sustainable Growth → Content that builds equity over time vs. one-off campaigns -
Paid Social & Performance Creative → Meta ads driving 5.0 ROAS through educational storytelling
Long-Form Educational Content → YouTube content building 200K+ subscribers, supporting revenue growth
Email & Lifecycle Marketing → 40+ campaigns generating $700K quarterly revenue
Founder-Led Brand Storytelling → Combustion: Partnering with founder to shape narrative driving 40% YoY growth -
Combustion (Q4 2025):
→ 40% YoY revenue growth
→ 20% AOV increase
→ 13% reduction in ad spend
→ 53% new customer acquisition
→ 200K+ new subscribers in 3 monthsAnova Culinary (Q4 2025):
→ 5.0 ROAS on Meta paid media
→ ~$700K revenue from 40+ email campaigns
→ 35% audience growth since 2022
→ 800K+ follower community