Instacart Shopper
Role: Content and asset lifecycle across branded and UGC paid social.
Led shopper recruitment creative for Instacart, spanning concepting, briefs, scripts, UGC direction, and post-production. Simultaneously owned the organization, iteration, and delivery of high-volume assets across paid social to ensure creative was compliant, performance-ready, and scalable.
Partnered with media analytics to support sign-up and activation goals through repeatable hooks, structured testing, and efficient asset reuse.
Informed by shopper insights and platform behavior, translated learnings into UGC briefs, scripts, and visual frameworks. Owned downstream asset operations: curating UGC, coordinating post-production, versioning formats, and packaging assets for Meta placements.
Assets delivered across statics, video, motion, and GIFs with consistency across iterations.
Creative Direction & Operations
Produced branded and UGC creative while testing formats to identify repeatable hooks and scalable structures. Built a hybrid asset system combining branded consistency with UGC, contributing to a +30% CTR lift across seasonal campaigns.
Creative Systems & Results
TikTok Enablement | LMS
Designed and directed native-first TikTok content for Instacart’s Learning Management System rollout. Ensured consistency and educational value. Coordinated creator assets and post-production for 12+ formats, supporting shopper education and the internal in-app platform.
