Instacart Shopper
Role: Content and asset lifecycle across branded and UGC paid social.
Designed and produced paid social campaign creative for Instacart’s Shopper recruitment initiative, spanning UGC direction, post-production, and high-volume asset rollout across digital placements. Simultaneously owned asset organization, iteration, and delivery to ensure creative was compliant, performance-ready, and scalable.
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.
Campaign assets were produced across statics, motion, and video formats to support high-volume paid social placements.
Creative Direction & Operations
Developed a hybrid asset system combining branded moments with UGC, contributing to a +30% CTR lift across seasonal campaigns.
Production Framework:
UGC intake & briefing structure
Asset naming and version control
Placement-based packaging workflow
QA & compliance checkpoints before release
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.
