Instacart Shopper
Role: Managed strategy, scripting, creator direction, concept execution, and iterative testing across branded and UGC to drive CTR and CPA improvements.
I led creative direction for Instacart’s shopper campaigns — owning design strategy, scripting, and post-production across paid social. Partnered with media analysts to iterate creative, drive acquisition, and deliver social-first narratives that set Instacart apart in the gig economy.
Competitor analysis and briefs based on social research, shopper insights, platform trends, and creative learnings. I worked with media to analyze hook performance, adapt messaging for greater retention, and optimized iterations for Meta. Assets include statics, videos, animations, GIFs.
Strategy
Tested Branded vs. UGC to identify winning hooks and design styles.
Result: 🏆 Hybrid ads — a combination of branded elements and UGC content for optimal impact and +30% CTR.
Creative
TikTok // LMS
Collaborated with creators to ensure native-first content and visual clarity. Executed 12+ TikTok formats for Instacart’s newest Learning Management System rollout. Drove shopper education through organic content and earned stakeholder recognition for quality and hustle.
