Act+Acre — Brand Content Engine
Client: Act+Acre
I built a content system designed around creative diversity over volume — producing 250+ concepts per month across formats, hooks, and narratives to ensure paid media never ran short of fresh creative. The core insight was that for a DTC brand, creative variety is the primary lever for scaling spend without ROAS decay.
I concepted, art directed, and produced the paid content engine end-to-end, directing a full production team of photographers, videographers, editors, and retouchers in a continuous, iterative cycle that translated performance learnings into real-time creative output.
Content Flywheel
A monthly flywheel
The engine operates on a disciplined monthly cycle — listen, brief, produce, distribute, measure, learn — in which each cycle's insights feed directly into the next, compounding performance and efficiency over time.
Content Engine
All brand content, focused into one engine
Every content stream — organic and founder social, paid, email, SMS, influencer, and retail — is consolidated under a single ranked brief and one measurement framework, replacing nine disconnected workstreams with one accountable system.
Production
How the ~250 gets made
Operating on a two-month planning cycle anchored to a central editorial story, the team runs a repeatable monthly production slate and in-house edit, with clear handoffs to each channel owner — a system engineered for consistent output at scale.
Act+Acre — Sephora PDP [51% Improvement]
Client: Act+Acre
Built conversion-driven creative assets informed by paid social, DTC performance learnings, and historical brand insights, translating data into high-performing creative direction. Concepted “How-To” shoots, product photography, and design-led edits to improve clarity, intent, and purchase conversion across the funnel. The work delivered a +51% average conversion lift across the product range from Q1 to Q2, with standout performance including +118% (Stem Cell Conditioner), +108% (Stem Cell Shampoo), and +75% (Peptide Treatment), and continues as an ongoing optimization cycle.
NARS — Global Social Strategy
Client: NARS Cosmetics
As Social Media Lead at NARS, I led content strategy for a global audience of 3M+ followers and transformed social from an underfunded, always-on channel into a strategic brand-building platform. I developed native-first content, produced campaigns around key brand moments, and secured a 200x increase in production budget for brand-awareness initiatives. Over three years, this approach drove a 16x acceleration in audience growth, expanding NARS' community from 3M to 6.5M followers.
