Creative Diversity
Relatable lifestyle content, illustration to make invisible pollutants visible, and promotion-focused messages across paid & organic social
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The air purifier category is dominated by clinical, problem-focused messaging. Differentiate Scentsy's offering in a way that felt authentic to the brand.
Creative strategy, concept development, art direction, copywriting, and paid media creative execution across social and display channels
4x increase in product sales compared to the prior months and nearly 2 million impressions across paid & organic social
160k+ impressions with over 50% completion rate
The air purifier category taught people to fear their own homes - every ad screamed "your air is dirty, your family is at risk, you need to fix this NOW." But Scentsy customers don't buy products out of fear. They buy products that celebrate their lives.
Instead of solving for the mess, we celebrated it. Positioned the air purifier as permission to live fully - bake with reckless abandon, let the dog on the couch, let kids be kids. "Messes Welcome" wasn't just a tagline, it was Scentsy's way of entering the category on our terms.
Bright, chaotic, joyful creative that looked nothing like sterile air purifier ads. Every piece of creative said: we're not here to make you afraid of your life, we're here to help you enjoy it more.
I develop creative strategies that drive business outcomes - whether that's doubling CTR on paid social, launching new products, or building creative workflows that make teams more efficient.
I'm equally comfortable in a brainstorm and a spreadsheet. I can art direct a photoshoot and write a creator brief in the morning, then analyze campaign data and improve project management workflows in the afternoon. I think in systems, but execute with creativity. And I believe the best marketing doesn't just look good - it changes how people think. Through this lens, brand storytelling and performance marketing are really two sides of the same coin.
Currently leading creative strategy at Scentsy while building fun projects on the side.
