A look at the creative performance engine that powered EarnIn’s growth.
My role
Strategy, production, and performance — end to end
01
Quarterly creative roadmap
Oversaw the quarterly roadmap for all paid social channels, anchored in themes and best-performing copy frameworks that the team would systematically iterate on to drive compounding performance gains.
03
In-house & creator-led
Built a scrappy, high-output production model using a mix of in-house shoots and content creator partnerships, prioritizing speed, authenticity, and volume over polish. The approach kept creative feeling native to each platform while sustaining 25+ ads per week.
A creative system built on iteration
01
ROADMAP
Quarterly themes & copy frameworks defined
02
PRODUCTION
25+ ads per week across all platforms
03
TESTING
Multi-variant testing in market
04
READ & REPORT
Bi-weekly ad performance reviews and ELT reporting
I've always been drawn to performance creative for the same reason most avoid it — the work has to earn its place every single week. As Head of Creative at EarnIn, I led and built the performance creative function end to end: quarterly roadmap strategy, testing methodology, team operations, and weekly production output across Meta, TikTok, YouTube, Snap, and other paid social channels. Every asset was built to perform, iterated on real data, and not precious about it. And the data proved it →
70% YoY activation rate lift
20%+ CPA reduction
25+ ads delivered per week
02
Multi-variant testing
Working with Growth & Strategy, we pioneered a departure from standard A/B testing to a multi-variant methodology, testing hooks, visuals, copy, and calls to action simultaneously to identify winning combinations and drive stronger conversion.
04
Team leadership
Led a cross-functional team of strategists, writers, designers, and editors, sustaining a consistent output of 25+ ads per week — each adapted and cut for paid channel specifications.
05
ITERATE
Insights applied & in market as soon as next readout
Selected work (we created hundreds!)