Sourced and vetted 5,000+ creators across two D2C brands, both built from scratch. Negotiated, briefed, and directed the ones that made the cut. One brand was acquired. The campaigns generated $950K+ in revenue and 140M+ organic views.
Ran every influencer campaign end-to-end: sourced creators, negotiated rates and contracts, wrote every brief, directed content through revision rounds, and tracked performance to optimize the next campaign. Built a sourcing pipeline of 3,000+ creator prospects with a vetting system that filtered for audience quality, real engagement, and creator-brand fit. Negotiation approach: 100% upfront PayPal payments to stand out against 30-60 day corporate payment cycles, with milestone dates written into every contract.
Viewers are skeptical of shapewear. They've seen too many exaggerated ads. So every creator was directed to educate on specific, visible product details (steel bones that prevent roll-down, anti-skid lining, butt-lifting construction) before showing the transformation. By the time the before-and-after came, the viewer already believed it. Each brief was built around a real problem women deal with: tummy bulge in fitted jeans, bloating showing through bodycon dresses, no bra support in summer outfits.
Every brief started with a real problem: tummy bulge in jeans, bloating in a bodycon, no support in a summer outfit. Then the product solved it on camera.
Managed 60+ influencer partnerships end-to-end across Instagram and TikTok: sourced creators, negotiated rates, developed every creative angle, and directed content through revision rounds. Ran 100+ campaigns total. One early campaign took 3+ revision rounds to get the tone right. That video became the template, and most campaigns after that were done in 1 to 2 rounds.
Sentimental jewelry sells on emotion, not features. Every creator was directed to center the story on a real, personal moment: the bond between a mother and daughter, keeping a loved one close after loss, celebrating the people who shaped you. The product never showed up until the viewer already cared. Story first, product second. That was the whole strategy.
The viewer had to feel something real before the product ever showed up on screen. These are the campaigns where that worked best.
I write hook-first scripts and develop creative angles by studying what's working in the market. I've analyzed 100+ of my own creatives to find patterns, changed strategies based on data, and the briefs have converted well enough to keep doing it this way.
I don't just write briefs. I source creators, vet them for audience quality and brand fit, negotiate contracts and rates, manage timelines with milestone dates, direct content through revision rounds, and track post-campaign performance.
I've negotiated with hundreds of creators. My approach: 100% upfront payment to stand out, milestone dates in every contract, and bulk deals with performance gates. Creators stay because the content performs better than their organic posts.
Full-funnel attribution, creative fatigue analysis, CTA testing, heatmap-based UX optimization, and A/B testing checkout flows. I use data to find what's working and double down on it.
I'm open to creative strategist and influencer marketing roles. If you're looking for someone who's done it from both the brand side and the execution side, let's talk.