ADVERTISING CASE STUDIES
PEDDLE
Supercharging growth with performance marketing and AI.
Creative Strategy
Testing Strategy
Prompt Development
Peddle is an online used car buying platform that simplifies selling vehicles in any condition. Founded in 2013, the company connects sellers with a nationwide network of buyers through technology-enabled marketplace solutions.
The Challenge
Peddle needed to scale customer acquisition while maintaining profitability, but extended 4-6 week creative development cycles limited testing velocity and market responsiveness. Compounding the challenge, sourcing high-quality used-car photography consistently slowed creative development, increased costs, and undermined ad performance.
Strategic Approach
As the creative strategy lead, I restructured Peddle's performance advertising operation around agility and testing velocity. I implemented a new creative process that reduced sprint cycles to 2 weeks, enabling faster iteration and optimization. I developed innovative new hook strategies and advertising frameworks for Peddle's core audience of sellers with older, damaged, or unwanted vehicles. To solve the photography challenge, I pioneered generative AI workflows that enabled creative teams to produce high-quality used-car imagery at scale and at reduced cost.
Results
Over two years, the strategic changes drove a significant impact:
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Revenue increased by over 100% (in conjunction with UX enhancements)
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Cost per acquisition significantly reduced
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Creative time-to-market improved by over 50%
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Established scalable AI-enhanced creative production capabilities
This work was developed with talented creative folk @RawMaterials
BROOKS
Removing the invisible handicap in women's running.
Brand Strategy
Campaign Strategy
Brooks Running is a specialist running brand known for high-performance footwear and apparel. The company launched an innovative line of run bras designed specifically for the biomechanics of running, distinct from traditional sports bras.
The Challenge
Women didn't yet understand the difference between a sports bra and a bra designed specifically for running. Brooks needed to drive sales of their new run bra line in a category where the competitive advantage was unclear and misunderstood.
Strategic Approach
I led brand strategy for "The Hidden Mile" campaign, identifying the insight that transformed technical product features into a powerful performance story. Working with Brooks' science team and research from the University of Portsmouth, we learned that running a marathon in a regular sports bra can cause women to lose up to 4 centimeters of stride length per step, totaling an entire extra mile over the marathon distance.
This became the campaign's organizing idea: a sports bra isn't just less comfortable for running, it's an invisible handicap. The positioning reframed the purchase decision from comfort to performance, making the case that proper support isn't a luxury but a competitive advantage. The campaign included communications, interactive experiences, and live events across a full season.
Results
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40% lift in run bra sales during the campaign period
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Established Brooks as the authority in women's running bras
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Created a new category conversation around performance versus just comfort
This work was developed with talented creative folk @Huge
SHIPT
Building the #1 delivery brand in the Southern U.S.
Creative Strategy
Messaging Strategy
Shipt is a same-day delivery marketplace owned by Target, connecting customers with fresh groceries and household essentials across 5,000+ cities nationwide. Operating in a highly competitive landscape following Amazon's acquisition of Whole Foods, Shipt needed to rapidly scale membership while maintaining acquisition efficiency.
The Challenge
Shipt faced intense competition in the same-day delivery space and needed to drive customer acquisition at scale while building brand awareness in a crowded market. The company needed to establish itself as more than just another transactional delivery service and convert the "Over-Delivering Delivery" brand platform into tangible business growth.
Strategic Approach
I led creative strategy for Shipt's integrated brand and performance marketing campaigns, unpacking the "Over-Delivering Delivery" positioning into multi-channel advertising that drove both awareness and conversion. Leveraging Shipt's research, I identified the most compelling proof points that resonated most with customers and best supported the brand idea. The work spanned digital video, connected TV, social media, and performance channels, all anchored in showcasing Shipt's human-centered delivery approach.
Results
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350% increase in sales through Shipt since brand launch
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60% increase in unaided brand awareness
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Tripled membership base while reducing acquisition costs by 50%
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Established Shipt as the #1 delivery brand in the southern United States
This work was developed with talented creative folk @Huge
CITRIX
From workspace technology to work that matters.
Research Oversight
Creative Strategy
Content Strategy
Citrix Systems is a global technology company providing intelligent workspace solutions, virtualization, and cloud computing services. Known primarily for virtual machine software and infrastructure tools, the company needed to reposition itself for a changing enterprise technology landscape.
The Challenge
Citrix was perceived as a virtual machine software provider that dealt primarily with mid-level IT decision-makers. As workplace technology shifted toward employee experience and digital transformation, Citrix needed to elevate its positioning to engage C-suite executives and reframe its value proposition from infrastructure necessity to strategic business enabler.
Strategic Approach
I led the brand strategy for the "You're Made for Bigger Things" campaign platform, repositioning Citrix's intelligent workspace technology around a fundamental human insight: employees want to do meaningful work, not wrestle with technology.
The campaign strategy shifted the conversation from technical features to employee empowerment, demonstrating how Citrix enables people to focus on what matters. I worked with Citrix SMEs to develop a full-funnel messaging and content strategy that could flex across industries and use cases, from SMBs improving operational efficiency to enterprises rapidly scaling remote work capabilities. This human-centered positioning provided Citrix with a consistent strategic narrative that connected its secure, flexible workspace technology to tangible business outcomes while keeping employee experience at the center.
Results
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Successfully repositioned Citrix from an IT infrastructure to an employee empowerment platform
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Elevated brand conversation to C-suite level decision-makers
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Generated an uplift of 14% in qualified new business leads (through brand and demand working together)
This work was developed with talented creative folk @Huge
REALTOR.COM
Turning inventory advantage into market leadership.
Campaign Strategy
Realtor.com is a leading digital real estate platform pioneering online property search for over 20 years. The company provides comprehensive listings, tools, and professional expertise to home buyers, sellers, and renters across the United States.
The Challenge
During the most competitive housing market in modern history, first-time home buyers faced 50% fewer homes on the market, record-high prices, and overwhelming anxiety about missing out on the perfect home. Realtor.com needed to differentiate itself in a crowded field of property search platforms while addressing buyer fears and highlighting its competitive advantage of 30-40% more property listings than any other competitor.
Strategic Approach
I led brand strategy for the "Homes for Every Home Buyer" campaign, establishing positioning that celebrated individual search needs while highlighting realtor.com's comprehensive inventory advantage. The strategic insight centered on personalization: while other platforms presented homebuying as a one-size-fits-all fantasy, realtor.com's extensive listings allowed people to find homes based on what actually mattered to them.
The positioning moved beyond aspirational real estate advertising to acknowledge the quirky, specific needs that make every home search unique. The campaign established "To each their home" as the brand tagline and positioned realtor.com's superior inventory as the enabling differentiator, giving buyers the options and expertise to make confident decisions in an impossibly tight market.
Results
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Record-high brand awareness (highest in 8 years of measurement)
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108 million unique users during the campaign, a 60% increase year-over-year
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Grew traffic faster than the closest competitor for 14 consecutive months
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44% traffic increase year-over-year
This work was developed with talented creative folk @Huge
WELLS FARGO
Empowering the underbanked and overlooked.
Brand Strategy
Messaging Strategy
Wells Fargo is one of America's largest financial institutions. In 2017, the bank launched Greenhouse, a mobile-first banking app designed for the underbanked and financially stressed, targeting younger consumers and those with irregular income.
The Challenge
Wells Fargo needed to reach underbanked consumers who felt defeated by traditional financial services. The bank faced the fundamental perception challenge of helping people who felt money was working against them believe they could take control of their finances. Additionally, Wells Fargo was recovering from reputation damage following multiple scandals and needed to demonstrate a genuine commitment to serving underbanked customers.
Strategic Approach
I led brand strategy for the Greenhouse launch campaign, helping develop the "Money's Not Smart. You Are." positioning that reframed the relationship between users and their money. The core insight emerged from extensive research showing that many people created elaborate "life hacks" to manage finances, using multiple prepaid cards, note apps, and calendar reminders to separate spending from bills. They weren't financially illiterate; they were resourceful problem-solvers working with limited tools.
The campaign strategy positioned money as the obstacle, not intelligence. Greenhouse empowered the intelligence that already existed rather than educating people who supposedly lacked it. The app featured a digital envelope system with two accounts, forward-looking AI-driven insights instead of "rear-view mirror" banking, and eliminated overdraft fees entirely.
Results
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Launched the app pilot in select states (California, Florida, New York, Oregon, Pennsylvania, Texas, Washington)
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Delivered over 2,500 downloads/new accounts per month during the campaign period
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Generated significant positive customer response to integrated money management features