Performance Marketing Ads

Wild Alaskan Company wanted deeper creative control and a more cohesive brand voice across its paid social ads, which had previously been produced by external agencies. I led the creation of a new in-house performance marketing workflow—developing concepts, directing UGC creators and studio production, shaping scripts with the copywriter, pitching campaigns to stakeholders, and iterating based on real-time data. Our in-house ads consistently met performance targets and matched the effectiveness of top-performing agency ads.

ROLE: Creative Lead
CLIENT: Wild Alaskan Company
YEAR: 2024-2025

Overview:

To bring more creative control and brand alignment to paid acquisition, I led the development of an in-house ad pipeline that blended UGC authenticity with elevated, brand-forward creative.

Creative Strategy

Partnered with the performance team and senior copywriter to define creative swimlanes, concepts, hooks, and messaging frameworks.

Talent casting

Selected UGC creators who aligned with our demographic and could deliver scripted content authentically.

Studio production

Led all in-house culinary and product shooting to ensure cohesive, appetizing, Alaska-inspired visuals within performance constraints.

Data-driven iteration

Reviewed CPA, CTR, thumb-stop rate, watch-through, and conversion data to refine and optimize each campaign.

Visual Direction

Designed the visual approach for every campaign, determining what would be handled by UGC creators vs. our in-house studio.

Post Production supervision

Directed external editors, integrating UGC and studio footage with native typography for platform consistency.

Stakeholder pitching

Created pitch decks and presented concepts to performance marketing leadership and the Creative Director for approval.

Challenges:

  • Balancing low-fi UGC expectations with brand aesthetics

  • Applying brand identity without over-polishing

  • Creating a repeatable concept → script → produce → iterate workflow

  • Maintaining variety to avoid creative fatigue

  • Building a hybrid UGC + in-house production model

Performance marketing required content that felt casual, platform-native, and intentionally low-fi—yet creative leadership expected stronger visual cohesion and brand fidelity.

I had to design a repeatable workflow that could move from concepting to scripting to pitching to production quickly, while also ensuring each campaign felt fresh and avoided creative fatigue.

This meant refining how we cast creators, elevated culinary footage, and blended UGC with in-house studio assets to achieve a consistent visual standard across a hybrid system.

Conclusion:

The in-house ad pipeline I developed proved highly successful: the very first campaign matched the performance of top agency ads, and every campaign we produced met CPA thresholds. This work gave Wild Alaskan deeper creative control, tighter brand alignment, and a cost-effective method for producing data-driven ads at scale.

By leading concept development, visual direction, scripting collaboration, creator casting, studio shooting, post-production, stakeholder approvals, and iterative optimization, I built a sustainable internal system that balanced performance needs with brand storytelling—and elevated the company’s paid social presence.