In 2022, I helped create Boll & Branch’s paid social challenger program. Working directly with senior marketing and acquisition directors, we developed a strategy for testing thumb-stopping headlines, native copy treatments, and alluring windows into our world.

I manage paid social copy to this day, constantly optimizing top-performing ads and introducing new challengers on a monthly basis. This program has proved wildly successful—with click-through and conversion rates that propelled paid social into the highest growth area of the business.