Performance Creative · San Diego, CA

Madelin
Aller.

Performance creative producer with 8 years making ads that work - across paid social, live action, UGC, and AI. I build the bridge between media, creative, and strategy: the systems, teams, and frameworks that turn good instincts into repeatable results.

See the work Get in touch
Nurx· Sol de Janeiro· Hydro Flask· Starbucks· Starburst· Chime· Each & Every· OXO· Orgain· Giant Eagle· Loctite· Veryvell· Nurx· Sol de Janeiro· Hydro Flask· Starbucks· Starburst· Chime· Each & Every· OXO· Orgain· Giant Eagle· Loctite· Veryvell·
Selected Work 03 case studies

01 / 03

Nurx

Paid SocialUGCAnimationAI

Helped rebuild how creative was produced and tested across 6 regulated health service lines. Ran per-service-line "Ad-topsy" analysis, redesigned the creative cadence, and facilitated a live strategic workshop with client leadership in NYC.

360+
assets over 18 months
5+
service lines, sole producer
Problem Scale paid social across 6 service lines (birth control, acne, anti-aging, mental health, eyelash, melasma) - each with different audiences, compliance constraints, and creative patterns. High volume wasn't working. No framework for what "winning" actually looked like.
What I did Built a per-service-line creative intelligence system. Ran "Ad-topsy" analysis to break down winners by format, RTB, and persona. Diagnosed why 20 ads/adset wasn't working and redesigned the launch cadence. Facilitated a live creative workshop in NYC with Nurx x Keeps leadership to align on 2025 goals - visionary and operational.
Result Identified durable, service-line-specific controls: pill pack + convenience for BC, hormonal specificity for acne, UGC + clinical proof for anti-aging. Shifted the team away from launching huge batches of disconnected ads and toward more structured iteration.
Before Monks Disjointed brand identity - no system, no consistency
After Cohesive creative system - per-service-line strategy, repeatable winners

02 / 03

Hydro Flask

Lifecycle StrategyUGCPaid Social

Introduced a refresh-first strategy - treat proven creative as an asset to iterate, not retire. Launched their first UGC format for prospecting.

+592%
purchases, Oaxaca refresh
+120%
ROAS, Oaxaca refresh
+113%
clicks, Flexstraw refresh
+28%
CTR, Flexstraw refresh
Problem Creative fatiguing with no framework for refresh vs. net-new. No UGC in the mix yet.
What I did Built lifecycle rotation strategy. Refresh before net-new. Shift spend based on inventory and performance. Let each asset do a different job instead of chasing one "perfect" ad.
Result Refreshes beat net-new consistently. Launched first UGC for prospecting. Framework became repeatable across the account.

Oat
Original

Cactus
LoFi iter.

Agave / Trillium
LoFi iter.

UGC · First ever

Launched Hydro Flask's first paid UGC ad, opening a new channel for prospecting.

Before this, UGC had never run as paid media for the brand. This format became the proof of concept that unlocked the channel going forward.

03 / 03

Sol de Janeiro

AI ProductionCreative DirectionUGC

Midway through production, I pushed for a pivot into AI-generated sensory video because the existing approach wasn't translating the product well enough.

4.5x
higher purchase rate vs. legacy campaign
3.7x
more PDP views per ad click
AI-first
no traditional shoot needed
2x use
Amazon PDP format scaled to social
Problem Sol de Janeiro's existing assets weren't converting. The brand is built entirely on how things smell and feel, but static, product-forward creative wasn't translating that. Traditional live action would have been too slow and too expensive to iterate at the pace performance demanded.
What I did Identified AI-generated content as the right tool, not as a cost-cutting measure, but because the aesthetic it produces (layered, slightly surreal, textured) already matched how SDJ's brand felt. Worked with our design and animation lead to build a series of AI-generated assets capturing the brand's visual language.
Result 4.5x higher purchase rate and 3.7x more PDP views per ad click versus the legacy campaign. Nonbrand Amazon searchers converted into buyers of SKUs outside the brand's hero products. No traditional shoot required and the workflow became repeatable across other platforms, SDJ products and future clients.

Amazon PDP format

Social variation

Same creative logic, reformatted for feed. One production, two placements.

More Work I Like Paid social across formats + brands
Jupiter
Converse
Headspace
Starbucks
Red Robin
Midi
Midi
Chime
Chime
Starbucks
Starbucks
Red Robin
Red Robin
Starbucks
Starbucks
Nature Made
Nature Made
Orgain
Orgain
Each & Every
Each & Every
Square
Hatch
Keeps
On Set Live action production

I've run live action shoots end-to-end: line producer, agency producer, post producer. Pre-pro, on-set logistics, talent coordination, post. SAG-AFTRA. Full crew management. Budget ownership.

Giant Eagle · :15
Giant Eagle · :30
Starbucks
Loctite · :15
Veryvell · :30
Red Robin
How I work

The creative problem is usually
a system problem underneath.

01

Learnings should compound, not repeat

On most accounts, the same insights show up in monthly reports over and over. Not because people aren't paying attention - because there's no structure to act on them fast enough. I try to build that structure in from the start.

02

Refresh before net-new

The instinct is always to make something new when performance dips. Usually the better move is to figure out what already worked and iterate on it. I've seen refreshes outperform net-new consistently enough that it's now how I think by default.

03

The work has to be worth watching

Performance and aesthetics aren't in tension. Bad creative doesn't perform. I hold the creative standard at every format and every budget level.

04

AI is a production tool, not a trend

I actively use it - AI-generated assets, prompt-driven animation, format expansion without reshoots. It's useful when it solves a real problem. It's not useful as a shortcut when the brief isn't clear.

05

Someone has to translate between teams

Creative, media, strategy, legal - I've worked across all of them long enough to know they're usually saying the same thing in different languages. I've found that being the person who can move between those rooms quickly tends to matter a lot.

06

The team is part of the system

I've been on the onset of scaling teams from 4 to 35+. The production system only works if the people running it have what they need - clear process, real feedback, room to grow. That part takes as much attention as everything else.

About

8 years.
A lot of ads.

Performance creative producer with 8 years across paid social, live action, UGC, and AI. I like figuring out why ads work just as much as making them - translating performance signals into creative systems, testing approaches, and production workflows that scale.

A lot of what I'm good at now came from productions that were messy, under-scoped, behind schedule, or changing direction halfway through. That's usually where you learn whether a process actually works.

I've worked across Media.Monks, The Integer Group / Omnicom, and Havas, with brands including Nurx, Chime, Sol de Janeiro, Hydro Flask, Starbucks, Starburst, Each & Every, OXO, and more. Based in San Diego, CA. Currently Director of Production at Media.Monks.

Director, Production
Media.Monks
Apr 2026 to Present
Associate Director of Production
Media.Monks
Jan 2023 to Apr 2026
Senior Digital Producer
Media.Monks
Oct 2021 to Jan 2023
Content Producer
The Integer Group / Omnicom
Oct 2019 to Oct 2021
Production Coordinator
The Integer Group / Omnicom
Sept 2018 to Oct 2019
Production Assistant
Havas
Feb 2017 to Sept 2018

Say hi.

Open to creative operations and production leadership roles. Also happy to talk shop about performance creative, systems, or why refreshing winners beats net-new every time.

madelingaller@gmail.com LinkedIn