Performance Creative · San Diego, CA
Madelin
Aller.
Director of performance creative production working across strategy, creative, and production.
Director of performance creative production working across strategy, creative, and production.
01 / 03
Rebuilt how creative got made and tested across various regulated health categories. Ran a per-category ad audit, fixed the launch cadence, and got Nurx leadership in a room to agree on how testing and production would actually work heading into 2025.
The core problem: creative wasn't mapped to where someone was in the funnel or what they needed to hear. Same ads at every stage.
This mapped content two ways, funnel stage and functional vs. emotional, so every type had a clear job and we all knew what to make and when.
Anti-Aging · Creator production
Getting more out of every creator shoot
We were intentional about what we asked creators to capture, planning for the next round of testing and building a bank of content we could pull from when an opportunity came up to get something into market quickly.
Beyond the main UGC video, we briefed in product shots, demos, and extra footage for lo-fi edits and statics. That gave us more ways to test messaging, refresh creative, and move quickly, without starting from scratch or booking another shoot.
UGC
Talking head
LoFi
Product point-out
Static
Product in hand
Static
Application
02 / 03
Introduced a refresh-first strategy - treat proven creative as an asset to iterate, not retire. Launched their first UGC format for prospecting.
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
Midway through production, pushed for a pivot into AI-generated sensory video because the existing approach wasn't translating the product well enough.
Amazon PDP format
Social variation
Same creative logic, reformatted for feed = 1x video, formatted for multiple platforms
I've worked as both a line producer and agency producer, so I've seen production from every angle. I've managed everything from SAG-AFTRA shoots and full crews to UGC creators and real people talent.
WHAT I'VE LEARNED
Most teams already know what's working. The problem is usually that nobody has built a process to scale it properly.
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.
Most production problems happen when media, creative, and strategy are solving for different things.
I've helped scale teams from 4 to 35+, and the bottleneck is almost never talent. More often it's unclear ownership, inconsistent feedback, or a process that no longer fits the way the team actually works. What worked for four people rarely works for thirty-five.
I started in production, on set and in post, but somewhere along the way I became just as interested in why things work as I am in making them. Not just ads. Teams, processes, feedback, testing, all the "why" behind the scenes that determines whether a good idea actually goes somewhere.
I've worked at Monks, Omnicom, and Havas with brands including Nurx, Sol de Janeiro, Starbucks, Hydro Flask, Chime, OXO, Osprey, Starburst, and Each & Every.
Currently Director of Production at Monks, where I lead a team of producers focused on performance creative. Based in San Diego. Open to local + remote work.
