At Gametime, I led creative strategy and end-to-end concept development for performance marketing campaigns across paid social, CRM email, app store, and OOH channels. I owned the full creative lifecycle from initial brief and concept through production, testing, and iteration, developing high-converting ad creative that consistently outperformed benchmarks and earned evergreen status across multiple campaigns. From there, I directed the systematization of top-performing creative into scalable, templated design frameworks built around team-specific and artist-specific variables, effectively turning one-off wins into reusable performance infrastructure. The result was a creative operation that could move faster, test more, and scale proven concepts without sacrificing visual quality or brand consistency.
Operating across a live events marketplace spanning sports, music, and shows throughout the US, Canada, and Mexico, I developed creative systems flexible enough to serve hundreds of teams, artists, and venues while maintaining a consistent brand voice. The scale demanded design thinking that could stretch across leagues, genres, and markets without losing visual cohesion — every template, every asset, built to perform across an enormous range of contexts and audiences.
