INSTACART
As the Growth Marketing Art Director at Instacart, I drive the creative vision behind paid marketing efforts, overseeing both static and video content to craft compelling visual storytelling that captivates our customer base. Leading the creative direction across social media and growth marketing, I develop innovative content strategies that maximize engagement and expand our audience reach.
My role extends beyond paid initiatives; I collaborate closely with growth and brand teams to produce standout creative for paid marketing campaigns, organic social posts, and OTT video content, ensuring a cohesive brand presence across every marketing touchpoint. I also work on App Store optimization, art direct photo shoots, and storyboard video assets, combining creative insight with strategic execution to enhance Instacart’s digital footprint.
My extensive work across both organic and paid channels positions me as a versatile creative leader, committed to driving impactful brand growth and engagement.
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
Midweek Campaign
App store
One of the projects I am most proud of while being at Instacart has been my work to increase performance of the App store listing on both a paid and organic level. I performed an audit of delivery apps as well as other industry leading apps on the app store to figure out what elements were really going to help boost performance and draw in consumers. The screenshots that I created after that audit, shown below, drove both an increase in first time downloads and conversion rate.
This set was the first time we saw a positive uplift in performance on the App store and has set the stage for many other iterative tests to continue to learn how we can see improved performance.
ORGANIC SOCIAL
At Instacart, I led the organic social workstream, managing both agency partners and our in-house team to create and execute content across Instagram, Meta, X, TikTok, Threads, and Pinterest. I developed a strategic framework based on four key content pillars: seasonal posts, evergreen & promotional posts, and an 'Of-the-Internet' category to tap into the latest trends, ensuring our content remained fresh, engaging, and aligned with audience interests.
I collaborated cross-functionally with CPG, Brand, and Marketing partners to develop high-performing posts tailored to each workstream's goals across platforms. Additionally, I managed reporting on campaign performance and leveraged social listening to identify content with the best potential, optimizing for high-performing posts. I also oversaw influencer partnerships, briefing them to create cohesive content aligned with our pillars while managing posting across all platforms to maximize reach and impact
Lessons in Chemistry
In collaboration with the Apple TV team, we built out a holistic campaign surrounding the new series Lessons in Chemistry’s launch.
As a part of this collaboration, we built out an in app brand page for the series that housed custom recipe cards and ingredients needed for the various recipes.
In addition to those brand pages, we also created shoppable recipes that customers could visit for instructions and to purchase all of the ingredients with one click.
Desktop App
Mobile App
app store
Recipe Page
Klarna partnership
As a part of launching Instacart and Klarna’s co-marketing efforts to encourage consumers to utilize Klarna when ordering on Instacart, I was tasked with the project of creating a conversion spot that would run on OTT and OLV. The Goal of these videos was to make clear the ease of ordering with Klarna while also speaking to the usefulness of ordering through Instacart as a whole. We focused in on showing the UX journey mixed in with the signature Instacart imagery in order to help people visualize how using both products would fit into their lives.