Later
Art Direction / Marketing / Digital | 2022-2023
As Later's first Paid Media Designer, I took on creative ownership of digital ads alongside the paid ad team. By conducting an initial creative audit, I was able to establish a testing roadmap to identify improvement areas towards better performance, and implement those learnings (in the form of a creative playbook) for all ads moving forward.
Google Display Ads
Google Display is a platform that allowed for continuous creative experimentation. After completing the ad audit, I pitched exploring Static display versus current Responsive versions. For this project, I created a new art direction that aimed to reduce ad fatigue by designing with each funnel stage in mind, as well as a new way to showcase UI.
Ad Campaigns
The following are samples of ads created for go-to-market product launches, lead generation, content, evergreen and more. With testing and iterations, many of these resulted in more efficient cost-per-click and higher conversion rates.
