MARKETING & BRAND DESIGN
Powering a Marketing Machine
Role: Creative Director
The Challenge:
LendingTree runs performance marketing at massive scale. The challenge was building a creative team that could meet that demand without ever losing sight of the brand.
Paid Social & Organic Social
Paid and organic marketing requires high volume and a high degree of partnership. My team works alongside marketing from the start, reviewing performance trends together, adjusting creative based on what is and is not working, and brainstorming proactively to keep the work diversified and fresh.
On any given month, my team produces hundreds of assets across paid social, display, and organic channels, often adapting formats and messaging in near real time as campaigns evolve. Performance in this channel mix naturally shifts month to month, shaped by seasonality, platform changes, and business priorities. Rather than chase metrics I cannot control, I set up the team and the process to optimize for what I can: speed of turnaround, consistency of brand execution, and the quality of the feedback loop with marketing.
That process is what allows my team to sustain the pace without sacrificing craft. The result is a team that marketing treats as a genuine strategic partner, not a production resource, and a body of work that reflects both scale and discipline.
CASE STUDY
Creative + Real Data
The Problem
Rate and payment figures across our marketing had to be accurate, compliant, and always current. But every time rates changed, updating dozens of individual creative assets by hand was slow and carried real risk. One missed field could mean noncompliant creative going live.
The Approach
So solve for this, I leveraged a Figma plugin that could sync text directly to an external data source. I used it to build a master table of rate and payment data for every product, fed by an XML file and later by Tableau, so it served as a single source of truth. I then converted that live text into reusable Figma components that could be dropped into any piece of creative.
The Result
Updating rates went from manually touching dozens of assets to a single data update and a component refresh. What used to take hours and carried compliance risk now takes minutes, with the manual error removed entirely. That freed the team to spend more time on the creative work that actually needed their judgment.
Landing Pages
Data showed that landing pages consistently outperformed sending users directly into a form flow and the performance gap between the two approaches was significant enough that landing pages became a core part of the conversion strategy. I led the effort to make that possible without letting quality slip. My team incorporated AI into the process, developed tools to help stakeholders better articulate direction upfront, leaned into reusable templates, and tightened the handoff between creative and development so reviews moved faster and launches happened sooner.
The result was a team that could produce more landing pages, faster, without sacrificing the quality that made them outperform the form flow in the first place.
Email and CRM
My team supports CRM across a wide range of products, each with its own set of emails and templates, plus the ongoing communications that power the app and logged-in experience. At any given time, my team is maintaining and producing content across dozens of active templates spanning, many product lines, plus everything that supports the user experience beyond them.
To manage that volume without sacrificing quality, I lead my team in maintaining a consistent design system for CRM: a shared set of templates, components, and brand standards that lets the team move quickly across products without starting from scratch on every email. That system is what makes the scale possible.
Video
Video is a set of distinct formats, each designed to do a specific job at a specific point in the funnel. Getting that right is a strategic decision before it is ever a production one, and that is where my focus sits.
For paid social, my team produces UGC-style content built to feel native to the feed rather than like a traditional ad. The goal is to lower the viewer's guard early and earn attention in an environment where people are actively trying to scroll past you. For organic social, the format shifts toward lighter, more spontaneous content, street-style interviews that build audience connection and give the brand a human voice outside of a conversion context. For education and SEO, my team produces long-form video built to hold attention, answer real financial questions, and support discoverability over time.