Tags: Content Planning, Workflow Management, System Setup

Dr. Loretta Skincare’s brand relaunch was months away, but the ad budget was already tight. We needed paid social ads that performed now, but couldn't blow money on expensive production when everything was about to change anyway. The challenge? Make what we already had—existing video, UGC content—work harder with fresh creative direction and copy.

As Head of Digital + Content Strategy, I brought paid social creative back in-house instead of outsourcing it. Facilitated the production of fresh copy and ad scripts, and built a content matrix to streamline how we delivered paid media assets. I made our existing content library do more while keeping brand voice tight.

20% increase in traffic in the first 3 months.

Conserved budget by not producing new content from scratch, which we then reinvested into influencer campaigns that built our asset library even further for future ads.