Launched influencer program with 100+ creators while increasing share of whitelisted influencer content to 15% of Meta spend and doubling influencer-specific post-checkout survey responses to 8%

The program was intentionally positioned as always-on, creating a consistent brand presence and a scalable library of high-quality creator content that could be leveraged across paid, owned and earned channels. 

I curated creator selection with an emphasis on diversity, authentic voice and alignment with high brand standards for video quality and storytelling. I led the end-to-end briefing process for each creator, tailoring briefs for audiences and niches to optimize performance.

All of this was executed while navigating the regulatory, legal and medical review process to ensure every influencer asset was accurate, compliant and in line with the ByHeart brand.