Paid Search, UAC & Social Testing
Expanded Rakuten’s acquisition reach during Big Give Week by testing new creative formats across paid search, UAC, and paid social to drive app downloads and first-time buyers.
Approach
Partnered with SEM and growth teams to test creative across channels. Built PMAX variations (product, merchant, copy-only, and single-merchant), developed three mobile-first UAC directions, and launched platform-native campaigns on Reddit and Pinterest tailored to each audience.
Impact
Single-merchant PMAX drove stronger first-time conversions and informed future strategy. UAC improved performance by aligning ad and app experience. Reddit and Pinterest proved scalable with higher engagement and CTR.
PMAX
Universal App Campaign
Paid Social Testing
Member Re-Engagement
Reconnect inactive members by spotlighting everyday “essential” items eligible for cash back and highlighting participating retailers.
Approach: Collaborated with a copywriter and SEO marketing manager to create a cohesive campaign across email, site, app, and a new landing page. Designed a full-funnel user journey that emphasized discovery and ease of use.
Impact: Drove higher click-through and conversion rates through refreshed creative and a more intentional, data-driven re-engagement experience.
Organic Social
Partner closely with social and marketing stakeholders to deliver high-performing, platform-native content that balanced brand storytelling with engagement.
Approach
Design scroll-stopping visuals and short-form video assets across Instagram, TikTok, and Pinterest. Collaborated cross-functionally to translate campaign goals into social-first creative, iterating quickly based on performance insights and trends.
Impact
Drove increases in engagement rate, reach, and follower growth. Improved saves and shares on top-performing content, signaling stronger audience resonance and content longevity.
