Art Director
Instacart
Organic Social
Overview
Success in organic social media is never guaranteed—trends move quickly, and what works today may not resonate tomorrow. A single viral video doesn’t sustain long-term growth; instead, brands must continuously evolve their content strategy to engage both their current audience and the new audiences they want to attract.
Approach
At Instacart, I led an initiative to strategically expand our content by tapping into niche subcultures that aligned with our brand while also reaching new communities. After extensive research, we identified three key content verticals:
@Hermann takes a scientific approach to cooking, using chemistry and smart techniques to create globally inspired dishes.
@TriggTube & @ElenaBesser speak directly to our core audience, offering practical grocery and kitchen tips to maximize the value of every Instacart order.
@LouisGCooks brings high-energy, trendsetting food content to life, crafting over-the-top dishes designed to entertain and inspire.
By collaborating with creators who already have authority in these spaces, we positioned Instacart as a contributor to food culture rather than just another brand fighting for attention. This approach not only deepened engagement but also expanded our reach, building authentic connections with new audiences while reinforcing trust with our existing community.
Midweek Users Campaign
Overview
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
Approach
Spotlight those with a drink & snack filled desk top that is especially relatable for those who work from home or chronically desire a multitude of options. We wanted to celebrate this way behavior so that people feel seen rather than critiqued.
App Store Optimization
Overview
One of the projects I am most proud of while being at Instacart has been my work to increase performance of the App store listing on both a paid and organic level. I performed an audit of delivery apps as well as other industry leading apps on the app store to figure out what elements were really going to help boost performance and draw in consumers. The screenshots that I created after that audit, shown below, drove both an increase in first time downloads and conversion rate.
App Store Video
This video was the second rendition of the App Store video for the Instacart app. This video appeared in the first position of of the organic app store listing and served as an illustrative description of the App UI and the user journey throughout the app. We strategically layered value props throughout the video to maintain the users attention.
Redefining grocery through bold creative
As Art Director for Instacart's growth marketing team, I led the visual strategy across paid social, display, and brand campaigns — translating the energy of fresh food and instant delivery into scroll-stopping creative that drove measurable results.
The work spanned seasonal campaigns, product launches, and always-on performance creative — balancing brand consistency with the speed and experimentation required by a growth-stage team.
From brief to billboard
Every campaign started with a deep understanding of the audience and the moment. I worked closely with strategists, copywriters, and performance marketers to develop concepts that were visually distinctive yet optimized for conversion.
The creative system I built allowed the team to move fast — modular templates, a living style guide, and reusable asset libraries meant we could launch campaigns in days, not weeks.
Midweek Campaign
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
The ChampionChip
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
Organic Social
I led an initiative to strategically expand our content by tapping into niche subcultures that aligned with our brand while also reaching new communities. By collaborating with creators who already have authority in these spaces, we positioned Instacart as a contributor to food culture rather than just another brand fighting for attention.
Beyond creator partnerships, I also led Instacart's organic social workstream, overseeing content strategy and execution across Instagram, Meta, X, TikTok, Threads, and Pinterest. I developed a framework built on four key pillars to keep our brand culturally relevant and engaging.
App Store Optimization
One of the projects I am most proud of while being at Instacart has been my work to increase performance of the App Store listing on both a paid and organic level. I performed an audit of delivery apps as well as other industry leading apps to figure out what elements were really going to help boost performance and draw in consumers.
The screenshots I created drove both an increase in first time downloads and conversion rate. This set was the first time we saw a positive uplift in performance on the App Store and set the stage for many other iterative tests.
Lessons in Chemistry
Impact by the numbers
What I learned
Working at the intersection of brand and performance taught me that great creative doesn't have to choose between looking beautiful and driving results. The best work does both — and the key is building systems that empower speed without sacrificing craft.
Instacart gave me the opportunity to scale a creative vision across hundreds of touchpoints while staying true to a singular design ethos — fresh, bold, and unmistakably human.