home

portfolio

experience

home

portfolio

experience

home

portfolio

experience

Art Director

Instacart

Overview

As the Growth Marketing Art Director at Instacart, I drive the creative vision behind paid marketing efforts, overseeing both static and video content to craft compelling visual storytelling that captivates our customer base. Leading the creative direction across social media and growth marketing, I develop innovative content strategies that maximize engagement and expand our audience reach.

My role extends beyond paid initiatives; I collaborate closely with growth and brand teams to produce standout creative for paid marketing campaigns, organic social posts, and OTT video content, ensuring a cohesive brand presence across every marketing touchpoint. I also work on App Store optimization, art direct photo shoots, and storyboard video assets, combining creative insight with strategic execution to enhance Instacart’s digital footprint. My extensive work across both organic and paid channels positions me as a versatile creative leader, committed to driving impactful brand growth and engagement.

Overview

As the Growth Marketing Art Director at Instacart, I drive the creative vision behind paid marketing efforts, overseeing both static and video content to craft compelling visual storytelling that captivates our customer base. Leading the creative direction across social media and growth marketing, I develop innovative content strategies that maximize engagement and expand our audience reach.

My role extends beyond paid initiatives; I collaborate closely with growth and brand teams to produce standout creative for paid marketing campaigns, organic social posts, and OTT video content, ensuring a cohesive brand presence across every marketing touchpoint. I also work on App Store optimization, art direct photo shoots, and storyboard video assets, combining creative insight with strategic execution to enhance Instacart’s digital footprint. My extensive work across both organic and paid channels positions me as a versatile creative leader, committed to driving impactful brand growth and engagement.

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.