TargetSenior Manager | Associate Creative Director, Digital Paid Media
Jul. 2022 - Jul. 2024New York City Metropolitan AreaWhile at Target, I led and executed 60+ omnichannel campaigns, driving in online sales by aligning creative strategy with business objectives across digital, social, and out-of-home (OOH) platforms. My work encompassed high-profile initiatives like Target Circle Week, Good & Gather, Black Beyond Measure, Latin Heritage Month, Ulta Beauty at Target, Trident launches, and seasonal holiday campaigns. I managed seven creatives and technologists, fostering a culture of innovation, ownership, and continuous improvement. At the same time, guiding the global creative team in adopting UX/UI principles and industry best practices to stay aligned with evolving digital trends. Pioneered Dynamic Creative Optimization (DCO) solutions during a six-month overhaul of promotional paid media processes, creating templates for 19 product categories and reducing production time by 40%. Implemented scalable design systems to cut asset creation time by 40% while maintaining brand consistency across 100,000+ assets globally. Boosted global campaign efficiency by 40% by streamlining creative pipelines, improving team productivity and reducing turnaround times by 25%. Partnered with top ad tech leaders (Google, Innovid, Teads, Yieldmo) to scale global advertising capabilities through CTV (Connected TV) and advanced dynamic creative solutions, driving deeper audience engagement. Developed and executed a robust testing program, optimizing storytelling, call-to-actions (CTAs), and product-focused creative, resulting in higher engagement and improved conversion rates. Delivered data-driven performance reports to senior leadership monthly and quarterly, providing actionable insights, campaign outcomes, and efficiency metrics. Enhanced Target’s digital presence by ensuring ADA compliance, improving accessibility and strengthening the company’s brand reputation as a leader in inclusive digital practices.