scaling PERFORMANCE-DRIVEN CREATIVE
July 2024 - Present
Ok I’m taking you on a journey with this one. From scrappy in-house productions to scaling an entire influencer strategy, this is how I built and evolved Poshmark’s Growth Creative strategy. Stick around til the end to see how we turned data-driven insights into creatives that made an impact!
Credits: Misa Catahan, Photography; Devon Odom, Videography
growth creative strategy + design
in-house production
When I first joined the growth team, I started by diving headfirst into in-house production to kickstart our creative strategy, especially in areas where we had little data on what worked. This hands-on approach allowed us to quickly test different creative angles and gather key learnings on performance.
I managed the entire pipeline—conceptualizing ideas, writing briefs, sourcing talent and outfits, scheduling shoots, and editing creatives—while also guiding a team of creatives to produce additional ad sets. This step proved that intentional creative could directly drive results and laid the foundation to scale our efforts.
Below are a few creatives for our in-house back-to-school campaign. The first set, ‘Tap to Dress,’ was designed and edited by me, while the second set, ‘BTS Aesthetics,’ was created by Laura Shelton.
scaling with influencers
After proving the impact of creative through our in-house efforts, I took over the influencer pipeline to scale our output in a way that allowed us to diversify our creatives with less lift from our small internal team. Leveraging influencers not only expanded the variety of content we could test, but also provided a steady stream of fresh, authentic creatives. I built structured processes for both core influencers and nano creators, ensuring that each piece of content was strategically briefed, optimized for performance, and aligned with our key learnings.
core influencers
I worked with a roster of core influencers, writing monthly creative briefs designed to align their unique content with our performance goals. Every brief was informed by data—what was working, what wasn’t, and how we could refine messaging, visuals, and storytelling to improve results.
Below are some of my favorite high-performing influencer creatives.
nano creators
I built out a brand new nano creator program that allowed us to tap into viral trends on a weekly basis. By creating highly prescriptive briefs, I was able to curate content that felt organic and authentic while hitting our key performance metrics. This program turned out to be a game-changer—nano creator content consistently outperformed our core influencer content on Meta at a fraction of the cost, ultimately helping us bring down average CPI by 68%.
I love that this strategy gave us the opportunity to collaborate with smaller creators, as community has always been a core part of our brand values. Working with passionate, everyday creators made our content feel more authentic and relatable while expanding our reach into new, engaged audiences.
Below are some examples of nano creator content that performed exceptionally well.
Optimizing for scale
To maximize the impact of every creative we received, I worked closely with our in-house designers to cut and edit new versions of influencer content, tailoring each piece to better fit platform-specific insights. Simultaneously, I partnered with our engineering team to build a pipeline for automating the creative iteration process. I provided strategic guidance to have them automatically apply adjustments across 10-15 videos at a time, scaling our efforts with minimal lift.
Below are a few examples of overlays designed by Gifta Angelin to test the impact of adding our signup promos on top of our high-performing creatives.