Let's scale a monthly subscription box
As Creative Director of Brand & Marketing at Bespoke Post, I oversaw a multidisciplinary in-house team and partnered with outside agencies to lead all creative across e-comm and performance marketing. During the pandemic’s e-commerce boom, Bespoke Post saw rapid triple-digit growth. I worked closely with growth and analytics teams to A/B test creative, scale production, and support aggressive spend goals—all while keeping the brand sharp and cohesive.
CREATIVE DIRECTION
BRAND STRATEGY
PERFORMANCE MARKETING
SOCIAL & INFLUENCER CONTENT
AD CREATIVE A/B TESTING
LANDING PAGE OPTIMIZATION
VENDOR & AGENCY MANAGEMENT
BRAND STRATEGY
PERFORMANCE MARKETING
SOCIAL & INFLUENCER CONTENT
AD CREATIVE A/B TESTING
LANDING PAGE OPTIMIZATION
VENDOR & AGENCY MANAGEMENT
creative strategy
I began by exploring and testing core value propositions based on customer insights and subscriber data. This helped reposition Bespoke Post from a "manly dude" box into a more inclusive lifestyle subscription, focused on helping people discover the world's best gear from cool, under-the-radar brands. This shift proved especially resonant during the pandemic, as people sought out more unique products and authentic brands to experience at home with their partners and housemates.
creative testing
I led iterative creative production across Meta, YouTube, TikTok, Google, and OTT—collaborating closely with our growth team to turn metrics like CTR, scroll-stop rate, and conversion into actionable insights. We built a structured testing workflow with a special focus on continuously optimizing our visual/verbal/text hooks.
scripting & editing
Through iterative A/B testing, we built a library of high-converting ad formats, hooks, value props, and scroll-stop clips. Our top spending ad (see breakdown below) retained its strong CAC efficiency for an entire year by continuously refreshing the first 3 seconds and updating the rest of the spot with new clips and soundbites from our growing library.
content creation
To support our increasing media spend, I helped expand our external content pipeline and internal production capabilities— keeping a steady supply of fresh content so no channel went stale and creative never fatigued.
tv campaign
We partnered with Quirk Creative to produce our first TV campaigns, using a “brand response” strategy to build awareness while driving conversions. We launched two concepts—a lifestyle spot and a testimonial featuring real customers—each versioned with multiple scripts and formats, then further iterated in-house for OTT, paid social, and digital video.
landing page optimization
We continuously A/B tested landing pages—experimenting with different hero visuals, messaging hierarchies, offer frames, and UX flows. Additionally, we tested separate landing pages for different audience segments (ex, male vs female), as well as for different channels (TikTok vs Youtube affiliate).
credits
Creative Director, Brand & Marketing: Marcelo Cardoso
Chief Marketing Officer: Alvaro de la Rocha
Head of Growth Marketing: Anna Meredith
Growth Marketing Analysts: Peter Czepiga, Nicholas Rhodes, Jordan Leberman
Senior Growth Marketing Designer: Michelle Cohen
Growth Marketing Editor: Mindy Ossi
Photographers: Jay Mason, Drew Gardner
Art Directors: Claire Levy, Lucas Janos
Videographer: Jason Banker
TV Agency: Quirk Creative
Chief Marketing Officer: Alvaro de la Rocha
Head of Growth Marketing: Anna Meredith
Growth Marketing Analysts: Peter Czepiga, Nicholas Rhodes, Jordan Leberman
Senior Growth Marketing Designer: Michelle Cohen
Growth Marketing Editor: Mindy Ossi
Photographers: Jay Mason, Drew Gardner
Art Directors: Claire Levy, Lucas Janos
Videographer: Jason Banker
TV Agency: Quirk Creative
TikTok Agency:
