Client
Bespoke Post
Role
Brand & Marketing Creative Direction
Let's scale a multi-brand subscription box
As Creative Director at Bespoke Post, I led a multidisciplinary in-house team and partnered with outside agencies to produce all creative across e-comm, brand and performance marketing. I worked closely with growth and analytics teams to A/B test creative, scale production, and support aggressive spend goals — all while refining our positioning and target customer.
CREATIVE DIRECTION BRAND STRATEGY VOICE & MESSAGING PERFORMANCE MARKETING TV ADVERTISING SOCIAL & INFLUENCER CONTENT STRATEGY AD CREATIVE TESTING
Creative Strategy
We tested core value propositions based on customer insights and subscriber data to reposition Bespoke Post from a "manly dude" box into a more inclusive lifestyle subscription, focused on helping people discover cool, under-the-radar brands.
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 and delivering 50+ pieces of creative weekly.
Scripting & Editing
We built a library of high-converting ad formats, hooks, value props, and scroll-stop clips. Our top spending ad below retained its strong CAC efficiency for an entire year by continuously refreshing the first 3 second hook and updating the rest of the spot with new clips and soundbites from our growing library.
Content Production
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
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