Building the Engine Behind Scalable Personalization
consulted on the creative intelligence driving in-house performance
The Challenge
The company wanted to reduce reliance on costly third-party creative platforms and streamline production for personalization campaigns by enhancing its proprietary in-house platform to better meet evolving needs.
My Role
As a creative consultant, I helped shape the platform’s creative backbone as a voice that bridged creative ambition with technical execution:
Led the designer UI experience from concept to live execution
Simplified activation of personalization within creative permutations
Guided and prioritized creative requirements for the build
Defined animation capabilities and dynamic rendering needs
the OUTCOME
Transformed personalization from a manual, fragmented process into a seamless, scalable system and empowered every team to deliver contextual, high-performing creative faster and smarter.
the impact
$480K saved in ad serving costs in 2024
$550K projected savings in ad serving costs in 2025
Improved render rates vs. 3rd party creative platforms
Automated creative production, activation and tag generation
This platform represents the next evolution in creative leadership, not just crafting the work but architecting the systems that make great creative possible at scale.