The objective:
Apple TV+ needed to drive performance across a high-volume slate of originals — 5 to 15 projects a week — spanning theatrical, awards, and sustain campaigns across four markets. The challenge was maintaining creative quality and consistency at that pace, while generating actionable A/B testing insights and building a team infrastructure that could scale.

My Role
Performance creative production: managed creative production and testing of programmatic and social advertising across Ted Lasso, Servant, The Morning Show, On the Rocks, Bruce Springsteen's Letters To You, and Oscar-nominated Wolfwalkers — covering the US, Canada, Australia, and parts of Europe using agile project management.

A/B testing and DCO strategy: collaborated with dynamic creative optimization specialists to define KPIs and testing frameworks across CTA language, talent mentions, and creative variants — generating findings that directly informed asset decisions across the slate.

Process and team infrastructure: introduced continuous improvement initiatives and authored training documentation covering asset management, file naming, campaign sunsetting, localization, and production workflows — improving onboarding consistency for new and junior team members.

The Outcome
+31% CTR Wolfwalkers alternate art vs. key-art launch creative
+26% performance creative featuring talent name vs. without
"Start watching" CTA - highest converting
"Free" language CTA - lowest performing
5–15 projects per week across programmatic and social
US, Canada, Australia, Europe (UK, Germany, France)