Shaped the creative vision for a two-month, 360-degree campaign that redefined the brand’s cultural presence. Central to the rebrand was storytelling through real people—casting a diverse range of individuals whose authentic voices and lived experiences brought new dimension to the brand’s identity. I partnered with internal teams and external agencies to craft messaging, curate visual execution and select vendor partners, with heavy involvement in the logistics and production of serval large scale shoots. I also oversaw all product photography to ensure visual consistency across every touchpoint. Since launch, the campaign has sparked meaningful engagement from both consumers and healthcare providers, earning widespread praise and reinforcing the brand’s modern relevance.

Spearheaded the creative strategy and production for this annual brand tentpole, transforming it into a culturally resonant, high-conversion campaign. In 2022, I originated the idea to turn the iconic BOTOX® Cosmetic vial gold—symbolizing celebration and exclusivity—which became the visual centerpiece of a full-scale product and CGI shoot. I directed this shoot to deliver versatile, evergreen assets that are still in use three years later across paid, social, and e-commerce. I oversaw all campaign art direction, influencer activations, and platform creative across Allē, Meta, and YouTube, incorporating interactive and AR elements to expand reach. The campaign consistently drove record-breaking gift card sales and traffic while reinforcing the brand’s leadership and emotional resonance in the aesthetics space.

Oversaw the concept “12 Days of Botox Cosmetic” initiative. Led content strategy, and production of this annual digital-first promotion designed to drive engagement and loyalty. Each year, I developed festive, on-brand creative across Instagram, YouTube, and landing pages, with interactive daily giveaways encouraging follows, tags, and shares. I oversaw casting, art direction, and scriptwriting for surprise-and-delight video content, featuring diverse patients and influencers. Since its inception in 2020, the campaign has become a key driver of social growth—gaining over 22,000 YouTube subscribers and thousands of Instagram followers year over year—while reinforcing the brand’s celebratory, consumer-first voice during a competitive season.

Led the creative vision, art direction, and execution of a multi-channel initiative celebrating patient loyalty and brand legacy. I developed a timeless, elevated visual identity and oversaw set design that blended clinical elegance with lifestyle warmth. Working closely with production teams, I directed shoots featuring real patients and providers across photo, video, and social content. I shaped scripts around personal narratives and milestones, casting a diverse range of voices to reflect 20 years of confidence and empowerment. The campaign drove a 22% lift in engagement and reactivated loyalty members, reinforcing BOTOX Cosmetic’s leadership in aesthetic medicine.

Contributed to the BOTOX® Cosmetic and I Fund Women initiative by leading creative development across video concepts, style guide creation, and execution of social and YouTube assets. I guided a cross-functional team to bring the campaign to life with a clear, empowering visual language that highlighted real stories from women entrepreneurs—underscoring both their resilience and the systemic challenges they face, such as underfunding, limited access to capital, and lack of visibility. Through this initiative, BOTOX® Cosmetic committed substantial support to women-owned businesses, reinforcing its investment in confidence not just through aesthetics, but through community impact and economic empowerment.

Led a cross-functional creative team—designers, video editors, and copywriters—in developing dynamic, data-informed content across key social platforms including Instagram, Facebook, YouTube, and TikTok. Focused on driving education, engagement, and conversion, our work resonated with both early considerers and loyal users, consistently outperforming competitors and platform benchmarks and contributing to year-over-year increases in treatment bookings. I supported major tentpole campaigns with strategic, social-first creative rooted in performance insights and engagement data, while also spearheading unique UGC-inspired content that showcased real stories and fostered authentic connection. I stayed closely attuned to industry trends and the ever-evolving social media landscape, partnering directly with Meta and Google to gain consumer insights and adapt our content strategies in real time. This approach strengthened brand relevance, boosted follower growth, and drove sustained engagement and conversion across platforms.

Directed and developed all in-house product photography by collaborating closely with cross-functional partners to identify content needs driven by brand performance, seasonal priorities, and platform demands. I led the end-to-end process—from concept development and visual strategy to photographer selection, production planning, and on-set art direction for both still and motion assets. Over the past seven years, I have produced and directed 15 comprehensive shoots, building and sustaining the brand’s sole product image library. This dynamic, high-quality asset collection continues to serve as a flexible foundation for teams across digital, print, tech, PR, consumer, and B2B marketing, enabling consistent and elevated brand storytelling at every touchpoint.