Client: Marin Software
Role: Art Director/Graphic Designer (sole designer on a 5-person flat team)
Tools: Photoshop, Illustrator, After Effects, Figma
Timeline: Ongoing across multiple campaigns (2022–2025)
I led the creative direction and production of Marin Software’s paid social campaigns across LinkedIn, Meta, and Instagram. The work supported both product marketing and brand awareness goals, delivering high-impact visuals designed for conversion and aligned with Marin’s refreshed brand identity.
Marin’s paid social campaigns were underperforming. Ad visuals were inconsistent with the updated brand system, messaging was overly text-heavy, and creative lacked a strategic testing process. As a result, click-through rates were flat and engagement was low.
Develop a cohesive, conversion-focused paid social creative suite that:
Research & Insights
Analyzed campaign analytics to identify creative and message drop-off points. Reviewed top-performing ads from competitors to understand platform-specific engagement tactics.
Creative Strategy
Built a visual framework adaptable across ad types (single image, carousel, motion) using Marin’s updated typography, color palette, and iconography. Ensured creative aligned with both the website redesign and broader brand rollout.
Asset Production
Produced multiple creative variations per campaign for testing. Balanced clean, benefit-driven layouts with eye-catching graphics and product visuals.
Testing & Optimization
Collaborated with marketing to monitor performance and quickly replace underperforming creatives. Adjusted color contrast, headline hierarchy, and imagery focus based on A/B test results.
A scalable library of paid social assets, organized by campaign objective (awareness, consideration, conversion) and optimized for each platform’s specs. The system allowed for faster campaign launches and ensured consistent branding across all paid channels.
