"The RP team is a true collaborative engine; they truly feel like they are a part of our team." —Didier Bizimungu, Head of Performance SMB, Reddit
Led Creative Strategy and Copy across Reddit's five-channel paid acquisition program, helping turn fragmented campaigns into a unified growth engine as part of the Right Percent team.
Challenge
Reddit's SMB Growth Marketing team ran paid acquisition across five channels—Google, LinkedIn, Meta, Microsoft, and Reddit Ads—each with its own metrics and creative tested in isolation. Rising acquisition costs and no unified view of which leads converted into active advertisers made scaling difficult.
Strategic Approach
Over 18 months, I worked within Right Side Up's team to re-architect Reddit's cross-channel program: building a unified messaging framework with a disciplined weekly creative refresh cadence. A "fake social proof" ad concept drove 20-30% higher CTR by leaning into Reddit's community-driven trust.
Key Innovation
Clear channel delineation let each platform do what it does best: Google drove high-intent search leads, LinkedIn nurtured and educated, Meta expanded reach, and Reddit's own SMB placements validated prospects. Reddit doubled media spend without losing efficiency.
Business Impact
Paid media spend: ~2x
Qualified leads (MQLs): ~+80%
Cost per lead: ~-20 to -25%
Lead-to-advertiser activation rate: ~+30%
Total activations: ~+70%
Click-through rate: ~+25%
Services
Creative Direction
Creative Strategy
Copy
Client
Completed
2025 - Present
