INSTACART
Paid Social
Organic Social
App Store Optimization
Photoshoot Art Direction
Campaign Creation
Google, UAC & Display Ads
Growth Strategy
As the Art Director of Growth Marketing at Instacart, I drive the creative vision behind paid marketing efforts, overseeing both static and video content to craft compelling visual storytelling that captivates our customer base. Leading the creative direction across social media and growth marketing, I develop innovative content strategies that maximize engagement and expand our audience reach.
My role extends beyond paid initiatives; I collaborate closely with marketers and brand teams to produce standout creative for paid marketing campaigns, organic social posts, and OTT video content, ensuring a cohesive brand presence across every marketing touchpoint. I also work on App Store optimization, art direct photo shoots, and storyboard video assets, combining creative insight with strategic execution to enhance Instacart’s digital footprint.
My extensive work across both organic and paid channels positions me as a versatile creative leader, committed to driving impactful brand growth and engagement.
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
Midweek Campaign
This campaign was created to highlight the ease of midweek ordering. From conception, the goal was to develop a relatable snapshot of what ordering during the work week would be like. You can see a portion of the plan for the photoshoot as well as the campaign execution afterward.
The ChampionChip
Organic Social
Success in organic social media is never guaranteed—trends move quickly, and what works today may not resonate tomorrow. A single viral video doesn’t sustain long-term growth; instead, brands must continuously evolve their content strategy to engage both their current audience and the new audiences they want to attract.
At Instacart, I led an initiative to strategically expand our content by tapping into niche subcultures that aligned with our brand while also reaching new communities. After extensive research, we identified three key content verticals:
@Hermann takes a scientific approach to cooking, using chemistry and smart techniques to create globally inspired dishes.
@TriggTube & @ElenaBesser speak directly to our core audience, offering practical grocery and kitchen tips to maximize the value of every Instacart order.
@LouisGCooks brings high-energy, trendsetting food content to life, crafting over-the-top dishes designed to entertain and inspire.
By collaborating with creators who already have authority in these spaces, we positioned Instacart as a contributor to food culture rather than just another brand fighting for attention. This approach not only deepened engagement but also expanded our reach, building authentic connections with new audiences while reinforcing trust with our existing community.
@Hermann
@TrigGTUBE
@Elenabesser
@Louisgcooks
Beyond creator partnerships, I also led Instacart’s organic social workstream, overseeing content strategy and execution across Instagram, Meta, X, TikTok, Threads, and Pinterest. I developed a framework built on four key pillars—seasonal moments, evergreen & promotional content, and 'Of-the-Internet' trends—to keep our brand culturally relevant and engaging. Collaborating cross-functionally with CPG, Brand, and Marketing teams, I ensured our content aligned with business goals while leveraging social listening and performance insights to optimize reach and engagement. Additionally, I managed influencer partnerships, crafting strategic briefs that ensured cohesive, high-impact content across platforms.
Los Angeles 2025 Fire Relief
This campaign was created to support the Los Angeles community effected by the Palisades and Eaton Fire. Utilizing Instacart, users could donate much-needed supplies and essentials to families and schools. In the first 72 hours we were able to facilitate 32,000 items donated.
The driving force for this photoshoot was to humanize shopper for users, and show off the expertise and care they bring to shopping and delivering orders. We utilized real shoppers while shopping an order and the personal connection to users when ordering, allowing each shoppers personality to shine through in a snapshot of their daily life.
Real Shoppers 2023
App store
One of the projects I am most proud of while being at Instacart has been my work to increase performance of the App store listing on both a paid and organic level. I performed an audit of delivery apps as well as other industry leading apps on the app store to figure out what elements were really going to help boost performance and draw in consumers. The screenshots that I created after that audit, shown below, drove both an increase in first time downloads and conversion rate.
This set was the first time we saw a positive uplift in performance on the App store and has set the stage for many other iterative tests to continue to learn how we can see improved performance.
After performing many tests, including where value propositions were shown, the amount of UI, Imagery and more, we updated the evergreen Organic set again. This time we including more features, simplified the backgrounds to let the UI really shine, and saw a statistically significant improvement in the App Store placement once again. This screenshot set achieve a significant lift (o.8%-11%) on the Google Play store.
Seasonal tests performed on both Apple and Google Play App Stores
This is the second refresh of Instacart’s App store video that I Art Directed and designed with gained a significant lift (1.75%) in user engagement.
Lessons in Chemistry
In collaboration with the Apple TV team, we built out a holistic campaign surrounding the new series Lessons in Chemistry’s launch.
As a part of this collaboration, we built out an in app brand page for the series that housed custom recipe cards and ingredients needed for the various recipes.
In addition to those brand pages, we also created shoppable recipes that customers could visit for instructions and to purchase all of the ingredients with one click.
Desktop App
Mobile App
app store
Recipe Page
Klarna partnership
As a part of launching Instacart and Klarna’s co-marketing efforts to encourage consumers to utilize Klarna when ordering on Instacart, I was tasked with the project of creating a conversion spot that would run on OTT and OLV. The Goal of these videos was to make clear the ease of ordering with Klarna while also speaking to the usefulness of ordering through Instacart as a whole. We focused in on showing the UX journey mixed in with the signature Instacart imagery in order to help people visualize how using both products would fit into their lives.