Mailchimp was testing creative inside Meta’s Sandbox, using A/B testing to better understand what actually performs in paid social and how small visual choices can shift results at scale. I was brought in to build and evolve creative specifically for testing, learning what worked in feed, applying those learnings quickly, and keeping the work fresh enough to avoid ad fatigue. I produced multiple creative directions built around controlled variables like color palette, imagery, layout, and pacing, with each round of results directly informing the next. Strong performers were pushed further, weaker ideas were reworked or cut, and instead of one off ads, I built a flexible system of assets that could rotate, refresh, and adapt as insights came in. The work ultimately became a performance informed suite of creative that stayed visually consistent while continuously improving in feed, helping Mailchimp move faster, learn smarter, and maintain momentum over time.
