Creative Testing & Scalability

For Okta

At Okta, I partnered with performance marketing and growth teams to transform creative from one off campaign output into a scalable testing engine. As Creative Director, I led the development of a structured creative testing framework designed to connect narrative strategy with measurable business impact across paid media channels.

When I joined, performance creative was being produced quickly but without a consistent system for testing, iteration, or shared learning. Messaging varied widely and production scalability was limited. We needed a way to increase output without sacrificing craft, test messaging systematically, connect brand narrative with performance data, and build repeatable infrastructure for experimentation.

Working closely with my creative team and cross functional growth partners, we established a creative testing framework that defined variables, hypotheses, and measurement standards for ongoing experimentation. Our art director designed a modular Figma toolkit that enabled rapid asset production and versioning at scale while maintaining brand and voice consistency. We also introduced recurring growth insights reviews that connected creative, brand, and paid media teams, creating a continuous feedback loop between storytelling and performance.

This work significantly increased production scalability, improved consistency across channels, and generated measurable gains in paid media effectiveness through clarity driven messaging. More importantly, it shifted the organization’s perception of creative from campaign support to performance driver, embedding experimentation and learning into the creative process itself.