I bridge the gap between creative storytelling and performance data.

At Wix, I built the global UGC program from the ground up — briefing creators and shaping the creative that became the brand's best-performing ads. UGC led on every metric that matters: highest hook rate, strongest watch time, lowest cost per acquisition, and the most efficient spend at scale.

I've spent five years making videos that move people — across formats, budgets, and briefs. Creator-native content that feels real. Product videos that lead with value. Presenter formats that build trust. User stories that make you feel something. Different formats, same goal: make people fall in love with the brand.