I bridge the gap between creative storytelling and performance data.

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

Five years of 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.