Performance Systems: Scaling the Hook on Meta
For years, the "Hiring?" system I evolved has remained ZipRecruiter's top-performing control on Meta. As our primary channel for employer acquisition, Meta requires a delicate balance: building enough curiosity to capture a recruiter's attention without over-explaining the product. I lead the creative strategy to keep this hook fresh through high-fidelity motion and scalable AI-driven systems.
Refreshing the Control with AI
The Brief To fight creative fatigue, I pioneered an AI-assisted workflow that generated 50+ unique variations across 10 industries in a single production cycle.
Scale: Increased creative volume by 5x without increasing manual production overhead.
Process: Each asset went through manual refinement in Photoshop, including logo placement, compositing, and crop optimization per placement, ensuring brand accuracy and platform-ready polish.
Performance: AI-generated assets outperformed non-AI formats on CPM across free trial conversions, averaging under $10 versus $10-15 for traditional production.
Round 2: Expanding the System
The brief asked for new industry extensions. I delivered those, then pushed further, developing a new creative territory built around visual mismatch and the "Find the right match" platform line. Both territories are currently in market.
The Performance Benchmark
Before AI, performance was anchored by high-contrast industry assets, raw photography, "Hiring?" front and center, nothing else. These became the baseline every new test is measured against.
Modular Seasonal Systems
I built a modular motion system that let us deploy seasonal creative in a matter of hours, from 3D snow globes to marquee lighting.
Strategic Wins
Earth Day: Outperformed standard controls and stayed in rotation for months past the event.
Pride: Drove high engagement and share velocity, with algorithm amplification driving a surge in sign-ups.
