Overview

Led the creative strategy and execution of NetSPI’s performance-driven paid media campaigns, designed to generate high-quality leads while building brand recognition in a competitive cybersecurity landscape. Campaigns were built as modular creative systems, with assets optimized for scale across LinkedIn, Google Display, and niche industry platforms—balancing bold brand expression with conversion-focused messaging.

My Role

As Creative Director, I owned end-to-end execution across concept, copy, design, and production for static, animated, and short-form video ad creative. I partnered closely with Demand Generation to align visuals and messaging to campaign goals, personas, and performance data. I also led creative testing and iteration strategies, using in-market results to optimize engagement, efficiency, and ROI across placements.

Challenge & Objective

Cybersecurity advertising often blends together—overly technical, visually dated, or driven by fear-based messaging. Our challenge was to cut through the noise with creative that felt confident, brand-forward, and human, while still performing. Objectives included driving demo requests, resource downloads, and awareness for key offerings such as Attack Surface Management and AI Security, alongside increased brand awareness following the NetSPI rebrand.

Strategic Approach

I developed a modular ad system that allowed one campaign concept to scale into multiple executions across channels, audiences, and formats. Each campaign was anchored by a core hook (e.g., “Think Like an Attacker”) and adapted for distinct buyer personas and placements. Working closely with marketing partners—or acting as the copywriter myself—I A/B tested headlines, CTAs, and value propositions to improve performance while maintaining a consistent brand voice.

Creative Highlights

• Performance-driven static, motion, and short-form video ads spanning awareness through conversion

• Modular creative designed to scale across placements and targeting groups

• Visual alignment with NetSPI’s rebrand to strengthen recall and trust

• Animated HTML5 units, dark-mode variants, and mobile-first vertical formats

• LinkedIn lead gen ads built around real cybersecurity pain points to drive clicks and conversions

Results & Impact

Campaigns drove measurable increases in demo conversions and content engagement, with several assets outperforming industry benchmarks. The modular creative system remains in active use today, continuing to support new paid and organic campaigns while enabling faster iteration and consistent performance at scale.