Creative strategist & content lead based in Los Angeles.

Intro

Hey, I’m Rob! I have over a decade of experience driving content strategy and integrated growth campaigns for B2B and DTC companies, SaaS tech startups, small businesses, social media influencers, and industry-leading brands. I draw on my foundation as a multidisciplinary artist to create impactful narratives in visual media and copy.

Work

I’m a hands-on creative who leads cross-functional teams and designs performance-driven content across web, social, email, lifecycle marketing, and paid search. My approach is grounded in technical expertise, with a focus on SEO/SEM, CRO, and analytics-informed optimization. I leverage strong literary craft, precise visual sensibilities, end-to-end production experience, and AI-enabled workflows to streamline internal creative systems and drive campaign storytelling. Through skillful project management alongside creative teams and scalable content operations, I deliver cohesive, high-impact messaging that strengthens brand presence, increases engagement, and improves conversion outcomes for businesses.

Clients

OPUS Beauty, Hanifa, Cupshe, Fashion To Figure, Fashion Nova, Eye Candy Los Angeles, Tambutto Atelier, Christian Stroble Studios, Tabria Majors, Majors Productions, JACK Studios NYC, Keller Williams DTLA, Peace Yoga Gallery, PatientPop, Tebra.

OPUS Beauty

Website UX, Content & SEO

Challenge: OPUS Beauty needed a redesigned UX to elevate work for its large artist roster and new landing pages to highlight its expansion into European markets for hair, makeup, styling, and costuming.

Approach: Curated an extensive library of 500+ archival images, created digital assets optimized for web and mobile responsiveness, built and edited key pages in the CMS, and implemented on-page SEO. Aligned with key stakeholders for scalable content operations and publishing.

Outcome: A more persuasive digital showroom, intuitive page navigation, and keyword-targeted expansion page. New pages improved hyperlocal targeting, supporting new client acquisition and artist bookings.

A black and white photograph of a woman wearing an elaborate, sparkling outfit with a headdress, arm cuffs, and goggles made of numerous rhinestones or crystals. Overlaid text in bold yellow says "ARTISTS DEFINING CULTURE."

Collage of five women with diverse hair styles and fashion, featuring accessories and expressive poses.

Eye Candy LA

Integrated Campaign (jewelry)

Challenge: Eye Candy Los Angeles needed a digital campaign for its jewelry line implemented across web, social, paid ads, and e-commerce channels. Production had to be efficient with coherent creative across touchpoints to drive meaningful customer conversion above baseline metrics.

Approach: Led creative direction, from concept to shot planning to photography. Managed end-to-end campaign production, including talent booking, location scouting, scheduling, and stakeholder buy-in. Translated campaign assets into social-first creative and omnichannel e-commerce deliverables (web banners, PDP, and paid ad variants) built for performance.

Outcome: A unified campaign that elevated the brand’s jewelry storytelling across channels and supported rapid iteration of multi-channel assets. The campaign increased awareness and purchase intent across web, social, and ads, with web conversion rate moving from 0.45% to over 2.2%.

Side-by-side portrait photos of two women with dark hair and earrings. The woman on the left has wavy hair, wearing a beige top and jewelry, with an outdoor background. The woman on the right has straight hair, wearing a navy top and gold earrings, with a neutral background.

Side-by-side portraits of women wearing jewelry. The woman on the left has dark hair, a colorful gemstone necklace, and matching earrings, smiling and looking upward. The woman on the right has dark brown hair, gold hoop earrings with black swirls, and a light-colored sleeveless top, with closed eyes and a content expression.

Two women outdoors, one on the left in a black dress with jewelry and the other on the right in a blue dress with a necklace, both with styled hair and a blue sky background.

Eye Candy LA

Integrated Campaign (accessories)

Challenge: Eye Candy Los Angeles launched a cross-body phone accessories line (50+ SKUs) and needed a fast, performance-focused go-to-market plan to build awareness, generate demand, and convert first-time buyers.

Approach: Led creative strategy from ideation to launch. Developed product storytelling, produced creative assets, and built e-commerce surfaces (landing pages and PDPs). Collaborated cross-functionally to create paid social variants, ran A/B testing, optimized CTAs, and supported the rollout with lifecycle creative.

Outcome: A scalable, launch-ready play that established a new product category with coherent messaging, supporting multiple funnel stages. Enabled ongoing iteration via a strong content foundation, data-driven testing, performance reporting, and CRO updates.

Two women wearing sleeveless tops and holding smartphones with beaded strap accessories, one in beige and the other in black.

A woman holding a smartphone with a purple scarf attached as a phone strap, wearing a sleeveless beige top, and another view showing the phone strap hanging from her waist attached to her phone, with a black top and black leggings.

Two women, one on the left wearing a sleeveless beige top and holding a smartphone with a chunky beaded necklace, and the other on the right wearing a strapless beige top, talking on a cordless phone with a black chain necklace.

C.S. Studios

Webpage Build & Digital Assets

Challenge: A celebrity stylist needed a dedicated, high-impact web page to spotlight music-industry styling work, built to feel premium, be responsive, and guide viewers through a clear visual narrative.

Approach: Designed page information architecture and layout, curated and sequenced the image archive into a cohesive story, and produced optimized assets (selects, compression/sizing, and properly formatted exports). Created motion micro-content (GIFs), integrated embedded video, and published the page in the CMS with SEO performance in mind.

Outcome: A dedicated, performance-optimized portfolio page that sharpens the stylist’s positioning in music and improves the browsing experience through responsive design, motion accents, and clean visual sequencing, strengthening client pitching and inbound discovery.

A man in black sitting on a stool in a dimly lit room with a modern, circular wooden wall design, flanked by two similar chairs.

Black and white photo of a male singer wearing a cowboy hat and leather jacket, holding a microphone close to his mouth, performing on stage.

A man with sunglasses singing and playing a microphone on a stage with a metal wall background, illuminated by a neon sign behind him.

Social Media

Art Direction & Photography

Challenge: Content creators and brands need social imagery with strong direction and attention to narrative craft. Social content needs to be produced efficiently and translate easily across formats and platforms.

Approach: Led social-first creative direction from concept to delivery, building moodboards and shot lists, scouting locations, directing talent, collaborating with creators, and producing photography. Handled post-production retouching and grading, then formatted and delivered assets for use on creator feeds and stories. Focused on visual world-building and cohesive storytelling.

Outcome: A versatile, social-ready body of work that strengthens brand identity, supports creator partnerships, and delivers repeatable visual systems. Maintained high craft, fast execution, and consistent narrative across platforms.

Young person with short hair and earrings, wearing rings and jewelry, holding their head with hands, looking through an oval-shaped finger frame, indoor setting with blurred background.

A young man with blonde curly hair standing on a rooftop in an urban area, wearing a gray Princeton football T-shirt and blue jeans, with city skyscrapers in the background.

A woman with dark curly hair and colorful makeup, wearing a green glittery top with white stripes, a silver choker, and bold lipstick, standing against a white wall.

A young person with a buzz cut sitting on a rooftop with a city skyline in the background. They are wearing a black mesh shirt, black pants, and black shoes, with one hand in their hair and eyes closed.

A shirtless young man with tattoos on his right arm, wearing black shorts and white sneakers, in a push-up position on a blue indoor sports court with white lines.

A young man with a beard and earrings poses with his arm over his head, wearing a layered hoodie with graffiti-style art, and sitting on a concrete ledge with greenery in the background.

Majors Prod.

Production, Sound & Video Editing

Challenge: Multiple projects needed tight production, project management, and creative execution to deliver on several premiere-style launches and coordinated social rollouts.

Approach: Supported pre-production needs, assisting line producing and logistics (vendor coordination, equipment rentals, and prop sourcing). Managed on-set coordination, including talent needs, set design, and director support. Captured BTS, then owned key post-production workflows (photo editing, video editing, and sound editing).

Outcome: Multiple social launches over three consecutive years with in-person premieres and massive reach/engagement. Beylloween specifically achieved 4.2M+ plays, 50K+ likes on Instagram, and 374K+ plays on YouTube. Collaborated with project managers and creative teams from concept to delivery.

About

Outside of work, I maintain a dedicated writing practice and am currently assembling a collection of poetry. I’m drawn to Eastern and Western philosophy, cosmologies across cultures and time, myth, and collective archetypes—notably narrative arcs like the hero’s journey, and symbolic frameworks like tarot and astrology. I’m also an avid meditator, yogi, dancer, and mental health advocate. My current creative rabbit hole is a deep dive into an old love of mine: house music. I find it beautiful that dance music, especially in BIPOC and queer spaces, has long been a force for community building and collective healing in dark and uncertain times. Movement is our medicine.

Resume

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Creative strategist & content lead based in Los Angeles.

OPUS Beauty

Website UX, Content & SEO

Eye Candy LA

Integrated Campaign (jewelry)

Eye Candy LA

Integrated Campaign (accessories)

C.S. Studios

Webpage Build & Digital Assets

Social Media

Art Direction & Photography

Majors Prod.

Production, Sound & Video Editing

Let’s connect!