Heather Elsner / Angelcare Group /

Portfolio Digital

Performance Creative

Role: Acting Creative Director – Owned the full concept-to-delivery process for the entire portfolio. Led a cross-functional team of copywriters, designers, and editors, and partnered with agency leadership to pitch annual campaigns in-person to the client.

Client: Angelcare Group / The Genie Family
Markets: USA, Canada, Mexico
Channels: Paid social, programmatic display (TTD) PMAX, UGC, copywriting and scripting

Manage the creative strategy for a multi-category portfolio. Ensure brand consistency across product/brand verticals while tailoring creative to audience segments. Create ongoing evergreen content for upper- and mid-funnel shoppers across platforms. Remain relevant and keep creative “fresh” to avoid creative fatigue. Steer clear of potty humor and elevate the messaging.
Work hand-in-hand with media team to rotate creative based on evolving products and shifting budgets and ad spend. Stay engaged with account director and client to understand product priorities. Use high-end lifestyle imagery of animals and babies with products in-use. Focus messaging more on features and benefits, rather than the usual problem + solution. Where possible, use clever, subtle humor with relatable storylines. Create a templated, modular system for the Genie brand portfolio to allow for rapid iteration and testing.