Notable Highlight
Developed high-performing direct-response creative strategies across DTC industries including beauty, wellness, fashion, and consumer products over 5+ years.
Experience Summary
Morgan Lindsay is a Senior Creative Strategist with 5+ years of experience developing direct-response creative strategies for DTC brands across beauty, wellness, fashion, home goods, lifestyle, and consumer product industries. Her background focuses heavily on paid social creative for Meta and TikTok, combining research, customer psychology, creative testing, creator sourcing, performance analysis, and UGC-driven advertising. She has worked with consumer brands including Towel Clean, Aroma360, Brown Girl Jane, Nulo, and other ecommerce-focused businesses, creating performance-driven creative systems designed to improve acquisition, engagement, and conversion metrics. Her work spans the entire creative lifecycle, from customer research and competitor analysis through concept development, creator management, briefing, testing, optimization, and performance reporting. Morgan employed a research-first methodology, leveraging customer reviews, competitor research, emotional triggers, and consumer pain points to develop high-performing creative concepts. She demonstrated particular expertise in identifying opportunities through review mining, market research, and ad-library analysis before translating findings into scalable creative frameworks. Her experience included operating in high-volume agency environments where she managed multiple brands and large creative production demands. She maintained a standard workload of approximately 24 net-new ads per week while also producing significantly higher volumes when required. Her optimization process focused heavily on diagnosing performance bottlenecks through metrics such as hook rate, hold rate, click-through rate, and engagement signals to iterate quickly and systematically. In addition to strategy development, Morgan worked closely with creators, editors, founders, paid media teams, project managers, and marketing stakeholders. She sourced creators, managed outreach, reviewed creator content, developed briefs, and coordinated cross-functional execution to align creative concepts with business goals. Beyond her agency work, she is developing Third Place Library, a community-focused literary initiative in Puerto Rico centered around book clubs, curated recommendations, and literacy programs.
Key Achievements
* Developed high-performing direct-response creative strategies across DTC industries including beauty, wellness, fashion, and consumer products over 5+ years. * Managed high-volume creative production environments for multiple brands, implementing structured testing and optimization processes based on performance data. * Built research-driven creative systems leveraging customer reviews, competitor analysis, emotional triggers, and consumer insights to improve campaign performance. * Collaborated with creators, founders, editors, paid media teams, and project managers to deliver scalable Meta and TikTok creative campaigns across multiple international markets.
Skills
Work Experience
Senior Creative Strategist
HMA · March 2026 – May 2026
- Own creative performance across paid social campaigns, driving scalable growth through data-backed UGC, static, and video ad strategies.
- Translate campaign data into actionable insights, optimizing creative direction to improve ROAS, engagement, and conversion rates.
- Systemize creative iteration by developing high-volume testing frameworks that expand winning concepts into multiple high-performing variations.
- Partner with cross-functional teams to execute and refine performance-driven creative aligned with client KPIs and brand positioning.
- Oversee multiple client accounts, balancing creative direction, performance optimization, and strategic growth initiatives.
Creative Strategist
Col. · August 2025 – February 2026
- Led the ideation and development of creative concepts for UGC video ads across Facebook, Instagram, TikTok, and other social platforms.
- Studied trends, customer behavior, and competitor ads weekly to uncover high-performing creative angles and messaging.
- Wrote persuasive ad scripts tailored to brand voice, product positioning, and customer pain points.
- Directed and collaborated with video editors, graphic designers, creators, and partnership coordinators to bring campaigns to life.
- Stayed up-to-date with TikTok trends, algorithm changes, and emerging social media behaviors to inform campaign strategy.
- Developed performance-driven hooks and creative frameworks optimized for paid social conversion goals.
- Assisted in creative testing initiatives by generating multiple variations of winning concepts for scalability.
- Conducted competitor and market research to identify opportunities for differentiation and audience engagement.
- Helped translate performance data into actionable creative insights for future campaigns.
Creative Director & Strategist
UF · October 2024 – November 2025
- Developed cutting-edge ad content strategies, infusing them with the latest trends and creative copy leveraging AI automations.
- Led weekly client kickoff calls to shape UGC campaigns that capture the essence of client objectives.
- Reviewed and provided detailed feedback on creator content, ensuring alignment with client vision.
- Worked closely with the video editing team and project managers to transform creator content into compelling ad variations.
- Kept current with TikTok's evolving landscape, gathering insights from top creators and DTC brands to inform strategies.
UGC Creator
SE · May 2024 – Present
- Produce high-converting short-form videos for paid and organic social campaigns.
- Create concepts, script, film, and edit full-funnel UGC ads for DTC and lifestyle brands.
- Collaborate with paid media teams to test and optimize creative, improving CTR and lowering CPA.
- Manage multiple client campaigns simultaneously while meeting tight deadlines.
- Edit videos using modern tools (CapCut, Premiere Pro, etc.).
Founder, Licensed Esthetician & Cosmetic Tattoo Artist
ZB · March 2020 – April 2024
- Founded and operated a full-service beauty studio from the ground up at 20 years old during the COVID-19 pandemic.
- Specialized in lash extensions, brow design, and cosmetic tattooing while maintaining a high-quality, personalized client experience.
- Managed all business operations including scheduling, client relations, inventory management, finances, and day-to-day studio operations.
- Built and executed brand strategy across social media platforms to increase brand awareness, client retention, and customer acquisition.
- Developed and maintained a loyal client base through community engagement, referrals, and digital marketing strategies.
- Educated aspiring beauty professionals and industry artists through mentorship, training, and beauty education content.
- Designed educational resources and guided students on technique development, branding, and business growth within the beauty industry.
- Launched and managed a beauty product line, overseeing branding, product development, marketing, and e-commerce initiatives.
- Handled customer service, consultations, and personalized treatment planning to ensure client satisfaction and long-term retention.
- Utilized social media platforms, content creation, and influencer-style marketing to organically grow the business and online presence.
- Developed strong skills in entrepreneurship, creative direction, branding, marketing strategy, and client experience management.
Founder, Creative Director & Creative Strategist
MD · April 2020 – Present
- Manage and mentor talent for the UGC department.
- Oversee client success, brief creation, internal creator roster, production, and delivery of ads in partnership with the video editing team.
- Analyze and report on content performance to optimize future campaigns and inform business strategy.
- Lead automation initiatives using platforms like ChatGPT and Claude to eliminate repetitive, manual work.
- Build and deploy end-to-end workflows that span tools like Google Sheets, Slack, email, and custom databases—triggered by structured inputs or AI-generated outputs.
- Ship briefs and content within days, not months.
- Stay up-to-date with the latest trends, frameworks, tools, and developments in UGC marketing.
Founder & Head of Community
TTPL · April 2026 – Present
- Founded and curated TTPL, a community-centered literary social club focused on offline connection through books, conversation, and curated gatherings.
- Conceptualized and organized intimate literary events including book swaps, silent reading/writing sessions, children's reading gatherings, and community book drives.
- Built and curated a traveling pop-up retail experience featuring new and used books, literary lifestyle goods, journals, conversation cards, and reader-focused merchandise.
- Developed and managed a recurring snail mail/mini-zine club featuring curated book and film recommendations, original written content, creative prompts, and collectible print materials.
- Led creative direction and brand development across community programming, event concepts, visual identity, social storytelling, and audience engagement.
- Cultivated an engaged reader community through thoughtful content, experiential marketing, and relationship-driven event programming.
- Designed and executed multi-format literary experiences that blended storytelling, creative culture, and community-building both in-person and online.
Personal Creative Strategist to Kelly Rocklein
UPRSGP · February 2026 – Present
- Developed UGC content concepts, hooks, and scripts based on competitor research, trends, and performance-driven frameworks.
- Translated brand messaging into high-converting, natural content optimized for short-form platforms.
- Supported ongoing content systems by ideating, structuring, and preparing scripts for consistent posting across Kelly's brands.
- Conducted market and competitor research to identify emerging trends, viral content styles, and audience behavior.
- Crafted organic-style ad concepts designed to increase engagement, watch time, and conversions.
- Collaborated closely with the founder to align content direction with brand voice, audience goals, and campaign objectives.
- Developed creative testing angles and hook variations to support performance marketing initiatives.