Emillene T.
Creative Strategist
Compare at US rates $15,000/mo?
AI Experience
Notable Highlight
Led creative strategy for DTC health and beauty brands across Meta, YouTube, and TikTok, turning performance insights into high-converting ad concepts and scaling campaigns through systematic testing. Works hands-on with VS Code and Claude - the AI Experience section above has the examples.
Experience Summary
Emillene is a Creative Strategist and Creative Director with extensive experience across creative strategy, copywriting, advertising, UGC, and content production. She began her career in copywriting and transitioned into full creative direction and strategy around 2018-2019, developing strong expertise in creative ideation, consumer research, messaging, content development, and performance-driven advertising. She currently works as a Creative Strategist at OB, where she leads creative strategy for DTC health, wellness, beauty, haircare, and supplement brands across Meta, YouTube, and TikTok. She scaled Meta advertising from zero to approximately $250K-$300K in monthly ad spend, using performance data to develop and iterate winning concepts. She also manages a UGC creator network and develops scripts based on trending hooks. Previously, as Creative Director at CW, she worked primarily with Asia-Pacific clients on Douyin, managing Douyin Shops and UGC campaigns and scripting content word-for-word for creators. She confirms that her Douyin Shop experience is directly transferable to TikTok Shop.
Key Achievements
- Scaled a Meta advertising program from zero to approximately $250K-$300K in monthly ad spend for a DTC brand.
- Achieved a 35% creative win rate at OB.
Maintained approximately 2.5 ROAS and 3% CTR on tracked creative performance.
- Developed creative winners with a minimum of $500 in ad spend used to validate performance.
- Managed Douyin Shops and UGC campaigns for Asia-Pacific clients, including scripting creator content word-for-word.
- Built and managed UGC creator workflows, adapting her approach between detailed scripts for Chinese creators and talking points/coaching for Western creators.
- Delivers creative assets twice weekly and participates in monthly content planning meetings with clients.
- Developed an AI-assisted creative workflow using Claude and VS Code as a foundation for producing creative concepts at scale.
Skills
Brings hands-on experience across Creative strategy, TikTok Shop / Douyin Shop, UGC strategy and content development, UGC creator management, Creative direction and Direct-response advertising. Also works across:
- Copywriting and editing
- Scriptwriting and hooks
- Consumer
- competitor
- market research
- Creative testing and iteration
- Performance-driven creative
- Social media advertising
- Client communication and presentations
- Creative briefing and production management
- Meta
- TikTok
- Douyin
- YouTube
- Facebook Ads Manager
- Kalodata
- AdSpy
- Atreya
- Motion
- Claude
- VS Code
- Monday
Adobe Creative Suite:
- Photoshop
- InDesign
- Illustrator
- After Effects
- Premiere Pro
- Final Cut Pro
- Figma
Industries:
- DTC
- E-commerce
- Health
- Wellness
- Beauty
- Haircare
- Supplements
- Advertising
- Digital Marketing
Work Experience
Creative Strategist
OB · Jan 2025 - Present
- Lead creative strategy for a portfolio of direct-to-consumer health, wellness, and beauty brands, developing high-converting advertising concepts across Meta, YouTube, and TikTok.
- Conduct in-depth consumer, competitor, and market research to uncover winning messaging angles, hooks, and creative opportunities.
- Translate performance insights into data-driven iterations, optimizing campaigns based on metrics such as CTR, CVR, CPA, and ROAS.
- Collaborate cross-functionally with media buyers, CRO specialists, copywriters, editors, designers, and content creators to produce scroll-stopping ads, landing pages, and funnel assets that drive profitable growth.
- Own the creative briefing process, guiding production teams from ideation through execution while supporting product launches and scaling winning campaigns through systematic testing and continuous optimization.
Creative Director, Project-Based
CW · Aug 2024 - May 2026
- Oversee and guide the development of innovative and impactful advertising campaigns, ensuring alignment with client goals and brand identity.
- Collaborate with diverse teams, including designers, strategists, and media planners, to execute creative concepts and deliver high-quality work on time and within budget.
- Utilize market research and consumer insights to inform creative strategies, optimizing campaign effectiveness and enhancing brand positioning in the market.
Creative Team Lead
FP · Nov 2024 - Oct 2025
- Oversee high-impact visual projects, driving both quality and efficiency to achieve ambitious production goals.
- Foster talent through weekly check-ins, constructive feedback, and guidance for emerging senior designers and managers to develop a cohesive and growth-oriented team.
- Ensure creative vision aligns with organizational objectives and supports long-term success through understanding team dynamics and operations.
Marketing Communications Manager
EC · Oct 2024 - Sep 2025
- Develop and implement comprehensive marketing communication strategies that effectively convey the organization's mission, resources, and value to entrepreneurs.
- Create engaging content across various platforms, including social media, newsletters, and website updates, to enhance brand visibility and community engagement.
- Foster relationships with key stakeholders, including entrepreneurs, industry partners, and media, to drive collaboration, amplify messaging, and increase membership and participation in events.
Sr. Marketing Copywriter, Key Account Manager
a previous company · Jul 2022 - Jun 2024
- Write SEO copy, blog posts, and press releases for various clients ranging from SMBs to software companies, cryptocurrency, healthcare, and finance.
- Handle end-to-end production as part of the Key Account Management writing team, creating video, digital, print, and multimedia marketing content for medical, finance, and crypto clients.
Sr. Technical Copywriter
GM · Oct 2021 - Jun 2024
- Develop, write, and edit high-quality technical content, including articles, tutorials, how-to guides, whitepapers, and product reviews, ensuring accuracy, clarity, and SEO optimization.
- Collaborate with subject matter experts, research industry trends, and utilize content management systems (CMS) to publish and maintain comprehensive technical documentation and articles across GM's websites.
Sr. SEO Copywriter
IC · Jan 2021 - Aug 2023
- Develop, write, and edit high-quality technical content, including articles, tutorials, how-to guides, whitepapers, and product reviews, ensuring accuracy, clarity, and SEO optimization.
- Collaborate with subject matter experts, research industry trends, and use content management systems (CMS) to publish and maintain comprehensive technical documentation and articles.
Corporate English Trainer
GF · May 2022 - May 2023
- Conduct one-on-one English lessons with corporate clients from around the world.
Public Speaking/Debate Coach
HDA · Mar 2017 - May 2022
- Coach high school, senior high school, and college students in debate across China.
- Teach argumentation techniques, world-class debate skills, and efficient communication skills suitable for large crowds.
- Write the academy's newsletter and sales brochures, generating hundreds of enrollments during tenure.
- Manage the academy's Weibo and DouYin accounts, writing captions, editing videos, and creating social media marketing materials.
Lesson Planner/Marketing Copywriter
SIS · Mar 2014 - Jan 2017
- Write and edit lesson plans for all grade levels (Pre-School to Year 12).
- Write and edit all Parent-Teacher announcements and correspondence.
- Write the school's sales emails, newsletter, blog, WeChat articles, and manuals.
Sr. Copywriter/Editor
ELS · May 2011 - Jan 2014
- Manage end-to-end production for all marketing materials, including video, digital, print, and multimedia content, ensuring delivery on time, within budget, and meeting quality standards.
- Collaborate closely with creative, marketing, and account teams to align production efforts with overall campaign strategies and client goals, facilitating effective communication across departments.
- Provide leadership, guidance, and professional development for the in-house production team, fostering a creative and supportive work environment that encourages innovation and continuous improvement.
Senior Copywriter/Editor/Project Lead
AX · Jan 2009 - Jan 2014
- Write and edit lesson plans for all grade levels (Pre-School to Year 12).
- Write and edit all Parent-Teacher announcements and correspondence.
- Write the school's sales emails, newsletter, blog, WeChat articles, and manuals.
Journalist
PDI · Jan 2008 - Jan 2009
- Conduct thorough research and gather information for news stories, interviews, and articles, ensuring accuracy and reliability.
- Produce clear, concise, and engaging news articles and features, adhering to PDI's editorial standards and deadlines.
- Collaborate with senior journalists, editors, and the newsroom team to develop story ideas, receive feedback, and contribute to the overall news production process.