Turning category leadership into lasting growth.

I led creative across paid acquisition, lifecycle, onboarding, retention, and seasonal campaigns, helping evolve the brand while building a more disciplined experimentation engine around it.

We tested positioning instead of assuming it, built growth around customer behavior instead of constant discounting, and expanded into new audiences through partnerships and original content. The result was creative that could build the brand and move the business at the same time.

As Creative Lead for Growth Marketing, I partnered across Brand, Product, Marketing and Analytics to connect creative decisions to customer behavior — from the first ad someone saw through onboarding, subscription and retention.

I led creative strategy and direction across acquisition, lifecycle, seasonal campaigns and emerging growth channels, working with writers, designers, illustrators, motion artists and external partners.

Meditation Made Simple

Wheatpaste poster series for the "Meditation Made Simple" evergreen campaign.

Headspace had a recognizable brand, but its messaging across acquisition, enterprise and organic wasn't always working from the same idea.

Rather than simply standardize the creative, we tested our way to the positioning.

Three territories went head-to-head: Everyday Better, Let's Meditate, and Meditation Made Simple. The winner was decisive.

Then we went one layer deeper. Testing Hope, Trust and Time revealed something important: people weren't resisting meditation because they didn't believe in it. They thought they didn't have time.

That insight changed the work.

"Time" — the winning territory: quick and easy. The barrier wasn't belief, it was time.

14th Street subway station billboard — the evergreen campaign brought to street level.

What We Learned

Testing revealed that time — not belief — was the real barrier to meditation, giving acquisition creative a sharper message to build around.

Headspace had a reliable seasonal growth lever: discounts. They drove subscriptions — and churn.

We wanted to see if creative could replace the promotion.

Instead of another discount-led holiday campaign, we connected three growth opportunities into one customer journey:

Family Plan → acquisition
Gifting → monetization
New Year Challenge → retention

The goal wasn't simply a holiday spike. It was to bring people in and give them a reason to stay.

One narrative connected all three moments: "One Big Happier Family" in November, "Unwrap Mindfulness" in December, and "Happy You Year" in January — with the orange dot acting as a visual thread across the entire journey.

I led the creative narrative across the system, partnering with copy, design, illustration and motion to make Family Plan, gifting and the challenge feel like one experience rather than three disconnected campaigns.

The work moved from acquisition through CRM, product and lifecycle — pairing inclusive storytelling with an evergreen checkout experience, personalized messaging and a habit-building challenge designed to keep people engaged into the new year.

With Copywriter Corbett Trubey, Designer Amy Dale, Illustrator Ryan Cox, and Motion Lead Erich Reims.

"Keep it together" — early concept sketches by illustrator Ryan Cox, used to sell in the idea before full production.

The Result

Paid acquisition couldn't do everything.

I expanded our creative approach into original branded content and partnerships — using Headspace's authority in mental performance to reach audiences beyond traditional acquisition channels.

Athlete-led content extended the brand into sports and culture, designed to extend Headspace into new audiences beyond traditional paid acquisition.

"Performance Mindset" — original athlete content series featuring Sue Bird and Kyle Kuzma, extending organic reach beyond paid acquisition.

A daily dose of positivity, delivered the moment you open the app — original content designed to be the first thing you see every day.