eBay
Executive Creative Director | Director of Brand Strategy | 2020–2023
Recognition
YouTube Works Award
One Show Shortlist
Addys
Shorty Awards
By the numbers
1M+ followers across vertical market channels
4x engagement growth in under one year
$2.84M incremental sales (Refurbished creator series)
98M impressions (TikTok Authenticity Guarantee)
11M+ views (Between 2 Rides YouTube series)
+9% unaided brand awareness (Motors)
Top-performing North America campaign
2021 (Rare Drops)
eBay is one of the most recognized brands in ecommerce, but had slipped from the consideration set of younger audiences and was ceding category share to focused competitors in sneakers, watches, handbags, motors, and refurbished. The strategy was to win back these verticals by becoming a brand enthusiasts actually wanted to spend time with — not as an advertiser, but as a creator of content they sought out.
I led creative direction and brand strategy for North America — building a brand programming model that treated social platforms as owned entertainment, developed distinct cultural presences across four vertical markets, and unified seller communications across a complex global organization. The result was award-winning work that moved brand health metrics and GMV across every category we touched.
Results
11M+ views
50K subscribers since launch
+9% unaided brand awareness
+6% perception of eBay Motors as trusted destination
+3% increase in consideration
Recognition
YouTube Works Award
Shorty Award Gold (Auto)
Shorty Award Silver
LA Addy Bronze
AICP Award shortlist
eBay Motors: Between 2 Rides Brand Programming Series
A YouTube original series for eBay Motors — conceived, developed, and produced as owned brand entertainment for enthusiasts passionate about modifying and pushing their vehicles to the limit.
Rather than placing ads against content car enthusiasts were already watching, we became the content. Episodes featured professional drivers, builders, and modifiers including drift racer Collete Davis, rally legend Tanner Foust, and record-breaking driver Emilia Hartford — each putting extraordinary vehicles to the test in high-octane, cinematic episodes. A second offroad series expanded the franchise.
Creators were cast for genuine credibility in the motors community, not follower count. The result was a series that enthusiasts sought out, shared, and came back for.
Results
Top-performing eBay campaign North America 2021
@ebaysneakers zero to 135K followers
Industry-leading engagement rate in category
Triple-digit GMV growth year over year
Recognition
One Show Shortlist — eBay x Mike Perry, Design Craft Illustration
Shorty Award shortlist
eBay Sneakers
To win back share from GOAT and StockX, eBay needed genuine credibility with sneakerheads — an audience with finely tuned radar for brands that don't belong.
We stepped outside our AOR relationship and tapped Passerine, a boutique agency with deep roots in sneaker culture, to conceive Rare Drops — eBay's top-performing North America campaign of 2021. Alongside the national campaign we built @ebaysneakers from the ground up, developing a distinct content strategy, creator partnership model, and social presence that made eBay a credible voice in the category.
Social content extended the brand into culture through collaborations with artists and creators including illustrator and designer Mike Perry — whose distinctive visual style brought an unexpected creative dimension to the sneaker narrative.
eBay Refurbished — Creator Series
To launch eBay's new Certified Refurbished category, we took an unconventional approach — handing the brief to two of social media's most authentic voices rather than producing a traditional brand campaign.
We partnered with creators Noel Miller and Cody Ko to develop an original video series entirely in their own style, then transformed the content into Facebook video ads using innovative formats including immersive full-screen vertical Stories and interactive Facebook polls. The creative strategy was built on a simple insight: audiences trust creators they already follow more than brands they've never bought from.
The results proved it.
Results
$2.84M in incremental sales
3.25x improvement in return on ad spend
5.6x lift in unaided awareness
4.6x lift in unaided recall
600K+ incremental content views
Results
TikTok POV series: 98M impressions · 42M reach
Pinterest Authenticator Series: 15M impressions · 6M views
Snapchat AR Lens: 13M impressions · 68K shares
+2 points consideration lift across all platforms
Increased brand trust across display, audio, and video
Authenticity Guarantee
eBay's new authentication service for luxury and fashion needed to build trust with an audience that had historically questioned the platform's credibility in high-end categories. The strategy was to make the authenticators themselves the hero — real people, real process, real proof.
We built a multi-platform campaign using each platform's native format and behavior rather than repurposing one creative execution across channels. On TikTok, a first-person POV series put viewers in the authenticator's shoes. On Snapchat, AR lenses let users interact with authenticated merchandise directly. On Pinterest, eye-catching animations featured real authenticators handing luxury items to customers.
Each execution was platform-native, culturally fluent, and grounded in the same strategic truth: authenticity isn't a claim, it's a process you can see.
Results
Zero to 10K followers in six months
Industry-leading engagement rate in category
Second in share of voice among watch category competitors
430K engagements
Recognition
Shorty Award finalist (Old School Meets New School)
eBay Watches
The luxury watch market had shifted dramatically toward focused competitors and collector communities with high standards for brand credibility. eBay needed to establish a genuine presence in a category where authenticity and connoisseurship matter more than reach.
We launched @ebaywatches from scratch — developing a distinct content strategy built around style, craft, and cultural cachet rather than product promotion. Rather than chasing follower count, we built credibility through carefully chosen partnerships with style luminaries who brought genuine cultural authority to the category: Teyana Taylor, Law Roach, Iris Apfel, and Lil Yachty.
The handle grew from zero to 10K followers in six months with an industry-leading engagement rate among watch category competitors.