BAU Paid Social

HelloFresh - 14 Markets

Business-as-usual (BAU) ads were the backbone of our paid social engine. I led the daily system that delivered fresh creative across 14 markets while keeping a strict quality bar - on-brand, consistent, and built on learnings from past performance. Each asset was localized to fit market nuances (language, cultural cues, and what resonates locally), so the work scaled without feeling generic. Alongside BAU, I also led creative for brand partnerships and co-marketing activations with partners such as Paw Patrol, Disney, Efteling, and others, ensuring the collaborations stayed true to both brands while performing across channels.