Corinn Castro
Creative Juggernaut
Corinn Castro is an experienced creative director, performance marketing wizard and digital audience strategist based in Los Angeles.
I train, manage, and grow creative teams in performance marketing. With a focus on analytics and trends, I create content to increase audience viewership, decrease CPA’s, generate more spend, and scale winning campaigns. As a manager, I structure and train creative teams while supporting visual media development across multimedia platforms in fast-paced industries. I’m passionate about marketing in the ever-evolving digital space and I use internet culture to translate social sentiments into tangible ideas & stories. I employ my journalism and production background to ideate, film, and build exceptional content for diverse audiences. I guide brands through the use of digital tools and software, data analytics, and effective social media testing structures across platforms. I assist with digital audience focused courses at the undergrad and graduate level to prepare the next generation for success in this field. I hope to continue developing highly-skilled creative teams at a leadership level.
Past & Current Clients
- Aventon YoY Sales – 370% increase
- Fabletics – 67% increase in subscribers, 11% decrease in CAC, 47% increase in marketing budget
- Noom – 313% increase in subscribers, 363% increase in marketing budget
- Budget Blinds – YoY leads volume increased by 45%, CPL decreased by 15%
- Dr. Squatch – 1.6x ROAS increase in NTF customers
- Lending Tree – 6 months after launch on TikTok – $2.4M in revenue, $36k daily ad spend
- Rokform – Advertising Revenue YoY $2.2M
Experience
Creative Director
AdQuadrant
Los Angeles, CA
Jan 2022 – Current
- 30% increase in agency revenue over 13 months
- 8 new clients for creative services since taking position
- Average weekly cadence of 200+ ad creatives across 20+ clients
- Performance average – $10K+ single ad spend
Manage a large team of content producers, editors, talent producers, and production staff across various client verticals with a presence on all social media platforms. Focus on content strategy led by analytics, trends, brand identity, and testing structure/performance. Workflow organization and implementation. Department structure design to support quality and efficiency. Ongoing training of team members in areas including scripting, filming, talent production, performance monitoring, analytics breakdowns, sales and testing structures, creative ideation, and more. Growing a creative team to increase bandwidth and improve cadence, performance, and company capabilities. Hands on approach in all stages of the creative cycle. Work cohesively with media analysts and strategists to execute the most effective ads on platform.
Lead Creative Producer
Tubescience
Los Angeles, CA
Nov 2020 – Jan 2022
- Scaled clients to upwards of 45% increase in marketing budget
- Average monthly client spend of $3M
- Average 8k original ad builds each month
- 100 million viewers daily
Manage a team of Senior Creative Producers across a vast client portfolio. Produce top-performing client ads across social media platforms using data analytics, trends, scaling, and new concept construction. Heavily focused on CPA, spend, thumbstop, and ROAS. Write scripts and shoot content in studio, with OpenReel, and DIY. Maintain an aggressive workflow with high output and strict deadlines. Interview applicants across multiple divisions of the company.
Professor’s Assistant
Arizona State University
Cronkite School of Journalism – Digital Audience Strategy
Aug 2021 – Current
Instruction and grading in the following curriculum:
Digital Audience Strategy – Research and Behavior, Data Analytics, Social Media Campaign and Engage, Defining the Digital Audience, Search Engine Strategy, Audience Acquisition, Digital Audience Growth
Producer
Fox Networks Group
BTN, Chicago
Aug 2013 – June 2020
Work directly with AD’s at Power Five schools to create content that represents their programs, athletes, coaches, and educators. Produce daily content for use across all platforms. Script and edit content in a quick turnaround environment including in-studio production, MICR, and on-location. Segment production for daily shows. Perform video post-production tasks including editorial decisions, audio adjustments, rough cutting, graphics, and editing. Write and/or edit scripts utilizing storytelling concepts and processes to engage audience. Oversee all aspects of feature story production from inception to completion. Manage the camera/audio team, shoot location/schedule, talent/interviewee schedule, travel, and budget.
“People either embrace change or the status quo: Corinn is the former, with a hunger to transform digital media.”
— Chris M., Director of Digital Content, FOX
Brand Identity
Consistency and Cohesion
Branding plays a crucial role in shaping how your company is perceived, building trust, and establishing a strong connection with your target audience. It goes beyond just a logo or a tagline; it encompasses the entire experience and perception of your company in the minds of consumers. In a competitive market, a strong brand helps differentiate your company from competitors.
Methodology
Data drives creative to accelerate brand growth
Performance analytics dictate creative strategy, so monitoring thumbstop, ROAS, CPAs, CTR and spend is mandatory. There is a direct link between these KPIs and elements within video and static ads. My brain goes to native vs branded, personas, scripting, hooks, agitates, problem/solution, CTA, UGC, platform trends, influencers, length, testing structure, sales/benefits formulas, and on and on. I could geek out on the relationship between data and creative, but I prefer to keep my secret sauce… secret.
It takes a village
An efficient, effective, high-powered creative team isn’t formed overnight. All the right pieces must be acquired and structured according to workload, skill set, budget, process, and culture. It’s a delicate dance that takes practice. A craft blend of leaders, mentors, specialists, and rookies. It’s not a one size fits all setup. When building and training a creative force, I consider company goals, current players, current structure, current gaps and budget. I prioritize positions and trainings to minimize growing pains. My experience has shown me what doesn’t work, so I avoid missteps. I start with what has proven to be successful and customize from there.
Skills For the Job
What does a successful creative team look like?
- Strategy – align creative with brand goals, budget, and platform performance.
- Landscape – where, when, how to place ads
- Production – the only way to make creative in-house
- Technical – software knowledge
- Copywriting – all projects
- Graphic Design – legal, typography, logo, etc.
- Leadership – training, managing, growth
- more…
Corinn Castro 