Hi there!
For the past ten years I've been building AdTech products: launching a new ad format at Twitter, driving adoption of TikTok's AI creative ad generator, and building an agentic AI production system at Airwallex.
Agentic AI Creative ProductionAirwallex
Context
Airwallex needed on brand marketing assets for campaigns around the world, at startup speed, without a large design team or any legacy infrastructure.
Problem
Creative production took days per asset, and every campaign bottlenecked on scarce design resources. Scaling headcount was not an option.
Solution
Built an agentic AI system on an orchestrator framework with 12 specialized skills covering design, QA, resizing, and copywriting, each trained on Airwallex brand guidelines, running as a parallel agent workflow.
Result
Turnaround fell from days to hours, including a 64 asset campaign built in under four hours, with performance parity against creative produced by designers across paid social channels.
AI Creative Tooling AdoptionTikTok
Context
TikTok launched Symphony, a new AI creative generator, targeting top-tier advertisers spending between $500K and $20M on the platform.
Problem
Advertisers lacked clarity on how to effectively integrate the new AI tools into their workflows, creating friction that slowed product adoption and limited potential campaign impact.
Solution
Analyzed campaign data to uncover high-performing AI use cases, developed strategic playbooks for key accounts like Uber, and partnered with product teams to prioritize roadmap fixes based on market feedback.
Result
Accelerated tool adoption among large-spend accounts, sparked new inbound demand, and drove data-backed product improvements that established Symphony as an industry-leading AI solution.
Playable Ads LaunchTwitter
Context
Twitter wanted an interactive ad format to compete for mobile gaming budgets. These ads run inside mobile game SDK inventory, with strict integration constraints and framework handoffs.
Problem
No format, tooling, or advertiser playbook existed. The MVP had to be scoped from zero across engineering, design, and external partners.
Solution
Defined MVP scope as the in-house expert on building and testing playable ads, collaborated with engineering and design on prototypes and working ad units, onboarded early advertisers, and shaped the roadmap with test insights to create engaging ad units that were also compatible with Twitter's ads platform.
Result
Launched Twitter's first playable ad format. Gathered test insights that shaped roadmap priorities for future creative solutions.
Attribution Recovery After iOS 14Twitter
Context
In 2020, Apple's iOS 14 privacy changes disrupted attribution across the mobile advertising industry, and hit Twitter's measurement stack directly. The iOS update included App Tracking Transparency (ATT), where users could opt out of apps tracking activity on other websites and services via an Apple controlled pop up.
Problem
The iOS changes directly impacted Twitter's Mobile Ad Platform (MAP) API, removing global performance visibility for advertisers and disrupting integrations with major mobile measurement partners. Consequently, advertiser reporting issues escalated and ad spend dropped.
Solution
Performed an audit on API endpoints, in collaboration with business leads for the most impactful endpoints to resolve. Partnered with Engineering and Product to redesign MAP API responses so attribution signals remained faithful under the new privacy constraints.
Result
Restored attribution signal fidelity for more than 100K advertisers and unblocked major measurement partners.
Parallel Creative ProductionCrossInstall
Context
The creative production team delivered weekly playable ad units for a variety of advertisers across industries. The work was handed off to the various sub-teams in sequential order: kickoff with Project Managers and Account Managers → brief handoff to the Design team to create assets → asset and brief handoff to the Dev team to implement → feedback and approvals cycle with all production teams.
Problem
A frequently noted bottleneck was the handoff between the Design team and the Dev team. Despite thorough briefs provided to the Design team, often when the assets were implemented by the Dev team there would ultimately be missing or incompatible assets that needed additional work from the design team. As siloed teams, dev work would often completely stop while design assets were updated.
Solution
Restructured the production workflow so design and development cycles ran in parallel. The initial brief template now included both design and dev requirements, and work was assigned to a design and dev pod rather than to individuals. This way, as the playable was built, the designers and developers could work collaboratively on the brief without full dependency on the Project Management team.
Result
Turnaround of playable ad production dropped from two months to one, and the team scaled output without increasing headcount.
PowerPod Charging CaseIndependent
Context
Pre-2019, the Apple AirPods charging case only had a wired charging option. Qi charging technology was becoming popular, yet there were no options for AirPods owners to use it.
Problem
While there was interest expressed in a wireless charging option, the opportunity was unproven. There was no hardware to build on, no company backing the work, and no evidence that people would pay for it. There was a small window of time to build the hardware and ship before Apple released its own wireless update.
Solution
Designed and engineered a wireless charging solution from scratch, then validated demand by taking it to market through a Kickstarter campaign.
Result
Raised $90,000 in presales from more than 2,000 customers, earned coverage in The Verge and Business Insider, and secured a U.S. design patent.
Airwallex
Built an agentic AI creative production system from scratch that cut turnaround from days to hours while matching designer quality.
TikTok
Drove adoption of Symphony, TikTok's AI creative generator, among the platform's largest advertisers.
Led a US Technical Ops team supporting Twitter Ads Manager.
Launched Playable Ads, Twitter's first interactive ad format.
CrossInstall
Led a mixed team of Project Managers and QA to deliver playable ad campaigns for clients including Twitch, eBay, and Red Bull. Halved production turnaround by parallelizing design and development.
