Social Media & Performance Marketing
Led Creative for TikTok's US Growth Team and In-House Agency, reporting directly into ByteDance Beijing Headquarters overseeing visual identity, creative concepts, project scope, workflow, video productions and data insights for TikTok video ads.
Supervised a team of producers, videographers and editors to develop 10 ads/week to drive brand awareness and downloads Managed a $20M+ annual paid media budget across YouTube, Facebook, Instagram, Twitter and more
Launched 1000+ TikTok ads, improving app install growth by +1475% within my first 6 months, while outperforming external competitor agencies with 20% lower costs per app downloads
Through an art meets science approach, Richard has a proven track record of creating content that inspires consumers to take action.
Developed 1000s of ads that have driven over 100M clicks and tens of millions of engagements
Oversaw productions and managed campaigns — content strategy, creative direction, copywriting, video production, editing and data analysis
Externally managed clients, while also managing internal production teams and liaising with social and paid media teams
Richard is skilled at explaining products to consumers through visual media — from tutorials to product demos and showcasing a target demo in action, Richard excels at marketing products to new and existing audiences.
Over 55 million community users reached
More than 100K social impressions per video
Richard has experience creating 360 marketing campaigns from concept to execution.