Katamu is a DTC lifting gear brand built around strength, discipline, and performance.
I led creative direction across content, campaigns, ecommerce, and product launches, building a cohesive system where products, ads, storytelling, and the website worked together to drive measurable growth.
This included directing designers, videographers, editors, and creators, leading launch campaigns end-to-end, overseeing the ecommerce experience across landing pages, PDPs, and email flows, and working closely with growth teams to improve conversion and overall performance.

Developed Katamu’s brand content strategy and funnel structure by defining content pillars across TOF, MOF, BOF, education, emotional storytelling, athlete content, CSR initiatives, and launch campaigns.
Created scalable systems connecting creative output with brand awareness, engagement, product education, and conversion performance.

Wrote and directed campaign narratives, visual direction, scripting, scene planning, and production decks for multiple product drops and seasonal launches. Built cinematic concepts combining storytelling, product marketing, and performance-focused creative execution.

Led shoot direction and collaborated closely with photographers, videographers, athletes, editors, and creators to translate brand concepts into scalable campaign assets across paid ads, product launches, ecommerce, and social media

Developed multiple emotional storytelling campaigns designed to give the brand cultural depth beyond products and performance marketing.
Created concepts focused on pressure, resilience, discipline, mental health, and support within strength culture.

Wrote hooks, scripts, talking points, and creative angles for athletes, creators, and influencers across TikTok, Instagram Reels, Meta ads, and organic social content.
Focused heavily on retention, relatability, education, and conversion-driven storytelling.

Developed creative concepts, ad angles, static ads, and video campaigns across evergreen products, launches, promotions, and seasonal sales.

Redesigned key parts of the Shopify experience including landing pages, product pages, homepage structure, upsells, and conversion flows. Focused on improving product education, visual clarity, mobile usability, trust, and conversion performance.
Built launch systems for limited product drops using early-access landing pages, SMS/email capture funnels, teaser campaigns, waitlists, and paid social creative.

Worked closely on CRO strategy and A/B testing across product pages, landing pages, upsells, offers, layouts, and conversion flows.
Used customer behavior insights and performance data to continuously improve conversion efficiency and ecommerce performance.

Contributed to the visual direction, naming, storytelling, detailing, and creative development of multiple lever belt collections and specialty products.
Designed apparel concepts and graphics aligned with Katamu’s performance-driven identity, lifting culture, and collection narratives.

I helped shape Katamu into a recognizable performance-driven lifting brand by connecting creative direction, storytelling, ecommerce, and performance marketing into one cohesive system.
Led work across campaigns, CRO, content systems, launch strategy, paid creative, and ecommerce optimization to build a brand experience designed for both cultural relevance and measurable business growth.