The Situation I joined Ridwell, a Seattle-based recycling subscription, as Growth Lead — owning paid Meta creative, organic social, and the brand's UGC/creator pipeline. [1–2 sentences on where CPA/creative stood when you started — what wasn't working] The Approach Instead of more polished, brand-produced ads, I shifted the creative toward an insider-trust format: content that reads like a real team member talking, not a paid actor or a brand pitching itself. That meant running customer research to find real angles, scripting around them, and managing a consistent testing cadence rather than relying on one or two "hero" ads. The Work [2–3 sentences on specifics — what the actual videos looked like, what changed script-to-script, any specific angle that broke through. This is the part only you can write — I don't have the creative details.]