Bringing an employer brand to life through creative campaigns

Challenge

In a competitive talent market, recruitment advertising needs to do more than promote open positions. At Banfield, the challenge is to reach diverse talent audiences with compelling, relevant messaging that differentiates our employer brand and inspires candidates to take action.

Strategy

I translate business objectives, audience insights, and our employee value proposition (EVP) into targeted creative campaigns. Each concept starts with understanding who we're trying to reach, what matters to them, and how we can communicate Banfield's opportunities in a way that feels authentic and engaging.

Execution

I own the creative process from concept through delivery, developing campaign messaging, copy, and design across paid media, organic social, programmatic advertising, events, and other digital channels.

Working with internal stakeholders and agency partners, I balance strategic objectives with creative storytelling, adapting content for different audiences and platforms while maintaining a cohesive brand identity.

Impact

These campaigns help translate Banfield's recruitment priorities into a consistent, recognizable employer brand across channels and talent audiences.

Through ongoing performance analysis and creative optimization, I identify opportunities to improve engagement, strengthen messaging, and make more informed creative decisions.