Where Big Ideas Meet Data-Driven Results.
(Annie bateman)
I partner with ecomm brands to turn strategy into scroll-stopping, sales-driving creative.
Art Director
Creative Strategist
Graphic Designer
Motion Designer
Conversion Rate Specialist
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PBfit initially partnered with Pattern without interest in creative support for Amazon, as they relied on their in-house team.
We identified an opportunity to add value and conducted a strategic audit of their Amazon presence, delivering data-backed insights and a clear plan to improve content performance and conversion.
To demonstrate the impact, we applied our strategy to one key product and developed a fully realized example. That proof of concept shifted the conversation, leading PBfit to expand the engagement into a strategic creative partnership across additional products and categories.
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PBfit (Better Body) initially partnered with Pattern without interest in creative support for Amazon, as they had an established in-house creative team.
Recognizing an opportunity to add value, we proposed a strategic audit of their Amazon presence to identify areas for optimization. Through this audit, we presented data-backed insights and a clear path to improving content performance and conversion.
The strength of our strategy and supporting analysis resonated with the client. To demonstrate the potential impact, we developed a comprehensive strategy for one key product, showcasing how creative and data could work together to elevate performance.
The results shifted the conversation. Better Body expanded the scope to include strategic creative partnership, engaging our team to provide insights and category-level recommendations across additional products within their portfolio.
Turning Data Into Conversion Opportunity
Current Image Stack Status
-1P Ecommerce Team
(Content brief data)
(Wireframe strategy)
(Current Image Stacks)
Core reason to choose the product
Messaging Pillars:
3 to 5 key themes that reinforce the value
Benefits and Features:
Tangible proof that supports each pillar
Risk Eliminators:
Sizing, usage clarity, and objection handling
Emotional Driver:
Lifestyle imagery that helps customers visualize the outcome
Messaging Hierarchy Framework
AI Image Gen
(Brand: Wilton) // tool: PXM
To address this gap, we aligned on a plan to leverage our PXM AI tool, using existing product imagery to generate new visuals based on defined image archetypes.
(Brand: Petsafe) // tool: portal
We used the Portal to capture updated product reference images and train AI models specific to their products. Leveraging the bulk generator tool, we created 100 images per product, resulting in approximately 30 immediately usable assets per SKU with minimal editing.
(Brand: Kindred Bravely) // tool: Nano Banana
Without access to existing brand imagery, we leveraged Nano Banana to generate strategic visuals that brought our messaging and image stack framework to life.
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RealTruck engaged Pattern to optimize their Amazon PDPs and advertising strategy while simultaneously testing another agency on similar scope.
We conducted a comprehensive audit and presented strategic recommendations for their sub-brand, Gator, across image stacks, A+ content, Brand Story, and Storefront. The approach resonated strongly with the client.
After implementing the strategy, RealTruck expanded the partnership within a few months, awarding Pattern their full product catalog.
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RealTruck engaged Pattern to optimize their Amazon PDPs and advertising strategy while simultaneously testing another agency on similar scope.
We conducted a comprehensive audit and presented strategic recommendations for their sub-brand, Gator, across image stacks, A+ content, Brand Story, and Storefront. The approach resonated strongly with the client.
After implementing the strategy, RealTruck expanded the partnership within a few months, awarding Pattern their full product catalog.
Winning the Full Catalog
Following the evaluation period, Pattern was awarded the remainder of the catalog based on the strength of our results & creative quality.
This win reflects the impact of the team’s strategic execution and performance delivery.
Current Image Stack Status
(Current Image Stacks)
(Wireframe strategy)
- Durability & Quality
- Fit & Functionality
- American Craftsmanship
- Everyday Protection
- Trusted by thousands of truck owners
Gator's Messaging Pillars
(Final Image Stack Designs)
Additionally, the second image created further uncertainty by featuring the travel pouch alongside various foods and drinks without clear context.
Current Image Stack:
(Current Image Stack)
We translated these insights into defined messaging pillars and built creative to support them, leading with a strong value proposition, incorporating in-use demonstrations, and clearly presenting Supplement Facts to reinforce transparency and trust.
The Strategy:
(new Image Stack)
Question 2: Based on these images, which product set seems easiest to use daily for digestive support?
(New Image Stack)
(Current Image Stack)
Question 1: Which image set best communicates high quality?
(New Image Stack)
(Current Image Stack)
Question 3: If you were shopping for this product, which image set would you choose to purchase from?
(New Image Stack)
(Current Image Stack)
Each test surveyed 100 U.S. participants across varying ages and genders, requiring detailed rationale for their selections.
User Testing:
Strategy Validated by Shoppers
The results validate our strategy to lead with clear step-by-step instructions, combine visual storytelling with straightforward benefit communication, and remove friction from the purchase decision.
“[Pattern’s Image Stack] shows the powder and provides a quicker way to get the benefits of the product. [Current Image Stacks] doesn't really convey the same effect due to it not showing what the product look like or it's function.”
- Male, 35-44
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As the creative strategist for SanDisk, I led the development of the Create Without Limits campaign, designed to connect with one of their key audiences: creators.
The process began with a deep dive into Meta ad performance and target audience research to uncover what resonated.
The campaign aimed to build brand awareness and affinity by positioning SanDisk as the trusted storage solution that empowers creators to create freely, without storage holding them back.
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As the creative strategist for SanDisk, I led the development of the Create Without Limits campaign, designed to connect with one of their key audiences: creators.
The process began with a deep dive into Meta ad performance and target audience research to uncover what resonated.
The campaign aimed to build brand awareness and affinity by positioning SanDisk as the trusted storage solution that empowers creators to create freely, without storage holding them back.
Tools: Adobe Suite, Figma, SuperAds (data tool)
Team: Collaborated with designers, creators, and editors
Deliverables: eComm assets, Ads, Emails, campaign strategy.
(Click to watch!)
(Click to watch!)
Email Design
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As the creative strategist for NuvoH2O, I led the brand’s creative direction and oversaw execution across paid and organic social, UGC, email, website, and wholesale print materials.
When the client approached us, their branding was outdated and underperforming. We developed a comprehensive creative and marketing strategy. We started with moodboards and a refreshed visual direction, which we presented to the client to align on photography, design, and tone.
One of NuvoH2O’s biggest challenges was low website conversion. The buying journey was unclear, making it difficult for customers to choose the right system. We restructured the experience around a guided quiz that asked questions about home size and filter needs, streamlining product selection and improving the overall path to purchase.
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As the creative strategist for NuvoH2O, I led the brand’s creative direction and oversaw execution across paid and organic social, UGC, email, website, and wholesale print materials.
When the client approached us, their branding was outdated and underperforming. We developed a comprehensive creative and marketing strategy. We started with moodboards and a refreshed visual direction, which we presented to the client to align on photography, design, and tone.
One of NuvoH2O’s biggest challenges was low website conversion. The buying journey was unclear, making it difficult for customers to choose the right system. We restructured the experience around a guided quiz that asked questions about home size and filter needs, streamlining product selection and improving the overall path to purchase.
We ran six rounds of messaging tests on Meta to uncover which value props resonated most with our target audience.
By keeping visuals consistent and testing different copy variations, we identified the top-performing messages—resulting in a 10% CTR, 3x higher than the account average.
Winning themes included: pure water, affordable financing, home water softening, eco-friendliness, and salt-free benefits.
Market Acceptance Testing
(Pure Water)
(Salt-free system)
(Before)
(After)
(After)
(After)
(After)
Year-to-Date Results:
- Shopping sessions: ↑ 191%
- Add-to-cart rate: ↑ 49%
- Purchases: ↑ 28%
- Total revenue: ↑ 14%
Website Optimization
(Guided Quiz product selection)
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As the creative strategist and art director for Kirrin Finch, I led a series of performance-focused creative tests rooted in a strong messaging foundation.
Starting with a research-backed messaging guide, I identified key audience demographics and crafted messaging pillars around education (what the brand is/isn’t), necessity, credibility, and lifestyle impact.
Using these insights, we developed value-driven ad copy for market acceptance testing, allowing us to pinpoint what resonated most with the brand’s audience.
These efforts resulted in an 84% increase in CTR and a 44% improvement in ROAS. We also applied the winning messaging to top-performing campaigns, including a custom wedding carousel ad that became one of the strongest performers in the account.
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As the creative strategist and art director for Kirrin Finch, I led a series of performance-focused creative tests rooted in a strong messaging foundation.
Starting with a research-backed messaging guide, I identified key audience demographics and crafted messaging pillars around education (what the brand is/isn’t), necessity, credibility, and lifestyle impact.
Using these insights, we developed value-driven ad copy for market acceptance testing, allowing us to pinpoint what resonated most with the brand’s audience.
These efforts resulted in an 84% increase in CTR and a 44% improvement in ROAS. We also applied the winning messaging to top-performing campaigns, including a custom wedding carousel ad that became one of the strongest performers in the account.
MAT tested copy performance:
- ↑ 84% better click rate
- ↓ $0.12 cheaper cost per click
- ↑ 44% better ROAS
Messaging Guide & test
(Messaging guide)
(Winning Value proP: Affirms identity)
- A/B Messaging: “AFAB” outperformed “Women, Trans, & Non-Binary Folk” in headlines, driving stronger ROAS.
- Video vs. Slideshow: Real video footage lowered CPA by $20 on average. We created a shot list to help the client capture more high-performing content.
- Custom Carousel: A wedding-themed carousel outperformed dynamic versions, driving more purchases and a 3.95% CTR.
Creative Testing
(Top Video footage ad)
(Top performing wedding carousel)
(AFAB A/B test)
(Click to watch!)
I'm a creative strategist and art director who blends bold ideas with data-backed execution.
(About)
With 6+ years leading creative across eComm marketing, I’ve partnered with high-growth brands to build compelling visual stories that convert through data-backed creative strategy.
From ideating campaigns to optimizing marketplaces, I thrive where creative vision meets strategic performance. I’m passionate about mentoring creatives, crafting high-quality creative, and developing design solutions that make brands unforgettable and results-driven.
I believe great creative does more than look good. It drives performance.
(Experience)
1P Art Director — Pattern
September 2025 — Present
Creative Strategy Team Lead — Disruptive Advertising
June 2023 — September 2025
Creative Strategist — Disruptive Advertising
August 2022 — June 2023
Senior Motion Designer — Disruptive Advertising
May 2019 — August 2022
Graphic Designer — University Relations
November 2017 — December 2018
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