PINTEREST — CREATOR CONTENT PROGRAMS

Pinterest needed to deepen its cultural relevance in key verticals (art, beauty and fashion) by connecting with creators who genuinely lived in those spaces.

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Duration

2019-2021

Client

Services

Art Direction

Creator Strategy

Campaign Management

Challenge

The challenge wasn't just finding the right talent. It was building structured programs that could onboard creators at scale, brief them effectively and produce content that felt native to the platform while driving measurable campaign performance. With programs running simultaneously across UK and Canada, consistency of creative quality and strategic direction had to hold across markets.

Solution

I led the development and day-to-day running of content and creator programs. Each program had its own vertical focus but shared a common approach: identify culturally relevant talent, build clear creative frameworks, and give creators enough direction to produce on-brand content without losing their authentic voice.

For Art Month, I onboarded illustrators and artistic creators across the UK, leading the art direction and creative briefs that shaped the campaign content. For Rising Stars, I supported the identification and development of emerging creators in the beauty space, building a structured program that was subsequently scaled to international markets. Back to School brought a similar approach to Freshers' Week, with creator content anchored to platform-native moments and seasonal behaviour.

Across all programs, I acted as the strategic and creative lead — owning briefs, feedback loops, and final content quality.

Impact

Art Month was Pinterest UK's highest-performing campaign moment of the year. Rising Stars successfully scaled beyond the UK, establishing a repeatable program model that could be adapted across markets. Across all three programs, creator-led content consistently outperformed brand-produced assets on engagement — validating the approach of pairing strong creative direction with authentic creator voices.