Creative + Marketing Strategist

KRISTA
NELSON

Good marketing
should be interesting.

I build campaigns that start with a smart idea and end with something people actually want to watch, click, share, or buy.

Strategy • Creative • Performance

See the work ↓
Lifestyle photography from a wellness brand shoot Krista directed
Supplement brand lifestyle photography on a bright orange backdrop
What I do

Spec sheet.

Three sides of the same job. Most of my work touches all three.

Strategy

Card 01
  • Digital Marketing Strategy
  • Campaign Strategy
  • DTC + Ecommerce
  • Lifecycle Marketing
  • Customer Journey
  • Testing + Optimization

Creative

Card 02
  • Concept Development
  • Art Direction
  • Photography + Video
  • Graphic Design
  • Brand Development
  • Creative Direction

Performance

Card 03
  • Conversion Strategy
  • Email + SMS
  • Paid Social Creative
  • CRO
  • Analytics
  • Revenue Growth

Adobe Creative Cloud • Figma • Klaviyo • Shopify • CapCut • ChatGPT • Claude • Lovable

Art Direction + Production

Different brand,
different brief.

Three brands, three visual worlds. The audience and objective decide what the pictures look like.

Original Nutrition

Reframing wellness

The problem
A supplement that kept getting read as gym gear, when the audience was people building a healthy everyday life.
The idea
Shoot the quiet parts of a day: meditating, fruit on the counter, an evening ritual at home.
The execution
Planned around ordinary moments, directed the session and kept the product present without making it the subject.
Q Sciences

Pleasant, soft, friendly

The problem
The existing lifestyle library felt clinical, closer to a pharmacy shelf than a recommendation from a friend.
The idea
Build the visual world around real warmth between real women, on saturated color backdrops that stay energetic instead of sterile.
The execution
Directed genuine interactions instead of product-in-hand poses.
Plush Paws

A shoot with a second job

The problem
Car seat covers photograph like car seat covers. The category is full of interchangeable product shots.
The idea
Bring in shelter dogs as the models so the imagery carries a story and helps the dogs get seen.
The execution
Coordinated with the shelter, built a shoot plan flexible enough for real animals, and directed on location.
Campaigns

The idea
comes first.

Different channels. Same question: what's going to make someone care?

Campaign 01 / Paid Social

Four ads, four different reasons to keep watching

The problem
Clients needed paid social that hit acquisition targets, not ads that only looked good in a deck.
The idea
Lead with something the viewer cannot immediately explain: a surprising claim, news clip, unfamiliar object or customer's own words.
The execution
I wrote the scripts, directed or sourced footage, edited each cut and built every ad against its acquisition target.
The result
$67.97 and $81.82 cost per lead against a sub-$100 target, 7× return on ad spend, and a $39 cost per acquisition that was the brand's best in 30 days.
  • Paid Social
  • Video
  • Meta

Duct Brothers, Ad 1

$67.97 CPL

Target: under $100

Hook
Even new homes get duct leaks. The surprise keeps people watching.
Concept
Built around a real news clip for instant credibility.
Watch the ad ↗

Duct Brothers, Ad 2

$81.82 CPL

Target: under $100

Hook
Opens with an object nobody can place. Curiosity does the rest.
Concept
Also anchored by a real news clip for credibility.
Watch the ad ↗

St. George Escape Rooms

7× ROAS

Hook
Reframes the offer: you are inside a room built to look incredible.
Concept
Backed by real customer quotes about their favorite rooms.
Watch the ad ↗

Plush Paws

$39 CPA

Brand's best in 30 days

Hook
“My eight-year-old dog found his ball, something he couldn't do a week ago.” A real story, in the owner's own words.
Concept
First-person customer story instead of a product pitch.
Watch the ad ↗
Campaign Case Study

Your Pillowcase Is a Crime Scene

The Challenge
How do you make people care that their hair products could be contributing to breakouts?
The Idea
Turn the pillowcase into a crime scene and TEENOLOGY into the investigation.
Instead of another educational email about pore-clogging ingredients, I built the campaign around a mystery.
The Execution
Crime scene markers, case notes, evidence-board visuals, investigative language, and CTAs like “Close the Case” carried the concept through the entire email.
A concept shouldn't stop at the headline.
Campaign 03 / Short-Form Video

A reel that traveled

The problem
Revity needed people outside its own client list to notice the agency.
The idea
Use a hook instead of an announcement. Earn the first three seconds, then say something worth sharing.
The execution
Wrote, filmed and edited it for the way people actually scroll.
The result
222K views, 3K likes, 5K shares.
  • Social
  • Video
  • Organic
Campaign 04 / Organic Test

Zero to 5,000 followers in 30 days

The problem
It is easy to claim a content strategy works when the account already has an audience.
The idea
Prove it from zero with a controlled test of hooks and formats.
The execution
Tracked what stopped people, posted with intention and adjusted the format weekly based on attention.
The result
5,000+ engaged followers in 30 days, starting from zero.
  • Social
  • Content Strategy
Ecommerce Client / Lifecycle Rebuild

A welcome flow doing 20× the work

The problem
New subscribers entered a thin, generic welcome sequence at their highest point of interest.
The strategy
Rebuilt the flow in decision order: brand, difference, then offer. Each send had one job, with timing set in Klaviyo.
The result
A 20× revenue increase from the flow.
  • Lifecycle Strategy
  • Email
  • SMS
  • Klaviyo
  • Retention
  • Testing

The journey

  1. 01

    Sign up

    Capture with a reason to hand over an email or number.

  2. 02

    Welcome

    Introduce the brand before asking for anything else.

  3. 03

    Education

    Answer the objection that actually stops the purchase.

  4. 04

    Product

    Put the right product in front of the right person.

  5. 05

    Conversion

    Make the first order easy to say yes to.

Creative Direction

Good work
gets directed.

Art direction means spotting what's missing, communicating it clearly and helping someone else's work get better.

  • Recognizable beats repetitive. A brand should flex without losing itself.
  • Performance doesn't excuse bad creative. The best work sells and strengthens the brand.
  • Good direction gives people a clear problem, room to solve it and useful feedback.

Chameleon Colors / fall sports email

Direction

Nitro-Pak / winter campaign

Direction

Teenology / Clear Skin Ahead

Direction
Brand Building

Built from
the brand up.

I built the identity, packaging and experience around products made by independent makers.

EarResistibly Cute / 2023 to 2025

A business built around other makers' work

The problem
I sold handmade earrings from other makers. The products needed an identity, a store and a reason to be remembered.
The idea
Build one brand around a changing range of handmade pieces.
The execution
I built the identity, packaging, store, photography, social presence and market booth.

Brand identity

Name, logo, palette and the way it all held together.

Packaging

What the order felt like to open.

Photography

Every product and lifestyle shot, planned and shot by me.

Ecommerce

The store, the merchandising and the product pages.

Social

Content, posting and the brand's voice online.

Booth + signage

How the brand looked standing in a room at markets.

Customer experience

How people were greeted, helped and followed up with.

Marketing

Promotions, launches and paid support.

Digital Experience

A website
with a job to do.

The goal was not simply to redesign a website. It was to make the experience more useful, engaging and effective for people considering adoption.

South Utah Valley Animal Shelter
The problem
The existing experience gave people information, but didn't do enough to help them connect with the individual animals.
The idea
Turn each profile into something that feels more like meeting the animal than reading a database entry.
The experience
Keep the honest details, then add personality, context and clearer next steps so every page works harder toward adoption.
Homepage

From a listing to a reason to look closer

Animal Profile

More like meeting them, less like reading a record

Strategic thinking + customer experience + creative problem solving + digital thinking

Experience

Snapshot.

  1. Aug 2021 to Present

    Revity Marketing

    Marketing Strategist | Creative Lead

    29 brands. Campaign strategy, creative direction, lifecycle, ecommerce, art direction and performance.

  2. 2023 to 2025

    EarResistibly Cute

    Founder

    Built the brand, ecommerce experience, photography, packaging, social presence and physical retail around handmade products from independent makers.

  3. Jun 2019 to Aug 2021

    Halftee Layering Solutions, Lindon, UT

    Marketing Director

    Marketing strategy, campaigns, creative, social, photography and team leadership.

  4. Feb 2018 to Mar 2019

    Clear Task Solutions, Orem, UT

    Digital Marketing Manager

    Digital marketing, client social strategy and website work, including 262.6% Facebook audience growth in one year.

Toolbox

What's in the bag.

Design + Creative

  • Adobe Creative Cloud
  • Photoshop
  • Illustrator
  • InDesign
  • Premiere Pro
  • Lightroom
  • Figma
  • CapCut

Ecommerce + Lifecycle

  • Klaviyo
  • Shopify

AI + Rapid Prototyping

  • ChatGPT
  • Claude
  • Lovable

Marketing / Strategy Capabilities

  • Digital Marketing Strategy
  • Campaign Development
  • Lifecycle Strategy
  • Ecommerce
  • CRO
  • Testing
  • Analytics
  • Customer Journey
  • Creative Strategy

Creative Capabilities

  • Art Direction
  • Creative Direction
  • Concept Development
  • Photography
  • Video
  • Video Editing
  • Graphic Design
  • Visual Storytelling
  • Brand Identity
  • Mood Boards
  • Storyboards
  • Shoot Planning

Strategy meets
creative here.

I like the idea. I like making the idea. And I really like finding out if the idea worked.

Let's talk