[Campaign creative or results screenshot]
Retail · Paid social · OMD
GAP
[One or two lines: the challenge, what you did, the outcome.]
Read the case studyPaid + organic social strategist
I help brands acquire, convert and retain customers through data-driven paid social, optimized digital experiences and thoughtful social media management.
[Headshot — wear black, emerald or icy white]
Paid social experience across
GAP
American Airlines
via OMD and EssenceMediacom
What I do
Full-funnel paid social across Meta, TikTok, Reddit, Pinterest and LinkedIn, with a focus on performance, testing and clarity.
I help brands improve how people move through their digital ecosystem, from website structure to social pathways, so traffic turns into action.
Ongoing organic social designed to build trust, consistency and brand presence, aligned with performance and business goals.
Who I work with
Growing brands, founders and teams who value clarity, performance and thoughtful execution: small to mid-size businesses, service-based brands, and DTC, lifestyle, wellness and travel brands.
Book a free consultationHow I approach growth
I start by understanding user behavior: where attention comes from, how decisions are made, and what removes friction.
01
One variable at a time.
02
Not reactive changes.
03
Performance-informed production.
04
So decisions are obvious.
Strategy first. Clean execution. Insights that drive action. And on the UX side: good UX doesn't just look clean, it removes friction.
[X%]
[Result, e.g. lower cost per lead for a client]
[$X]
[Result, e.g. annual paid social budget managed]
[X+]
[Result, e.g. years in paid social]
Selected work
About
I'm a Paid Social Manager at OMD, where I lead strategy for GAP, and before that I managed American Airlines' paid social at EssenceMediacom.
I take on a small number of freelance clients who want that same big-brand rigor without an agency retainer. I'm based in New Jersey and work with businesses across the NYC area and beyond.
FAQ
Access to your ad accounts and any past performance data, clarity on the offer, and your primary KPI.
I can guide creative direction and give performance-based recommendations. If you need full creative production, I can partner with your team or recommend support.
Most accounts need a testing window to establish reliable performance patterns. I focus on building a repeatable system, not chasing week-to-week volatility.
Yes, especially growing brands that value clarity, smart execution and long-term performance.
Yes. My recommendations are platform-agnostic and focused on structure, hierarchy and behavior.
Most recommendations are designed to be implemented quickly and iteratively.
Contact
Tell me a little about your business. I'll reply within two business days with next steps for a free consultation.
Or reach me directly: kaylastass@gmail.com · (732) 648-4020