The 2024 election wasn’t just historic—it was a pivotal moment for WSJ. We had an opportunity not just to nurture their subscriber base, but reach a brand new one. So we piloted an audience-led campaign that reshaped how the brand now thinks about marketing. In just six weeks, I led copy development across more than 1,300 creative assets tailored to three distinct audience segments. We moved in real time—with five waves of creative optimization that flexed to what was working. The payoff? 1.1B impressions, the app’s single highest order day ever, and WSJ’s best-performing Election Week on record.