"It's actually the metrics that are the least important part of this process."
Her signature contrarian framing of creative analysis — content, not numbers, is where the work is.
"Your creator and the talent that you work with is more important candidly than the script, the arbitrary hooks that you're making."
Pushing back on the hook-obsessed creative strategy orthodoxy.
"What a lot of people don't talk about with Andromeda is that it's also grouping these different ads into different personas."
Her distinctive POV on what Meta's algorithm shift actually means for creative strategists in 2026.
"Nine out of 10 times when I talk with brands and I talk with agencies and they think it's something about the creative strategist... it's actually a failure of process."
Her load-bearing argument that underperformance is operational, not personnel.
"Something that I hear all the time is, oh, the creative strategist is the bridge for the growth team, right? I'm saying in 2026, no more."
Declaring the end of the 'strategist-as-bridge' team structure she thinks is obsolete.
"One of the most dangerous places that you can be [is] iteration paralysis... all of their creative starts to look like one another in the name of data."
Warning against the data-driven failure mode she sees most in 2025-era brands.
"You need to take bigger swings right now."
Her blunt directive to strategists over-optimizing on incremental iteration.
"The number one term that was brought up over and over again was not performance, wasn't AI, thank God... It was culture."
Reporting back from Meta's Agency and Brand Summits on where the industry is actually headed.
"I think YouTubers are the best at getting that curiosity and driving the click."
Why she studies YouTube thumbnails rather than competitor ad libraries for hook inspiration.
"I was a media buyer first, and typically I don't see media buyers always make the best creative strategists. Maybe that's a hot take."
Her hot take on the most common (and often wrong) hiring pipeline for creative strategists.
"How can I amplify my authenticity?"
The framing question she uses to evaluate every AI use case in her workflow.
"We don't need to bake in AI for AI's sake everywhere."
Her counterweight to the pure AI-enthusiast narrative in creative strategy.
"Format selection is not a strategy... but some formats make the brain really happy."
Quoting Sarah Levinger then adding her own twist — the grid format example she keeps returning to.
"The creatives that are working on paid social are the ones who are going to get the most amount of spend and results. Everything else is what I like to call storytelling KPIs."
Her clean taxonomy for what CTR and hold rate actually tell you (and don't).
"I really don't think it's that hard to train AI models — I just think that most people don't put in anywhere near the amount of effort that you need."
Pushback on the 'AI outputs aren't good enough' complaint she hears from strategists.
