Product management across a creator marketing platform connecting brands and creators
For 5 years I’ve worked on the product team at #paid, a creator marketing platform connecting enterprise brands with creators across Instagram, TikTok, YouTube, Snapchat, and Meta. The platform supports three distinct user groups simultaneously: creators, brands, and internal CX teams responsible for facilitating campaigns through a high-touch white glove service model.
My work spanned creator discovery tools, platform-wide API integrations, campaign management systems, content approval workflows, reporting dashboards, messaging infrastructure, usage rights tooling, and internal operational systems. Many of these features required balancing the needs of all three user types while also navigating the realities of a multi-year platform migration from a legacy 1.0 architecture into a rebuilt 2.0 environment.
The most rewarding part of the role was operating at the intersection of user empathy and product pragmatism: building systems that meaningfully reduced operational overhead for CX teams while simultaneously improving clarity, trust, and usability for brands and creators at scale.
Led the product strategy and UX for multi-platform performance dashboards that consolidated campaign results across Instagram, TikTok, YouTube, and Snapchat. The system surfaced campaign-level reporting, deliverable-level breakdowns, and post-by-post analytics while accounting for the vastly different metrics each platform exposes through their APIs.
Owned API integration initiatives across Meta, Instagram, TikTok, YouTube, and Snapchat including OAuth authentication flows, creator metric ingestion, post-level reporting systems, and unique content order ID generation required for partner-side attribution and tracking.
Built creator discovery integrations with both Meta and YouTube to improve internal creator sourcing workflows. The Meta integration leveraged a full backend search service with advanced filtering, while the YouTube integration required designing around significant API limitations using lazy-loading and progressive data enrichment strategies.
Designed and launched a usage rights purchasing system that allowed brands to license approved creator content for placements beyond organic social media including print, out-of-home, in-flight, in-game, and digital advertising. The system included creator-side rate configuration tied to posting rates, impression-based pricing workflows, licensing term management, expiry tracking, renewal reminders, and automated creator notifications.
Led the redesign of campaign management workflows into a centralized “campaign at a glance” dashboard replacing fragmented spreadsheet-based operational tracking. The system consolidated approvals, deliverable statuses, product allocations, retailer allocations, shipping information, posting calendars, and campaign summaries into a single operational layer for brands and CX teams.
Rebuilt the platform’s content approval state machine to better reflect ownership and next actions across creators, brands, and CX users. The redesign introduced clearer workflow states, revision handling, and actionable transitions that reduced confusion, duplicated work, and manual operational follow-up.
Built messaging infrastructure designed to reduce repetitive operational work for CX teams managing large creator rosters. Features included condition-based automated messaging and segmented bulk communication tools tied directly to campaign, deliverable, and workflow states.
Designed operational tooling for internal teams including job assignment systems, search and filtering interfaces, configurable table views, and creator application management workflows used to facilitate campaign staffing and creator onboarding at scale.
Worked across both legacy and rebuilt platform environments simultaneously while helping navigate a multi-year migration strategy from #paid’s original infrastructure into a new foundational architecture. Product decisions needed to account for migration sequencing, technical constraints, and interoperability between both systems.
Collaborated closely with design, engineering, CX, partnerships, sales, and executive leadership to balance user needs, technical realities, roadmap constraints, and business priorities. Much of the role involved translating operational pain points into scalable systems without overbuilding too early.