ecoATM had a perception problem: consumers saw it as a place to discard old phones, not access real value. I led the development of This Is Cash — the brand's first unified platform — repositioning it around a simple truth: the device in your drawer is money you don't know you have.

I built the complete creative system: brand guidelines, messaging architecture, visual direction, and a full-funnel campaign framework that scaled across CTV, retail media, and performance channels.

• Expanded into national retail media and CTV, enabled by a scalable platform built for new channels from the start

• Delivered awareness performance across paid media, with the system continuing to power campaigns beyond the initial launch

• Shifted ecoATM from a transactional kiosk brand to one with a unified creative voice — for the first time in the company's history

Client: ecoATM