Yelp: From 2 to 30 - Building a Creative Operating System at Scale

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FROM THE WORK
Yelp: From 2 to 30 - Building a Creative Operating System at Scale
From The Work
IAC - One Lead, Three Brands: The Internal Agency Model
From The Work
AI as a Creative Co-Pilot: A Practical Guide
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The System Nobody Used
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How I Built an AI-Human Creative System (And What Actually Worked)
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Living Like Kevin: How a 25-Year-Old Film Became a $500K Revenue Campaign
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Why UX Writing is the Most Important Element of Narrative Design in Your Product
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Why Internal Brand Strategy is Your Most Powerful Growth Engine
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Why "Data-Driven" is Killing Your Creativity (And Why "Data-Informed" is the Solution)
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What the Level Design of Dark Souls Can Teach Us About Employee Onboarding
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What the Architectural Principles of Tadao Ando Can Teach Us About UX Design
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What is Creative Ops? A Practical Guide to Building a More Efficient Creative Workflow
From The Work
What is "Radical Empathy"? (And Why It's the Most Undervalued Asset in Business and Art)
From The Work
What Hiring Managers in Product and UX Really Want to See in a Creative's Portfolio
From The Work
UX Writing is More Than Microcopy—It's Narrative Design
From The Work
The Storytelling Genius of Video Game "Lore": What Brands Can Learn from Elden Ring
From The Work
The Rise of the Full-Stack Creative: Why Marketing Teams Need to Rethink Creative Roles
From The Work
The Psychology of a Perfect Pitch: How to Frame Your Story to Speak Directly to the Primal Brain
From The Work
The Perfect Creative Brief Template (And Why It Will Save Your Next Project)
From The Work
The Manifesto of the Full-Stack Creative
From The Work
The Full-Stack Triumph of Barbie: Narrative, Marketing, and Product
From The Work
The Full-Stack Deconstruction of a Hit K-Pop Group: A Case Study in Narrative, Product, and Community
From The Work
The Empathetic Leader's Playbook: How to Build Resilient and Innovative Teams
From The Work
The Complete Brand Storytelling Framework: A Step-by-Step Guide
From The Work
The Art of the Post-Mortem: A Creative Leader's Guide to Learning from Wins and Losses
From The Work
The Anatomy of a Flop: A Full-Stack Post-Mortem of Quibi
From The Work
The 7 Essential Tools for Creative Leaders: A Full-Stack Toolkit
From The Work
The 30M Impression Campaign: How Storytelling and Earned Media Turned a Brand Activation into a Cultural Moment
From The Work
The "Unreliable Narrator": A Deeply Creative Trope You Should Be Using in Your Brand Marketing
From The Work
The "Second Brain" for a Full-Stack Creative: My System for Capturing, Connecting, and Creating Ideas
From The Work
The "GTM" is Your Third Act: Applying Narrative Structure to Your Go-to-Market Plan
From The Work
The "Creative Capital" Framework: How to Allocate Your Time and Energy Like a Venture Capitalist
From The Work
The "Chief Narrative Officer": Why This Will Be the Most Important C-Suite Role in the Next Decade
From The Work
Scaling Creative Operations at Yelp: The Systems That Made It Possible
From The Work
Narrative Marketing vs. Performance Marketing: Why Story-Driven Campaigns Win
From The Work
Moonbeam: 0 to Acquisition — Building a TikTok-Style Podcast App from Beta to Exit
From The Work
Leader's Guide to Managing Freelancers and Creative Agencies
From The Work
How to Lead a High-Performing Remote Creative Team
From The Work
Avenues: The World School - Building a Global Brand System Across Two International Campuses
From The Work
How to Build a Brand Voice from Scratch: A Startup Case Study
From The Work
How to Apply Product Thinking to Your Creative Process
From The Work
How We Used User Journey Design to Boost a Creator Platform’s Retention by 30%
From The Work
How We Used Narrative to Increase Audience Reach by 40%: An IAC Case Study
From The Work
How We Drove 30 Million Impressions for Yelp’s National “Servies” Campaign
From The Work
How We Built a Creative Operating System to Increase Campaign Efficiency by 25% at Yelp
From The Work
How We Aligned Creative and Product to Build a Better Content Pipeline at Yelp
From The Work
First Principles Thinking for Creatives: How to Deconstruct Any Story or Brand Problem to its Core
From The Work
Deconstructing Haiku: How the 5-7-5 Structure Can Revolutionize Your UX Microcopy
From The Work
Creative Strategy Isn't Just for Agencies—It's a Core Business Function
From The Work
An Agile Creativity Framework: How to Run Your Creative Team Like a Product Squad
From The Work
AI as a "Creative Co-Pilot": A Practical Guide for Agencies and Studios
From The Work
A Leader's Guide to Managing Freelancers and Creative Agencies
From The Work
GTM Strategy Case Study: How We Launched a Startup MVP
From The Work
5 Enduring Lessons from a Decade of Leading Brand Campaigns
From The Work
World-Building-as-a-Service: The Next Big Agency Model
From The Work

BALANCE IN
MOTION FOR
A BETTER LIFE
Yelp: From 2 to 30 - Building a Creative Operating System at Scale
BALANCE IN
MOTION FOR
A BETTER LIFE
IAC - One Lead, Three Brands: The Internal Agency Model
BALANCE IN
MOTION FOR
A BETTER LIFE
AI as a Creative Co-Pilot: A Practical Guide
BALANCE IN
MOTION FOR
A BETTER LIFE
The System Nobody Used
BALANCE IN
MOTION FOR
A BETTER LIFE
How I Built an AI-Human Creative System (And What Actually Worked)
BALANCE IN
MOTION FOR
A BETTER LIFE
Living Like Kevin: How a 25-Year-Old Film Became a $500K Revenue Campaign
BALANCE IN
MOTION FOR
A BETTER LIFE
Why UX Writing is the Most Important Element of Narrative Design in Your Product
BALANCE IN
MOTION FOR
A BETTER LIFE
Why Internal Brand Strategy is Your Most Powerful Growth Engine
BALANCE IN
MOTION FOR
A BETTER LIFE
Why "Data-Driven" is Killing Your Creativity (And Why "Data-Informed" is the Solution)
BALANCE IN
MOTION FOR
A BETTER LIFE
What the Level Design of Dark Souls Can Teach Us About Employee Onboarding
BALANCE IN
MOTION FOR
A BETTER LIFE
What the Architectural Principles of Tadao Ando Can Teach Us About UX Design
BALANCE IN
MOTION FOR
A BETTER LIFE
What is Creative Ops? A Practical Guide to Building a More Efficient Creative Workflow
BALANCE IN
MOTION FOR
A BETTER LIFE
What is "Radical Empathy"? (And Why It's the Most Undervalued Asset in Business and Art)
BALANCE IN
MOTION FOR
A BETTER LIFE
What Hiring Managers in Product and UX Really Want to See in a Creative's Portfolio
BALANCE IN
MOTION FOR
A BETTER LIFE
UX Writing is More Than Microcopy—It's Narrative Design
BALANCE IN
MOTION FOR
A BETTER LIFE
The Storytelling Genius of Video Game "Lore": What Brands Can Learn from Elden Ring
BALANCE IN
MOTION FOR
A BETTER LIFE
The Rise of the Full-Stack Creative: Why Marketing Teams Need to Rethink Creative Roles
BALANCE IN
MOTION FOR
A BETTER LIFE
The Psychology of a Perfect Pitch: How to Frame Your Story to Speak Directly to the Primal Brain
BALANCE IN
MOTION FOR
A BETTER LIFE
The Perfect Creative Brief Template (And Why It Will Save Your Next Project)
BALANCE IN
MOTION FOR
A BETTER LIFE
The Manifesto of the Full-Stack Creative
BALANCE IN
MOTION FOR
A BETTER LIFE
The Full-Stack Triumph of Barbie: Narrative, Marketing, and Product
BALANCE IN
MOTION FOR
A BETTER LIFE
The Full-Stack Deconstruction of a Hit K-Pop Group: A Case Study in Narrative, Product, and Community
BALANCE IN
MOTION FOR
A BETTER LIFE
The Empathetic Leader's Playbook: How to Build Resilient and Innovative Teams
BALANCE IN
MOTION FOR
A BETTER LIFE
The Complete Brand Storytelling Framework: A Step-by-Step Guide
BALANCE IN
MOTION FOR
A BETTER LIFE
The Art of the Post-Mortem: A Creative Leader's Guide to Learning from Wins and Losses
BALANCE IN
MOTION FOR
A BETTER LIFE
The Anatomy of a Flop: A Full-Stack Post-Mortem of Quibi
BALANCE IN
MOTION FOR
A BETTER LIFE
The 7 Essential Tools for Creative Leaders: A Full-Stack Toolkit
BALANCE IN
MOTION FOR
A BETTER LIFE
The 30M Impression Campaign: How Storytelling and Earned Media Turned a Brand Activation into a Cultural Moment
BALANCE IN
MOTION FOR
A BETTER LIFE
The "Unreliable Narrator": A Deeply Creative Trope You Should Be Using in Your Brand Marketing
BALANCE IN
MOTION FOR
A BETTER LIFE
The "Second Brain" for a Full-Stack Creative: My System for Capturing, Connecting, and Creating Ideas
BALANCE IN
MOTION FOR
A BETTER LIFE
The "GTM" is Your Third Act: Applying Narrative Structure to Your Go-to-Market Plan
BALANCE IN
MOTION FOR
A BETTER LIFE
The "Creative Capital" Framework: How to Allocate Your Time and Energy Like a Venture Capitalist
BALANCE IN
MOTION FOR
A BETTER LIFE
The "Chief Narrative Officer": Why This Will Be the Most Important C-Suite Role in the Next Decade
BALANCE IN
MOTION FOR
A BETTER LIFE
Scaling Creative Operations at Yelp: The Systems That Made It Possible
BALANCE IN
MOTION FOR
A BETTER LIFE
Narrative Marketing vs. Performance Marketing: Why Story-Driven Campaigns Win
BALANCE IN
MOTION FOR
A BETTER LIFE
Moonbeam: 0 to Acquisition — Building a TikTok-Style Podcast App from Beta to Exit
BALANCE IN
MOTION FOR
A BETTER LIFE
Leader's Guide to Managing Freelancers and Creative Agencies
BALANCE IN
MOTION FOR
A BETTER LIFE
How to Lead a High-Performing Remote Creative Team
BALANCE IN
MOTION FOR
A BETTER LIFE
Avenues: The World School - Building a Global Brand System Across Two International Campuses
BALANCE IN
MOTION FOR
A BETTER LIFE
How to Build a Brand Voice from Scratch: A Startup Case Study
BALANCE IN
MOTION FOR
A BETTER LIFE
How to Apply Product Thinking to Your Creative Process
BALANCE IN
MOTION FOR
A BETTER LIFE
How We Used User Journey Design to Boost a Creator Platform’s Retention by 30%
BALANCE IN
MOTION FOR
A BETTER LIFE
How We Used Narrative to Increase Audience Reach by 40%: An IAC Case Study
BALANCE IN
MOTION FOR
A BETTER LIFE
How We Drove 30 Million Impressions for Yelp’s National “Servies” Campaign
BALANCE IN
MOTION FOR
A BETTER LIFE
How We Built a Creative Operating System to Increase Campaign Efficiency by 25% at Yelp
BALANCE IN
MOTION FOR
A BETTER LIFE
How We Aligned Creative and Product to Build a Better Content Pipeline at Yelp
BALANCE IN
MOTION FOR
A BETTER LIFE
First Principles Thinking for Creatives: How to Deconstruct Any Story or Brand Problem to its Core
BALANCE IN
MOTION FOR
A BETTER LIFE
Deconstructing Haiku: How the 5-7-5 Structure Can Revolutionize Your UX Microcopy
BALANCE IN
MOTION FOR
A BETTER LIFE
Creative Strategy Isn't Just for Agencies—It's a Core Business Function
BALANCE IN
MOTION FOR
A BETTER LIFE
An Agile Creativity Framework: How to Run Your Creative Team Like a Product Squad
BALANCE IN
MOTION FOR
A BETTER LIFE
AI as a "Creative Co-Pilot": A Practical Guide for Agencies and Studios
BALANCE IN
MOTION FOR
A BETTER LIFE
A Leader's Guide to Managing Freelancers and Creative Agencies
BALANCE IN
MOTION FOR
A BETTER LIFE
GTM Strategy Case Study: How We Launched a Startup MVP
BALANCE IN
MOTION FOR
A BETTER LIFE
5 Enduring Lessons from a Decade of Leading Brand Campaigns
BALANCE IN
MOTION FOR
A BETTER LIFE
World-Building-as-a-Service: The Next Big Agency Model
POINT OF VIEW

The Challenge
In 2021, Yelp's creative team was a 2-person operation trying to support a public company's marketing needs. Every campaign was built from scratch, timelines were unpredictable, and stakeholders across Product, Marketing, and Partnerships were frustrated by bottlenecks.
The ask: Scale the team and build infrastructure that could support growth without sacrificing quality or speed.
How I Approached It
I treated this like building a product, not just hiring people.
Phase 1: Systems Before Scale
Built the operational foundation:
- Platform-wide content systems (CMS, templates, brand standards)
- Workflow automation and project management frameworks
- Vendor ecosystem for 20-25 freelancers and agencies
- Cross-functional collaboration rituals with Product, UX, Marketing
Phase 2: Strategic Team Growth
Scaled from 2 to 30 with intention:
- Hired for specialized skills (designers, writers, producers, PMs)
- Created training programs and documentation
- Built creative brief and QA systems
- Established brand consistency checks
Phase 3: Performance & Iteration
Made the operation measurably better:
- Tracked campaign metrics (impressions, engagement, conversion, brand lift)
- Ran post-mortems to identify bottlenecks
- Codified what worked, killed what didn't
- Created predictable delivery timelines
The Work
Notable Campaigns:
- Led campaign generating 30M+ impressions (Bon Appétit, Page Six, NY Times coverage)
- Directed "The Servies" - 3M+ impressions, 17K+ public votes
- Creative lead on digital experience awarded Awwwards Site of the Day
Results
Team & Operations
2 → 30 People
Scaled creative operation 15x while maintaining quality
100+ Campaigns/Year
Integrated campaigns across digital, social, video, partnerships
20% Faster Delivery
Reduced campaign time through workflow optimization
Business Impact
25% Brand Visibility Increase
Measured via impressions, reach, brand lift studies
15% Engagement Growth
CTR, time-on-page, social interactions
20% Conversion Lift
Through content systems and UX collaboration
Recognition
Awwwards Site of the Day
- Honorable Mention for design innovation
30M+ Impressions
Flagship campaigns with earned media
$2-5M Budget
Full P&L accountability
Key Takeaways
What Made This Work
Systems > Bodies
Didn't just hire more people—built infrastructure that made each person 10x more effective.
Creative as Partner, Not Service Org
Embedded early in planning cycles. Stakeholders trusted us to deliver.
Measured Everything
Connected creative work to business results. This earned budget and headcount.
Key Takeaway
You can't scale creative by just adding bodies. You scale by building systems, workflows, and measurement that let talented people do their best work consistently.
When I joined, Yelp's creative team was underwater. When I left this role, it was a well-oiled machine that stakeholders trusted—and that's what enabled the business to move faster.

Yelp: From 2 to 30 - Building a Creative Operating System at Scale

The Challenge

How I Approached It

Phase 1: Systems Before Scale

Phase 3: Performance & Iteration

The Work

Results

Team & Operations

Business Impact

Recognition

Key Takeaways

What Made This Work

Key Takeaway