Lauryn Cantu

About Lauryn Cantu

Multidisciplinary leader with over 15 years of experience heading creative operations and production for high-performing campaigns and content. I specialize in connecting creative direction, production expertise, and operational systems to produce impactful work consistently and at scale.My current professional focus is developing performance-reactive intelligent creative systems that leverage automation, generative AI, and good old-fashioned taste to deliver effective hyperpersonalized omni-channel content. I\'ve designed and operated sustainable end-to-end pipelines in-house and agency side across diverse sectors including retail/ e-commerce/ subscription platform (Walmart+), beauty (L\'Oreal), gaming (Nintendo), consumer electronics (Western Digital, Dyson), telecommunications (Spectrum), banking and financial services (Credit One Bank), cybersecurity (Norton LifeLock), home services (HomeAdvisor, Angie\'s List, ANGI), healthcare and medical devices (Dexcom), political fundraising, and non-profit (CHLA).

Experience

1. Creative Content Director

   Deutsch

   Nov 2024 — Present · Los Angeles, CA, US

   Lead self-contained content studio continuously developing optimized creative based on real-time performance insights for Walmart+, while delivering measurable improvements in volume, creative diversity, turnaround times, and testing velocity. • Drive demonstrable improvements in team efficiency. Delivered 44% increase in creative workstreams without increasing headcount by centering a multidisciplinary approach to content production and implementing optimizations to team, tools and processes accordingly.• Demonstrate creative effectiveness with stable or increased click-through rate (CTR) and video completion rate (VCR) despite significant increases in media investment/ impressions, and support double-digit YoY membership growth.• Contributed to performance business growth within the agency, pitching performance capabilities for new business and delivering mid, and upper funnel work for Walmart+ and performance work for Nintendo.• Key creative and production contributor to development of proprietary AI orchestration platform. Architected video automation system, immediately exponentiating platform capabilities. Piloted first real-world use cases and defined critical pre-launch user insights, completing hundreds of production-ready video assets in the process.

Education

• University of Southern California

  BFA

  2006 — 2010

Skills

• Video Editing
• Game Shows
• Plays
• Photoshop
• Project Coordination
• Post Production
• Producing
• Broadcast Production
• Film
• Web Video
• Comedy
• Reality
• Final Draft
• Casting
• Pre-Production
• Production Managment
• Commercials
• Documentaries
• Movie Magic Budgeting
• Screenwriting
• Film Production
• Voice Over
• Presentation Design
• Entertainment
• Stage