At WBS CODING SCHOOL, I led the end-to-end creation and management of performance and organic content across paid and owned channels. The work focused on producing authentic, in-house content that reduced reliance on stock imagery while supporting student acquisition and long-term brand growth- particularly for international and German applicants applying to mostly state-sponsored programs.

My role

I owned the full content lifecycle, from production to distribution:

• Recording and producing short-form and long-form video content

• Photography of real students, alumni, and employees

• Designing static and video ads optimized for Meta and YouTube placements

• Creating ad variations for testing and iteration

• Reducing stock usage to ~90–95% original content across ads and graphics

• Repurposing performance assets across organic channels for consistency and scale

  
  

All assets were produced in-house using a mirrorless DSLR camera, with video edited in Premiere Pro and After Effects, and static assets created in Lightroom, Photoshop, and Figma - enabling fast turnaround and authentic representation of the WBS community.

Performance & impact

The combination of original photography, UGC-style video, and platform-native design significantly improved brand recognizability across both paid and organic channels. Featuring real alumni and employees strengthened trust and reduced the “stock content” feel often associated with education marketing.

Paid assets were optimized for Meta and YouTube, contributing to measurable revenue impact by supporting applications for primarily state-funded programs, as well as a smaller share of self-funded courses. Organic distribution further amplified reach, growing channel visibility and reinforcing message consistency across touchpoints.