Jess
Roush
UGC Creator + Strategist helping DTC brands test angles, refine hooks, and iterate performance-driven paid social creative.
42 y/o Millennial
Seattle-Based
Pet UGC
Couples UGC
Personal Trainer of 10+ years
Avid home DIYer + furniture flipper
Close to beaches, mountains and endless hiking trails
jess@jessroushcreative.com
My Clients
My Clients
Featured Work
Pet UGC
Sundays for Dogs
Problem-Solution
Lilypad Paint
Day In The Life
Merry People
Skincare
Glossier
Supplements
HOFNIE Creatine Gummies
SaaS
OnBento
Happy Customers
Wiatt Trujillo - Lilypad Paint
"Jess has been wonderful to work with! Content is delivered in a timely manner and is always great quality with a genuine delivery. If you have a more technical product, she is also excellent at understanding and communicating complex features with ease. Would highly recommend hiring!"
Portfolio disclaimer: Final brand ads may differ. All work shown highlights my filming and/or editing contributions.
Some examples are concept pieces created for demonstration purposes; not all brands shown represent paid partnerships.
Pets Brands
Pelsbarn
Buddy Biscuits
Beauty & Wellness
FragranceX
Blessed Be Magick
The Good Patch
Home & Couples
Pestie
The Glows
Behr Paint
Travel & Local Tourism
As a commercial UGC creator with experience producing ad-ready content for national brands, I bring conversion-driven storytelling into the travel and tourism space — blending aesthetic visuals with strategic structure designed to drive visitation and engagement.
Discover Snohomish
Spec tourism concept created to showcase Snohomish’s charm, walkability, coffee culture, and dog-friendly outdoor spaces. Designed to support tourism boards, small businesses, and local hospitality partners with scroll-stopping, story-driven short-form content.
UGC Performance + Creative Strategy Case Studies
Boosting Engagement & Conversions for Sundays
UGC-style video ad – scripted, performed, and edited by me
Overview
I created a UGC-style video ad for Sundays For Dogs, handling the scripting and editing. The goal was to highlight the benefits of their human-grade dog food and show how it solves common pet owner challenges, while driving engagement, clicks, and conversions through relatable storytelling.
Client & Challenge
Client: Sundays For Dogs
Challenge: Many pet owners struggle with finding a convenient, high-quality food option for their dogs—something free from additives or synthetics, but still tasty and easy to serve. Sundays needed authentic content that spoke directly to these pain points in a relatable way.
Strategy & Approach
Platform: Facebook & Instagram paid ads
Content Style: UGC-style, relatable storytelling
Video Length: 30 seconds, optimized for mobile
Creative Focus: Human-grade quality, zero additives, delivery convenience, and flavor dogs love
Tools Used: Scripted and edited video in CapCut
Scripted the ad around a common pain point: my own dogs’ gut and digestion issues and the lack of time to prep meals
Positioned Sundays For Dogs as the solution: high-quality ingredients, convenience, and great taste
Edited the final video with engaging cuts, captions, and hooks to grab attention in the first 3 seconds
Delivered polished content tailored for use in paid campaigns
Execution
Results After 3-Month Campaign
CTR (Click-Through Rate)
CVR (Conversion Rate)
Engagement Rate
Watch Time
ROAS (Return on Ad Spend)
Metric
Performance
1.3%
2.8%
4%
22 sec
2.4x
Huel: Finding the Untapped Buyer
Brand Audit + Creative Strategy
Brand: Huel
Category: Meal replacement/Nutrition
Tools: Motion App, Runneth AI, Meta Ad Library
The Brief
Huel is the category leader in nutritionally complete meal replacement, with $335M in revenue, 584 active paid social creatives, and a pending $1.1B acquisition by Danone. At this scale, the strategic question isn't "how do we get more visibility", it's "who are we not talking to, and what would it take to reach them?"
This project used a three-part research framework to find out.
1.
The untapped persona
The self-deprioritizing millennial woman is nowhere in Huel's creative. Her micro-moments are the most emotionally resonant in the category.
2.
The motherhood moment
"I feed everyone but myself" has zero creative representation across all four competitors. The highest-resonance trigger has never been made into an ad.
3.
Cost-per-meal proof
This audience mentally audits every purchase. An explicit cost comparison gives her the permission structure she needs to buy. No competitor is running it.
4.
Body congruence over diet culture
"Your gym game is dialed. Your nutrition should be too" speaks to her effort without triggering diet-culture resistance.
5.
Peer proof over expert proof
She trusts women who look like her reporting specific, verifiable outcomes over nutritional credentials or influencer codes. The category is built on expert proof. The whitespace is peer proof.
The recommendation
POV / Day-in-the-life video
The format no competitor will see coming.
The scene: her kitchen after the kids leave. The gym bag she packed but the lunch she forgot. The fridge she stares into at 1:45pm knowing she has four minutes before the next thing.
"You already take care of everyone. Here's the 60-second version of taking care of you."
Not aspirational. Not preachy. Just the wry, self-aware recognition that she responds to because every other brand is talking to people who want to be healthier. The whitespace is the woman who already knows exactly what she needs, and has just made herself last on the list.
The Takeaway
Huel doesn't have a reach problem. It has a recognition problem. The highest-value customer in this category is already looking for a solution, she just hasn't seen an ad that proves Huel understands her life. That's the opportunity.
Meet Dani & Dexter…
My dog UGC superstars!
Dexter is mellow and incredibly sweet. His favorite activities are (in this order) napping, eating and chasing the neighbor’s dog up and down the fence line. He also loves belly rubs and back scratches. Due to his calm demeanor, he specializes in selling dog beds (or really anything related to relaxation).
Dani is very intelligent, quite curious and a little bit sassy. Ok, a lot a bit. She enjoys barking at anything that passes by the house, playing fetch, and annoying her brother. She’s always camera-ready, especially if there are treats involved.
Let's Work Together!
Let's Work Together!
Contact Me!
Interested in working together? Fill out the form below or email me directly at jess@jessroushcreative.com, and I’ll be in touch asap!
