Case study Direct Response

Lieberman Editing Inside a Billion-Dollar DR Engine

Senior editor inside a billion-dollar direct-response operation — pipelines that lifted output ~500%.

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Key Results

Billion-dollar engine
The trust
Handed a senior chair inside a direct-to-market operation at that scale
A/B, cut after cut
The ask
Variants built per campaign, each one answering to the last one's numbers
~500% lift
The payoff
Editorial pipelines I designed multiplied the operation's throughput
Services
Editorial Direct response A/B testing Team leadership
Roles
Senior Editor Team Lead

Direct response is the most honest genre in video: the sales numbers tell you whether the cut worked. Lieberman was a billion-dollar direct-to-market engine, and I was a senior editor inside it.

The challenge

Long-format advertising content, complicated and at volume — where every editorial choice is measured against conversion, not compliments, and the operation only works if the whole editing floor moves fast without dropping quality.

Sheer Cover on location at the Mall of America
On location at the Mall of America — the campaign shot live retail makeovers.

The craft

As senior on projects I ran the floor: second-chair editors, assistant editors, tag-team editors cutting scenes under me while I shaped the piece. And I redesigned how the work moved — editorial pipelines that raised the operation’s output by roughly 500%.

That environment was my education in A/B-tested, data-driven cutting: pacing, structure, where the offer lands — every choice tested against the version before it, with the winners shaping the next round.

Macro shot of a Sheer Cover custom mineral blend being mixed
Custom-blend product macro — the beauty coverage that anchored every segment.

Placeholder — the pulled interview line goes here, the one sentence that sells how this work got made.

Placeholder — a few lines connecting this frame to the story go here, the way the KangaRoddy write-up walks between its stills.

The outcome

An editing operation that shipped multiples more finished long-format advertising — and a discipline I’ve carried into every cut since: the edit isn’t done when it looks good; it’s done when it converts.

Hosts working a live makeover with a hand mirror at the Sheer Cover counter
Live makeover coverage, cut for direct-response pacing.
Split-screen before-and-after with the Skin Tone Evened Out title
The before/after proof moment — the beat every DR edit builds toward.

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