Right Side Up Talent Spotlight: Cory Verschueren

Get to know Cory Verschueren, Head of Performance Creative at Right Side Up. He leads Studio RSU, guiding clients with strategy-based creative services. 

Right Side Up brings your creative ideas to life, courtesy of Studio RSU. We work with you to understand your business, brand, and buyers—and leverage that understanding to create high-performing campaigns with assets for every channel.

Cory Verschueren leads this effort for Right Side Up, tapping into his creative expertise to guide clients with strategy-based creative services. In his role, Cory and the Studio RSU team have shipped over 500 ads, participated in an organization’s rebrand, and developed the user interface for a client’s mobile app.

Let’s get to know Cory and what motivates him as Right Side Up’s Head of Performance Creative.

Q&A with Cory Verschueren

Cory, who started at Right Side Up in March 2024, joins us for this Talent Spotlight, a series profiling Right Side Up employees and growth marketing consultants within our talent network. It’s an opportunity to chat with experts and share who they are, their marketing insights gathered over the years, and how they balance work and life.

Here’s our conversation with Cory—in which he discusses his role at Right Side Up and how he spends his time outside of work.

Where is home these days? What is your work environment like?

I currently reside in Los Angeles, California, and work from what I call the ‘command center.’ I use a 49-inch ultra-wide monitor and often have dozens of windows and tabs open simultaneously, so it looks like I’m coordinating a space launch for NASA.

What’s your title, how would you describe your current role at Right Side Up, and how long have you been with us?

As the Head of Performance Creative, I took over our creative division—Studio RSU—earlier this year, so I provide Right Side Up’s clients with strategy-based creative services.

Studio RSU is unique because we can join and complement a client’s in-house team. Whether driving high-velocity creative testing and strategy on Meta or helping clients prepare for a large conference with print, sales, and marketing collateral, there’s never a dull moment, and our team is ready for anything.

Tell me about your professional background and area(s) of expertise. Any achievements you’re proud of or notable brands you’ve worked with?

Throughout my career, I’ve worked in several industries: fashion (Techstyle Fashion Group), toys (Hasbro, Mattel, Funrise), beauty (BoxyCharm, Fenty Beauty), and beyond.

What excites you about growth marketing? Has your work changed since you first started? What do you see for the future of growth marketing?

Creative and data’s intersection is what keeps me going. When I was first exposed to performance marketing in 2014, I realized that I didn’t need to create stuff just to create. I could utilize data to indicate whether a creative asset resonated with the audience.

But don’t get me wrong: I love elevated and polished creative. It’s just that when you dive into the numbers behind it, you realize that all the work and money put into creating a big campaign either did or didn’t resonate with the prospective audience or customer base. So now I find a happy medium—using strategy to create killer work that also achieves its purpose for a campaign.

In the performance media space, I noticed an emphasis on buying strategy, day-to-day campaign optimization, and other backend levels you could pull to boost performance. As time has passed, we’ve seen a shift where creative is also one of those key elements to earn better performance. In the last few years, Meta’s representatives have told us directly that the algorithm will find the audience if you make creative that resonates.

Creative is now more important than ever, which means the brands we work with are scaling faster, hitting campaign objectives sooner, and reaching new and untapped audiences due to Studio RSU’s creative strategy and design.

What has the structure and flexibility of Right Side Up’s model allowed you to do outside of work?

Because of this work-from-anywhere model, I’ve been able to take a 10-day road trip with my parents around California, go on a five-day backpacking trip, and take a few extended weekend trips to recharge.

What did you want to be when you grew up?

As a young lad, I really wanted to become a marine biologist to explore and research aquatic life. I still love being around and in the water discovering the underwater world.

What TV show, podcast, book, video game, recipe, or other interest are you loving right now?

Right now, I’m obsessed with ODESZA’s album The Last Goodbye. Overall, it’s a compositionally great sound and there’s flow across the entire album. I had the luxury of seeing them play it live twice, and my mom—who’s now a fan—has seen them with me.

What was your first concert?

Coldplay or One Republic—it was quite a long time ago. Since then, I’ve attended at least 1,000 concerts. I’m very much a fan of live music.

What’s your favorite place you’ve traveled to? Why?

I've enjoyed Finland. Nordic culture is so open and friendly, and the food in Finland is incredible. I was lucky enough to see the northern lights from my hotel in Helsinki, which isn't that common.

Join Us at Right Side Up

Cory and the entire Studio RSU team bring ideas to life daily for our clients, and it’s easy to see why they’re effective. Wide-ranging experiences and interests, like Cory’s, fuel creativity. Studio RSU also succeeds with an approach that incorporates data. Whereas creative teams were long viewed solely as makers, Cory leads Studio RSU with a mindset that leverages results and insights to craft creative assets that bring a client’s vision to life while helping them move the needle, too.

‍Check out our opportunities page for internal roles at Right Side Up and our freelance application to join a network of top-tier growth marketing consultants. And if you’re looking to boost your creative capabilities, let’s chat.