PERFORMANCE CREATIVE STRATEGY BUILT TO SCALE
Performance creative strategy · Meta ads · Creative direction · AI-enabled workflows
I help brands find the angles worth testing, then produce them & scale them.
I develop creative strategy across the full performance cycle: from customer research, ICPs and awareness states through angles, concepts, hooks, testing and iteration frameworks.
I translate the strongest concepts directly into commercial grade media and use AI-enabled workflows to increase velocity without sacrificing brand quality.
The result is creative designed to do more than look good: it is built to scale, generate learning, adapt across formats and drive measurable business outcomes without sacrificing the brand.
9+ figures in generated revenue · 7+ figures in monthly ad spend
12.5%
Sustained hit rate.
27%
Reduction in CaC.
4.6x ROAS
Hero product, top performer.
Creative strategy starts with the customer, not the asset.
Strong creative comes from understanding the customer tension behind the brief. What they already believe, what they want, what they resist, and what might actually move them.
I leverage customer insight, comment-mined VoC, psychographic ICPs and awareness states to shape distinct angles and concepts, then translate those into testing frameworks across hooks, formats and visual executions.
The goal is not simply to find a winner. It is to understand why it worked well enough to make the next creative decision better.
ICP → Awareness → Insight → Angle → Concept → Hook → Hypothesis → Test → Learn → Iterate →
ICP → Awareness → Insight → Angle → Concept → Hook → Hypothesis → Test → Learn → Iterate →
Expertise built across three disciplines.
My approach to creative strategy comes from years spent on both sides of the creative work: conceptualizing the idea, creating the asset and measuring what happens when it goes live. Creative is the biggest growth lever in your ad account now and my 10+ years practicing multi-disciplinary marketing means I have the unique capability to build growth systems that close the gaps between insight, execution, and analysis.
01
02
12+
YEARS
MEDIA PRODUCTION
03
6+
YEARS
PERFORMANCE MARKETING
8+
YEARS
COPYWRITING
Creative Instinct. Customer Understanding. Performance Discipline.
Together, these three disciplines shape how I approach creative strategy and build systems that connect customer insight, creative execution, and measurable business impact.
Case Study 01: DTC Telehealth Company
Building a repeatable creative growth system at scale.
The company was already operating at significant paid-media scale, but creative lacked a consistent system for turning customer insight and performance data into new winners while producing at scale.
I built a creative strategy framework around distinct ICPs, awareness states, customer tensions and testable hypotheses - creating a repeatable path from insight to concept, performance learning and iteration across 100+ monthly assets and 7+ figure media spend.
27%
Lower CaC
12%
Creative hit rate
The Problem
The challenge was not simply producing more creative. At scale, volume only becomes useful when every asset is tied to a clear strategic hypothesis and contributes to a larger learning system.
The challenge became building a creative system and testing framework that connected audience insights and performance data to consistently unlock winners while iterating at scale. Operating in a tightly regulated vertical with sensitive treatments added a layer of messaging challenges as copywriting and angles had to reflect best-in-class creative strategy & direct response frameworks while factoring in compliance, brand guardrails and audience tensions.
2.8x
ROAS on top performer
The Approach
Testing frameworks were created, distinct ICPs were mapped against stages of awareness, customer tensions, objections and awareness level. Those became strategically different concepts that could be tested, analyzed and iterated.
Each concept entered the account with an explicit hypothesis: who it was for, what argument it was making, why that argument should resonate, and what success or failure would teach us. Proprietary AI systems helped supercharge creative output and close the gap between insight and execution.
The result was a creative system that could operate at high velocity without sacrificing strategic clarity; consistently turning customer insight and performance data into the next generation of creative.
Proven ICP
Problem aware
angle
+
+
72%
HOOK RATE
Proven hook structure
Humour wrap
+
Seasonal relevance
+
54%
HOLD RATE
New winner
=
31%
VIEW THROUGH RATE
The result: the highest-performing creative in company history which scaled to 6+ figures in media spend.
The winner became a springboard for the next round of hypotheses, unlocking new opportunities & growth.
New hooks for other ICPs
Product aware opening
Offer variations
Longer edits
100+
Assets per month
From Learning to Winner
For a 30+ male audience navigating a sensitive health concern, the strategic challenge was not simply problem or product awareness, it was how to address the problem or product without increasing the discomfort around it. The strongest opportunity was a problem-aware angle built around private, discreet access to care, delivered without overly explicit category language.
The hypothesis was that a new concept could outperform by stacking previously validated creative variables in a novel way with a net new visual execution. I combined a proven copy-hook structure, high-performing talent, the strongest existing angle, humour that had consistently helped disarm shame, and a seasonally relevant concept.
I directed the live-action shoot and briefed the script, motion graphics and edit around one objective: create an immediately engaging 20-second Meta video that could hold attention long enough to land the argument.