At Karma and Luck, I led the meta media buying strategy with a central goal of reducing new customer acquisition costs (NcCPA). My key approach included implementing a strategic shift from product description pages to a high-converting landing page, which increased average order value (AOV) and ultimately reduced NcCPA by over 20%. Alongside ad account consolidation, focus on high-impact creative strategy and direct response messaging we managed to exceed our target KPIs.

Leveraging these data-backed optimizations, validated through lift studies, we achieved a standout Q4 performance and set the stage for an impressive start to Q1

Joining Fierce Nature at its beginning with daily ad spend around £50, I drove exponential growth, scaling daily ad spend to over £2000 daily and positioning the brand on track for its first 7-figure month in 2025. As Head Media Buyer, I took on a multifaceted role encompassing creative strategy, persuasive copywriting, and CRO consultation, in addition to hands-on media buying. Through my targeted paid social strategy, Fierce Nature achieved a remarkable 1200% YoY growth and solidified its position as a 7-figure brand in the natural skincare sector.

I came into Melbourne Bushfood as a sole meta media buyer. My target was to get a ROAS of 2.5 on meta alone. I exceeded the 2.5 on Meta while managing the account for over 12 months while increasing spend MoM, using my ad account structure and creative strategy. This also involved switching the copywriting to more direct response as well as implementing an AOV offer. Using these optimisations we scaled to 6 figures monthly