At Ruggable, I was tasked with improving the performance of our major promotional campaigns, including BFCM and seasonal sales, which had underperformed in previous years due to inefficient budget allocation and lackluster creative strategies. I conducted a full review of our promo playbook and identified key gaps in bidding tactics, creative execution, and testing discipline. From there, I built a structured promotional strategy that introduced clearer audience segmentation, refined budget pacing, and more dynamic creative tailored to different stages of the funnel. I also introduced testing frameworks to evaluate attribution models, channel mix, and creative variations in real-time, ensuring each campaign was continuously optimized during flight. As a result, we exceeded forecasted promo sales by 5%, while improving efficiency and profitability during peak demand periods. This new structured approach became the foundation for how we executed all major sales events moving forward.

At Ruggable, a leading DTC home brand, James led performance marketing in Canada, where he identified and corrected key inefficiencies that were limiting profitability and brand growth. After conducting a deep audit of Meta campaigns, James found that promo-heavy ads made up 45% of spend, creating an overreliance on discounting and weakening the brand’s equity.

He developed a new market strategy focused on rebalancing the media mix. This included reducing dependence on promotional messaging and increasing investment in localized influencer partnerships to build deeper brand connection and engagement. James aligned cross-functional stakeholders, secured buy-in, and led execution across creative, paid media, and partnerships.

Within a year, these changes drove a 17% YoY increase in the Canadian business, improved campaign efficiency, and contributed to stronger brand sentiment. The success of the strategy also positioned Canada as a testing ground for future international growth initiatives

At Ruggable, James led creative testing and optimization for Meta Shopping Ads, where he identified a key opportunity to improve performance by enhancing the image. While Shopping Ads were performing well, they relied heavily on flat-lay rug images that lacked engagement and failed to stop the scroll. James hypothesized that upgrading the creative would drive stronger results. He led the integration of Marpipe to test dynamic, performance-focused templates, and collaborated with the creative team to launch a new lifestyle image catalog featuring the top-performing static images across 150+ best-selling designs. The results were immediate. Marpipe templates decreased CPC by 3% and CPA by 9%, while the lifestyle images featured in the catalog led to a 25% drop in CPC. These improvements elevated the efficiency of Shopping Ads and helped drive a broader shift in how creative was used across paid media channels.