Took over the account in November of 2023. Via rigorous data analysis, creative innovation, constant optimization and general Ad Platform best practices/uplifting to current trends, was able to achieve record breaking sales for Q4 of 2023 and the entirety of 2024 - No signs of stopping anytime soon!

My approach was to identify opportunities within the existing setup, as well as innovating new audiences and identifying which creative types were the best performers through a very data driven approach, heavily using Motion as a creative analysis tool. This allowed me to make our budget allocation much more efficient, and through testing, identify new areas where we could scale with ease.

Some notable highlights here:

- Total YoY growth of 30% for all of Q4. Looking at only the periods under my management (November and December), this number increases to 42%. 

- Over these same periods, Q4 2023 saw a ROAS increase of 27% higher and November/December saw a ROAS increase of 34%

- Broke the record for highest total sales per day ever ($65k vs previous record of $34k)

- Most amount spent per day (while also earning above average ROAS and lower than average CPA) - Previous record was $1.98k spent at 2.29x, we did $3.4k at 4.36x

- By far most amount of on platform revenue earned in a single day (previous record was $10.8k, we did $22.8k)

- Last 7 days Shopify revenue up 131% YoY, last 30 days up 88% YoY

Have been successfully leading the Kyte Baby media buying team for over 2 years now, managing a team of 3 Media Buyers with a total of $1m to $3m a month in spend across Meta, Google, Pinterest, Snapchat, Tik Tok, Reddit and Bing. Average monthly revenue is upwards of $10m per month. 

Have overseen and navigated through everything from regular core periods, special sale periods, limited edition drop, PR crises, and international expansions (Europe and Oceania)

Using rigorous data analysis and staying on top of current trends and data signals, we have found the key dimensions (ranging from very specific products, to wider product categories, and even state/country they are in) to most efficiently divide our audience and product offerings into buckets which we can fine tune and scale.

This approach allows us to carefully look at budgets, optimization targets (e.g. Target ROAS, Max conversion value, etc…), and relevant copy for each audience, giving us the ability to maximize the potential of each audience and ensuring a holistic ad portfolio through diversification

As the old saying goes, never put all your eggs in one basket!

Working together for 2.5 years, initially only on Meta and Google, with a successful expansion to Tik Tok in 2023!

Initially, we started with only $70k a month in revenue in 2021, beginning to see the fruits of our work by the Spring of 2022. With the insights that we gathered during this time (audiences, creatives, products, etc…) we were able to successfully scale our existing setup and innovate upon new iterations, eventually increasing revenue to over $350k+ per month in 2023!

Some noticeable highlights and achievements:

- Successfully scaled the account across all 3 channels from $16k per month to $70k per month

- With Tik Tok being a brand new channel successfully launched (account creation, integrations, technical setup, strategizing, meeting with the Tik Tok reo teams…) as of 2023!

- We initially A/B tested an expansion on both Tik Tok and Pinterest, with the aim of keeping on the best performing channel only

- Maintained a Google ROAS of over 6x while doubling existing spend 

- Aligned with the client’s strategy to maximize the potential of these partnerships via temporary budget increases/decreases, leveraging partnership content on ads manager and leveraging created assets/existing posts within our setup

Again, rigorous data analysis, constant audience and creative testing and innovating, and maintaining a clean, co-operative relationship with the client are at the very heart of this success. 

A clean, balanced approach to marketing allowed these results to flourish!