In a fast-paced growth environment, I executed an intensive creative testing strategy on Meta platforms, experimenting with different angles, hooks, storytelling formats, creators, arguments, and CTAs. By analysing performance and identifying top-performing elements, I doubled down on what worked best to maximise results.

Understanding the platform foundations was key, starting with mid-funnel conversion objectives and gradually moving towards lower-funnel optimisation as more data and budget became available. This approach began with a dedicated creative testing campaign, followed by the development of a scale campaign, leveraging the best creative assets for significant growth.

Working with a well-established company required a deep understanding of metrics, customer journey, and attribution to drive continued YoY growth despite large-scale budgets. I conducted incremental testing (MMM, MTA, CLS) to measure the true impact of channels and campaigns. I've launched new acquisition channels (such as affiliates and referral programs), and implemented pLTV models to refine LTV targeting and results. Additionally, I optimised campaign performance through rigorous testing and doubled down on CRO initiatives to improve funnel efficiency.

These efforts resulted in sustained growth and stronger overall business performance.