Overview: Following almost a year of below target results, a 7-figure DTC brand onboarded me 10 weeks ahead of Black Friday. I was the sole creative strategist for the brand, and responsible for all research, strategy development, briefing and developing a creative system to help scale creative testing.

Approach: - I conducted thorough research to understand the client's market position, consumer behavior, and competitive landscape. This involved analyzing historical creative data, market trends, and consumer insights to tailor a strategy that resonates with the target audience. - Based on the research findings, I crafted comprehensive creative briefs. These briefs outlined the creative direction, messaging, and marketing tactics that would be most effective for the client during the Q4 period, especially focusing on the Black Friday/Cyber Monday (BFCM) weekend.

Results: - Historical Revenue Achievement: The brand experienced the highest revenue day in its 4-year history. - Significant Year-Over-Year Growth: Revenue for the BFCM weekend was up by 13% compared to the previous year. - Cost Efficiency: The cost-per-acquisition (CPA) was 15% below the brand's target, indicating a highly efficient campaign.

The success of this campaign demonstrates the power of a well-researched creative strategy. By understanding the client's needs, the competitive landscape, and the market dynamics, I was able to deliver a plan that not only met but exceeded expectations, helping set a new revenue record for the client.

Overview: A brand in the sports equipment category approached me to take on creative strategy as they weren't seeing success with most ads for their $500 hero product. Specifically, video ads had rarely stopped the scroll and hook rates were often below 10%. I was the sole creative strategist for the brand, and responsible for all research, strategy development, briefing and developing a creative system to help scale creative testing.

Approach: - I conducted thorough research to understand the client's market position, consumer behavior, and competitive landscape. This involved analyzing historical creative data, market trends, and consumer insights to tailor a strategy that resonates with the target audience. - Based on this research, I was able to pinpoint a common purchase objection: price. There was a lack of education in the market about the product so most potential customers weren't able to justify the price. - From there, I took existing video content (in the client's content library) and provided a detailed brief to the video editor outlining the script and storyboard to turn existing video footage into an objection-busting performance creative. - To stop the scroll, I spent time research organic content the target persona was likely consuming to understand what to prioritize in our new hooks.

The Results: The first set of hook tests drove thumstop rates between 30-38%, the highest seen for the category in the account over the last 6+ months. These learnings, combined with other tests launched at the same have resulted in a video iteration driving an above target ROAS.