DTC BRAND · SENIOR CREATIVE STRATEGIST · NOV 2025 – JUN 2026

DTC BRAND · SENIOR CREATIVE STRATEGIST · NOV 2025 – JUN 2026

Built a Performance Creative System That Scaled a DTC Brand from Loss to €1.27M Net Revenue

Built a Performance Creative System That Scaled a DTC Brand from Loss to €1.27M Net Revenue

Built a Performance Creative System That Scaled a DTC Brand from Loss to €1.27M Net Revenue

Premium DTC brand across 4 Shopify stores (US, UK, CA, EU)

Premium DTC brand across 4 Shopify stores (US, UK, CA, EU)

Premium DTC brand across 4 Shopify stores (US, UK, CA, EU)

€595K

€595K

Meta Ad Spend

Meta Ad Spend

3.01x

3.01x

Peak ROAS (from 2.07x)

Peak ROAS (from 2.07x)

-35%

-35%

CPA Reduction

CPA Reduction

48.6%

48.6%

Avg Hook Rate

Avg Hook Rate

430+

430+

Unique Ads Produced

Unique Ads Produced

THE CHALLENGE

Joined with zero creative systems, no testing framework, and no audience data. The brand was loss-making in Nov 2025. My job was to build everything from scratch while scaling spend.

Joined with zero creative systems, no testing framework, and no audience data. The brand was loss-making in Nov 2025. My job was to build everything from scratch while scaling spend.

Joined with zero creative systems, no testing framework, and no audience data. The brand was loss-making in Nov 2025. My job was to build everything from scratch while scaling spend.

THE SYSTEM I BUILT

A Biweekly Hypothesis-Based Creative Engine

A Biweekly Hypothesis-Based Creative Engine

A Biweekly Hypothesis-Based Creative Engine

Creative Engine Visual

Creative Engine Visual

430+ Ads

13 testing cycles bi-weekly cadence + ongoing production

70/30 Rule

70% iterations on winners 30% new concepts

4 Formats

Video, static, GIF and VSL

AUDIENCE ARCHITECTURE

7-Persona Psychographic Framework Built From Zero

7-Persona Psychographic Framework Built From Zero

7-Persona Psychographic Framework Built From Zero

200+ buyer surveys, post-purchase data, Reddit, and social listening synthesized into 7 distinct psychographic personas.

200+ buyer surveys, post-purchase data, Reddit, and social listening synthesized into 7 distinct psychographic personas.

Persona Framework Visual

Persona Framework Visual

PERFORMANCE DATA

Converge Attribution Dashboard

Motion Creative Analytics

Meta Ads Manager Ad Library

Meta Ads Manager Ad Library

Top Performing Hooks

View Ad Samples

KEY TAKEAWAYS

Hook Rate is Table Stakes

At 48.6% avg hook rate vs 25-30% industry benchmark, the first 3 seconds became our biggest lever. The CTR, ATCs and payment info added increased as a result as well.

Personas Drive Creative

The 7-persona framework drove every brief, hook, and format decision along with awareness and market sophistication levels.

Systems Beat Talent

430 ads in 8 months is about building a machine: test, learn, iterate, scale.