Strategy shaped by signal and culture, expressed through creative.
Performance and perception evolve together. These converge across four interconnected areas:
01
Signal
Architecture
02
Cultural
Positioning
03
Creative + Narrative
Direction
04
Conversion
Environment
Client Experience
Partnerships across agency and independent engagements.
Case Studies
Featured
Boutique Designer Footwear Brand
67% increase in purchases
68% ROAS improvement
Image source: Meta Ads Reporting
Exact dates and brand name redacted for client privacy
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Efficiency was the primary constraint to sustainable scale on Meta.
The objective was to increase top-line revenue while maintaining a minimum 2× ROAS. -
The strategy pivot began by prioritizing efficiency as a requisite for scale.
The Pixel and CAPI setups were reviewed to ensure proper tracking. The account structure and creative mix were evaluated to identify gaps in efficiency and critical drop-off points. -
Following the assessment:
The Meta account was restructured with a focus on consolidation to increase signal density.
A new creative framework was implemented to identify winning concepts and elements. This focused on format and concept variety, as well as new messaging angles to support the brand’s premium positioning.
Consistent testing of net new concepts and iterations of winning creatives were consistently introduced to identify winning elements and lean into the momentum.
A DPA was layered into the MOF strategy to efficiently move high-intent users down the funnel while ensuring the focus remained on TOF and incrementality.
The strategy pivot resulted in stronger CTRs and conversion rates, which in turn helped lower CPMs and expand our reach with a comparable level of spend.
Featured
Specialty Food & Beverage Brand
71% ROAS improvement
81% of previous year’s purchase volume generated with 53% less spend
Image source: Meta Ads Reporting
Exact dates and brand name redacted for client privacy. Promo dates and discount were consistent YoY.
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As BFCM was approaching, the brand wanted to ensure a positive ROAS on Meta for the promo period and prioritize efficiency over volume alone.
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This work was the result of sustained account ownership rather than a single intervention.
Over several months, I evaluated structure, creative performance, and testing discipline to understand where efficiency could compound rather than decay.
The approach for this period was informed by accumulated learnings, including prior BFCM results, in-year promotions, and top-performing evergreen creative. -
For this period, the strategy focused on deploying proven creative directions at scale rather than introducing new variables.
Spend was concentrated behind historically strong evergreen and promotional creative, with pacing coordinated around lifecycle and BFCM timing.
Creative iteration continued within those established directions to preserve efficiency while supporting revenue growth.
Featured
Premium Leather Goods Brand
127% increase in purchases
36% CPP improvement
Image source: Meta Ads Reporting
Exact dates and brand name redacted for client privacy
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With ambitious plans to scale spend and accelerate top-line growth, the brand first needed to establish stronger efficiency before increasing investment.
Given the higher CPP and lower-volume nature of the account, signal density was limited, reducing the availability of actionable performance insights. -
I evaluated performance across holistically across brand positioning, targeting, creative, messaging, and on-site performance to understand where efficiency, signal quality, and conversion confidence were breaking down.
This included assessing how creative aligned with a luxury brand position, and whether the on-site experience was sufficiently building trust and reducing friction.
From there, priorities were set around strengthening creative signal, elevating brand perception, and improving the path from click to conversion. -
Based on the assessment, the Meta strategy was adjusted to:
Broaden and strengthen targeting
Introduce a UGC-led creative strategy with a more elevated tone and concepts designed to better resonate with the audience’s actual or aspirational lifestyle
Update messaging to more clearly support a premium brand perception
On-site, I advised on CRO improvements focused on:
Post-click continuity between ads and landing pages
Trust and product clarity
Messaging refinements to appeal to aspiration and emotion
Visual hierarchy and restraint
These adjustments helped clarify creative signal, leverage creative as a targeting input, and reduce friction across the conversion path.
Featured
Heritage-Led Italian Food Brand
+5% increase in purchases
+43% ROAS improvement with 11% less spend MoM
Image source: Meta Ads Reporting
Exact dates redacted for client privacy
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As the brand sought to grow top-line revenue, paid media efficiency needed to strengthen in order to support a higher level of investment.
While the brand enjoyed consistently positive reviews and strong loyalty among its core audience, generating demand among lower-awareness audiences proved a key opportunity for growth. -
In order to establish a stronger paid media foundation and create room in efficiency for increased scale and testing, I analyzed the account structure, signal data, creative strategy, and landing page experience.
From here, I determined that the strongest opportunities lay in adjustments to targeting and expanding the creative mix.
Adjusting targeting would help guide the algorithm more effectively, while broadening the in-platform audience would help reduce costs. Testing additional creative would help prevent creative fatigue, broaden audience discovery, and give the algorithm stronger signals to optimize against. -
With the audience and creative insights in mind, I set a goal to sustain purchase volume while bringing ROAS above 2X at a consistent spend level. Maintaining steady investment allowed us to gather actionable performance insights before beginning to scale.
On the targeting side, I updated the strategy to better leverage dynamic first-party data, ensuring conversion signals remained strong and exclusions stayed current for a new-to-brand acquisition focus. I implemented Advantage+ audiences and broadened the targeting pool to help lower acquisition costs, while introducing value rules based on top-performing demographics to provide the algorithm with additional guidance at our spend level.
Creatively, we introduced a new ad format and landing page that helped increase AOV and support stronger ROAS. From there, I built a structured creative testing framework to guide new concept development and iterative testing as we worked toward scalable growth.
Selected writing on paid media, growth, creative, and culture as they relate to consumer brands.
Science of Retail explores the intersection of marketing, culture, and the evolving consumer landscape—breaking down the strategies, trends, and case studies that shape how brands grow and connect with people.
Science of Retail
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