Creative Strategist & Senior Performance Marketer
15+ years turning scroll into revenue. I research customers, write converting scripts, test creative at scale, and iterate until the numbers say yes.
Who I Am
I started as a media buyer who couldn't stop asking "why does this creative win?" That curiosity turned into a discipline. Today I sit at the intersection of creative and performance — the person who knows a script is broken before it goes live, and knows exactly how to fix it when the data confirms it.
For 15+ years I've scaled DTC brands from $50K to $200K+ in monthly ad spend across Meta, Google, and TikTok. I've managed 31+ ad accounts spanning the Philippines, Malaysia, Singapore, and the US — across fitness equipment, beauty, apparel, sneakers, and financial services.
The through-line in every account: creative is the variable. The brands that win test faster, document better, and iterate smarter. That's what I build — not just ads, but a creative testing machine that compounds over time.
I write scripts that sell without feeling like sales. I build personas from real comment sections, not assumptions. And I treat the knowledge base like the most valuable asset in the company — because in creative strategy, it is.
Creative Process
Every winning ad starts the same way: with relentless customer empathy and competitor obsession — not vibes.
Proven Results
Managed the complete paid media operation for a US fitness equipment brand with budgets that scaled from $50K to $200K/month depending on seasonality — managing the creative strategy, campaign structure, and media buying in parallel.
Built a full-funnel campaign architecture: cold traffic prospecting via CBO with broad targeting, a dedicated retargeting layer with custom audiences, and Advantage+ catalog campaigns for bottom-funnel recovery. Each layer had its own creative brief strategy tailored to the buyer's stage.
Key creative insight: the winning hook was never the product feature — it was the identity transformation. "You, but unbothered by pain" outperformed "Our equipment has X feature" by 3x CTR consistently. That customer empathy framework became the foundation for all scripts.
Led creative scaling for a fashion/dance footwear brand operating a 4,800+ ad creative library across Meta. This wasn't just buying media — it was systematic creative production: briefing, testing, documenting, and iterating at a pace most brands never reach.
Developed a creative testing matrix where each new ad variant isolated a single variable — headline, hook format, visual treatment, or CTA — so every test result fed directly into the next brief. Built whitelabel video formats with Derek Hough and product-led DPA carousel formats that consistently drove sub-$65 CPP at scale.
Delivered structured weekly creative briefs for the editing team, specifying hook angle, visual cues, script tone, and performance hypothesis for each concept — the same workflow I bring to every new brand.
Designed and executed a focused one-week retargeting campaign built around creative that spoke directly to warm audiences — people who had already seen the product but hadn't converted. The script strategy was deliberate: remove the brand awareness layer, amplify urgency and social proof, and match the creative tone exactly to where the buyer was in their decision.
The "CheatCode" creative concept — which framed the product as the unfair advantage — achieved a 9.93x ROAS. The naming and positioning were strategic: a retargeting audience needs to feel like they're getting insider access, not being sold to again.
Built the complete UGC video creative brief system for a Singapore-based beauty brand — covering talent direction, scene-by-scene Veo prompts, text overlay specs, and hook strategies. The system is designed so any video editor or content creator can execute the creative vision without ambiguity.
Each brief includes the strategic rationale behind every creative choice: why this hook angle, what pain point it targets, what text overlay goes where and why, and what the creative must achieve at each second of the video. That level of documentation is what separates good creative from a repeatable creative system.
Creative Thinking
This is how I think about creative for a beauty e-commerce brand — customer empathy first, performance always.
These are sample hooks built specifically for the beauty DTC space. In practice, each angle is developed from actual customer language — pulled from product reviews, social comments, Reddit threads, and competitor ad libraries — then tested against real audiences before it becomes a "format."
Accounts Managed
A cross-section of active and past accounts — spanning DTC, beauty, finance, fashion, and more across Asia and the US.
Why This Role
Let's Connect
So am I. I've spent 15 years building that obsession into a system. Let's talk about what it can do for your brand.
Get in touch