I help DTC brands develop, test, and improve performance creatives using customer insights and actual campaign data.
My experience covers both sides of paid social: creative strategy and Meta media buying. Rather than developing ads based on aesthetics alone, I study the product, customer, offer, objections, and campaign performance to determine what the next creative should communicate and test.
WHAT I CAN HELP WITH
Customer, competitor, and creative research
Ad concepts, hooks, angles, and creative briefs
UGC-style and direct-response video ads
Hook, messaging, and format variations
Meta campaign setup and management
Creative performance analysis
Testing plans and recommendations
Retargeting and offer-focused creatives
Coordination with editors and content creators
WHY THIS APPROACH WORKS
Creative strategy and media buying should inform each other.
Because I have managed live advertising campaigns, I understand how creative decisions can affect attention, click-through rate, lead quality, conversions, cost per acquisition, and return on ad spend.
Campaign data then becomes the basis for deciding what to retain, what to improve, and what to test next.
HANDS-ON BRAND EXPERIENCE
I co-founded and operated RO/Ba, a Filipino DTC men’s skincare brand, where I handled offer development, content strategy, performance creatives, Meta advertising, campaign analysis, and creative testing.
Although the brand is currently on pause, the experience gave me hands-on ownership of the complete DTC advertising cycle—from understanding the customer and developing creative concepts to launching campaigns, analyzing performance, and planning the next iteration.
I also manage content and Meta advertising for a real estate sales operation. Our campaigns have generated qualified inquiries, property viewings, and closed sales. This experience has strengthened my ability to look beyond surface-level metrics and connect creative performance with actual business outcomes.
SERVICES
DTC Creative Strategy
Customer research, competitor analysis, creative concepts, hooks, angles, briefs, and testing roadmaps.
Performance Creative Production
UGC-style ads, direct-response video editing, hook variations, captions, pacing, B-roll, and testing versions.
Meta Media Buying
Campaign setup, budget management, monitoring, optimization, creative analysis, and performance reporting.
Full Performance Creative Support
Creative strategy, ad production, Meta media buying, performance analysis, and recommendations for the next testing cycle.
I’m available for part-time roles, ongoing retainers, and project-based engagements with brands that value thoughtful testing, clear communication, and decisions grounded in customer insight and campaign performance.
