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NewCreative strategist & performance editor
I find the angle, then I ship the ad.
Creative strategist and editor for DTC brands. 83 ads shipped in 14 days, best batch at $44.61 per order, with $3.2M+ in Meta spend behind my creative.
Creative strategy and editing for ecom and DTC brands. Research, briefs and the final cut, judged on cost per order.
−79%
Cost per order, one iteration
$485 → $104 after cutting 30 hooks to 9
83 ads
Edited in 14 days
Video, statics and AI across 22 batches
Brands I work withWarriorBabe · Macro Method · myNUMY · Holymouthwash · Soralune
Less guessing.
More orders.
More orders.
Working with for brands that sell online
WarriorBabeMacro MethodmyNUMYHolymouthwashSoralune
$3.2M+
Meta ad spend
across ecom, DTC and coaching accounts
83
Ads shipped in 14 days
video, static and AI, 22 batches
−79%
Cost per order, one iteration
$485 → $104 by cutting 30 hooks to 9
71k+
Purchases driven
tracked in Meta Ads Manager
Why most ads lose
01Strategy
I find the angle before anyone opens an editor.
Customer research, angle matrices, briefs and test plans, owned all the way to cost per order.
ResearchAnglesBriefsHooksTest plans
Results
$3.2M of spend, tracked to the purchase.
Numbers straight from Meta Ads Manager and the funnel dashboards. Brand names stay under NDA, so they’re blurred in the screenshots below.
One-product DTC brandScaling · Sep → Oct 2025
10.5×
monthly spend, $21.5k → $225.8k
8,771
purchases in October
4.13
purchase ROAS at 10× the spend
$1.1M
lifetime spend on the winning CBO
One broad CBO carried the account. The job was feeding it enough new creative to scale tenfold in a month without the return falling apart.
Fashion brand group8 months · Jul 2025 → Feb 2026
$539k
ad spend
$1.2M
purchase value
17,652
purchases
2.23
purchase ROAS
Two clothing brands, ABO and CBO testing across hero products, with a 2.28% CTR across 36.2M impressions.
High-volume DTC account30 days
$1.58M
spent in 30 days
31,119
website purchases
690k
link clicks
1.74
average ROAS
Ads for one campaign, with the top two creatives each spending past $139k in the month.
High-ticket coaching · $6k offerCreative strategist & CMO
−28.5%
cost per booked call
5.5×
ROAS, up from 3.8×
Cost per booked call$73.80 → $52.77 −28.5%
Cost per qualified call$307 → $169 −45%
Speaking to one audience segment was capping scale. I split messaging into pain, transformation and identity angles, and the best single ad booked 52 calls at $45.94.
High-ticket trading · $5k offerCreative strategist & CMO
1.32×
front-end ROAS, up from 0.8×
5.8×
ROAS with the backend
CPA, every segmentup to $307 → under $80
Only solution-aware buyers converted. New top-of-funnel messaging brought every audience segment under $80 CPA, so a $97 average cart pays for the ad before anyone books a call.
Creator video · one adRetention
164k
video plays
53%
hook rate
A 38-second creator ad that stopped more than half the people who saw it. The retention curve shows where the next cut should come from.
My test setup
One CBO, three ad sets: pain point, transformation, audience identity. 10 to 30 hook and copy variants in each.
Spend floor
30 to 40% of budget is guaranteed to every ad set, so each angle gets real data. Meta optimises the rest.
Kill rule
Judge at 2× target CPA. Above target, it’s off.
Scale rule
Below target, the floor comes off and the winner competes for spend. Then the cycle repeats.
Straight from Ads Manager.
Account and campaign names blurred for NDA.
September 2025 · before the scale
$21,485 spent · 1,710 purchases · 8.95 ROAS
October 2025 · 10.5× the spend
$225,790 spent · 8,771 purchases · 4.13 ROAS
Lifetime on the winning CBO
$1,105,370 spent · 22,946 website purchases · $48.17 per purchase
30 days on one campaign
$1,584,483 spent · 31,119 website purchases · 1.74 ROAS
Fashion brand group · Jul 2025 → Feb 2026
$539,168 spent · 17,652 purchases · $1.2M purchase value
Creator ad retention
164,240 plays · 53% hook rate · 0:07 average watch
Strategy work
The thinking behind the ads.
The documents that decide what gets made, and why. Pick one to see what goes in it.
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The playbook
How I run your account.
No waiting for inspiration. Every account runs on the same four playbooks, so you always know what happens next and why.
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How I read results
A high hook rate is only good news if orders follow. Diagnostic numbers explain a result. They never replace it.
What decides a winner
- Spend and purchases
- Revenue
- Cost per order
What explains why
- Hook rate, the first 3 seconds
- Hold rate
- Click-through rate
- Comments and sentiment
Tools I work in: Airtable · Frame.io · Hyros · Claude · Magnific · [Motion / Foreplay]
The system
I built the system behind every batch.
One operating system for creative. Every brief, edit, translation and test runs through it, for three DTC brands in eight languages. Nothing lives in someone’s head.
Every ad moves through ten stages
Ideation→Scripting→Briefing→Filming→Editing→Translate→Launch→Testing→Analyse→Iterate
The brief01
Every ad starts from the same brief.
AudienceProblemDesireAwareness levelBuying stageAngleEmotionFormatHypothesis
New concept or iteration of a control. Written down before a single frame is cut.
The verdict02
Five ways a test can end.
- Grand slam winner
- Super winner
- Low-profile winner
- False winner
- Loser
Every grade has a next step: scale it, iterate on it, or write the post-mortem.
The playbooks03
Written down, so any editor ships it the same way.
- Editing phase and source-file handling
- AI image ads and AI voiceover
- 3D and Pixar-style animation
- Long-form talking heads
- Translating ads with masking
ENDEFRNLESITSEDK
02Production
I ship the ad, cut for every placement.
Creator edits, statics and advertorials, faceless voiceover and AI scenes. Captions, sound and every ratio, checked word by word.
Creator editsStaticsAdvertorialsFaceless VOAI scenes
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The reel · {{reelCount}} ads
Every style, one editor.
3D animation, AI visuals, 2D explainers, creator cuts and promo motion. Tap any ad to watch it with sound.
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Process
How a batch gets made.
Four steps, the same every time. Nothing gets generated or shot until the storyboard is approved.
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By the numbers
Two weeks, tracked to the order.
Every batch I edited, logged in the client’s tracker from brief to launch.
Ads edited
83
In 14 days, across 22 batches: creator edits, statics, faceless VO and AI.
Cost per order
−79%
$485 → $104, one iteration
Best cost per order
$44.61
Bottom-funnel offer, 7 orders
Top batches by cost per orderStatics
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35
Faceless VO + AI ads from one day of briefs
22
Batches shipped, brief to launch
Teams I work in
Inside teams that spend at scale.
The numbers above are mine. These are team-wide, from the ad accounts I work in alongside strategists, editors and media buyers. They show the size of the rooms I work in.
WarriorBabe · Low-ticket teamTeam numbers · Oct 2026
$45.4k
daily ad budget at peak
50
new ads launched in one push
Macro Method and Eat More Method, sold through advertorials and direct-to-sales-page funnels. New ads need 50 conversions inside KPI before they move to scaling, and every edit is tracked against spend and KPI winners.
myNUMY · Dolinsky DigitalAccount history · since Aug 2025
$5.4M
tracked ad spend
13.4k
creatives tracked
~100k
purchases
8
languages live
One of three DTC brands at Dolinsky Digital, alongside Holymouthwash and Soralune. I joined the creative team in November 2026.
POV
Ad breakdowns.
Notes from my own tests, and teardowns of ads I wish I’d made.
Engagements
Ways to work together.
Start with one sprint or hand over the whole pipeline. Every engagement is scoped to your account on a call, and starts with a free teardown of your ads.
Get a free teardownCreative sprint
One-off
a single testing sprint
- Ad account and library teardown
- One angle, a full set of variations
- Test plan and results read-out
Strategy retainerMost chosen
Monthly
rolling, 30-day
- Customer research and insight
- Monthly creative road map
- Briefs, hooks and scripts
- Production management and QA
- Weekly reporting and learnings
Strategy + production
Monthly
strategy and the ads, end to end
- Everything in the retainer
- Video, statics and AI ads made in-house
- A steady flow of finished ads every month
FAQ
Questions, answered.
Something not covered here? Ask my portfolio.
Book a call
Pick a time.
30 minutes. We go through your store and what’s running, and find where the next win is.
01I look at your ad library before we talk.
02On the call: three opportunities worth testing.
03You leave with a plan, and a scope if we’re a fit.