Senior Performance Creative Strategist
About.
Senior Performance Creative Strategist for DTC eCommerce brands and mobile apps across the U.S. and Europe. I build systems to understand and track ads, from concepting to iteration, so every decision is grounded in real Meta data, not guesswork.
Recent wins
Winners
I shipped.
Pete's Pasta
Problem
Every ad tried to speak to everyone, which means it spoke to no one. Generic framing, no ICP segmentation, product opening every ad.
What I did
- Built creative system from scratch: angles, ICPs, hook archetypes
- Category-shame hook: "I checked the label 3 times" → $48 CPA
- Scaled from 6 to 14 ads/batch across 7 ICPs
- Concepted Pixar-style animated ads + claymation batch with original song
Reading.com
Problem
Creative without a system. Hooks not grounded in real parent moments, no compliance guardrails, talent mixed without visual continuity.
What I did
- Built full iteration system: one variable at a time from original winner
- Grounded hooks in specific parent moments
- Added claim accuracy guardrails & talent direction standards
- Outperformed competitor agency: 22.54% vs 13.29% hold rate
Scandinavian Biolabs
DTC Beauty · Meta
The method
Smarter ads,
not more ads.
Creating more ads doesn't lead to better performance. What drives results is a creative flywheel: a system where every brief is strategic, every hypothesis is logged, and every format has a job. This is how I build for the algorithm and for the brand at the same time.
The brief is the strategy
Persona × Angle × Awareness Level. One brief becomes 27 creative directions, each mapped to a real ICP, a specific emotional angle, and where the user is in the journey. Without this, the algorithm doesn't know who to show it to.
Tell them what to feel, believe, and do
Every ad communicates three things: an emotion, a conviction about the product, and a call to action. CTAs without emotional context don't convert. Direct-response copy grounded in real customer language.
Map every format to an influence pillar
Familiarity · Trust · Belief · Affinity · Preference. Founder story builds trust. Before/after builds belief. Us vs. them builds preference. Nothing produced at random. Every asset has a job in the funnel.
Hypothesis before launch
Every ad ships with a written hypothesis: why we believe it will win. Logged before it goes live. If it's not documented, it doesn't exist strategically, and there's nothing to learn from either way.
What I offer
Services.
Creative Strategy & Concepting
Own the full creative system from brief to launch: ICP mapping, hook archetypes, angle libraries, and a Persona × Angle × Awareness matrix that turns one strategic brief into a batch of winning concepts.
Media Buying & Growth
Full-funnel Meta setup, budget pacing, bid strategy, spend optimization. Creative and distribution move together. Profitable ad spend is the only north star.
Creative Audits
Diagnose what's broken before spending more. Hook rate, hold rate, CTR, CPA mapped to the exact broken layer of every ad: script, edit, offer, or landing.
UGC Briefs & Direct-Response Scripts
Research-backed briefs, shot lists, and direct-response scripts built on VOC data and ICP-specific angles. Weekly creative reviews to unblock editors, designers, and UGC creators.
Performance Reporting
Weekly performance reviews: what won, why it won, and the next hypothesis to test. Every ad logged with its brief and outcome. No vanity metrics.
AI-Assisted Creative Flywheel
Training AI engines with your winners to scale Meta creative output: more ad concepts, faster batches, without losing strategic precision or brand voice.
Ready to build
ads that actually
spend?
Based in Misiones, Argentina. Working with brands worldwide.
Get in touch →