I find the signal behind what works
and turn it into the next test.
I read the customer, the account, and the creative together—then turn the signal into
concepts, sharp briefs, and systems clear enough for a team to ship.
72 assets mapped into one testing pictureEffyDesk creator creative
signal found7.47xcreator ads
vs. 4.6x brand-owned prospecting
build the system ↗
✦
Evidence, not decoration
~80%lower Google Ads spend after I rebuilt the account
$201Kcommission-qualified booked revenue across 40 accounts I sourced or reactivated
62%higher ROAS found in creator-whitelisted ads versus brand-owned prospecting
~491KCAD in DTC Meta spend analyzed—about $70K a month across seven months
01 Selected work
Five cases. Five usable decisions.
Live-account results and independent work, labeled clearly and built to be inspected.
Case 01Live-account analysis2022–2023
Creator-whitelisted ads returned 7.47x ROAS. Brand-owned prospecting returned 4.60x.
Same account, same seven months, $491K CAD in spend—about $70K a month. I ran weekly and monthly performance
and creative reporting on EffyDesk’s live Meta account, campaign by campaign. During BFCM,
whitelisted ads hit 12.28x, ahead of both retargeting and catalog. When whitelisting spend
wound down, blended ROAS declined alongside it.
The decision: protect creator whitelisting as a performance lane and test creator identity against brand-owned delivery with offer and format held as constant as possible.
Client account. I owned the reporting and findings; the consultancy ran execution.
Back-pain expert creative account creativeLifestyle UGC account creative
account finding7.47xcreator-whitelisted
Case 02Independent case study2026
72 Meta assets. 54 creative units. 8 angles. One gap nobody had tested.
TikTok winners were short, one-shot identity moments that bought reach. Meta ads leaned on
mouth tape as the persuasion carrier. The open test: move the proven TikTok shape across the
portfolio without carrying the unsafe claims with it.
Public ad-library pullCreative censusGap mapSpec concept
The next test: move TikTok’s proven short, one-shot identity container across the portfolio while keeping claims compliant. Kill it if hold rate and CTR trail the platform control.
Independent strategy and spec creative built from public ad-library research.
platform shape → portfolio test
Case 03Independent case study + spec work2026
~460 active video ads. Five angles shared the same ten-beat structure. Nobody made probiotics the villain.
Five angles shared the same ten-beat structure. Nobody made probiotics the villain. That gap
became the hook: “Your probiotic may be making the problem worse.” I took it from ad-library
census through voice-of-customer research, script, storyboard, and a finished vertical hook.
Competitive researchVOCScriptProduction
The next test: run the probiotic-villain opening against the current hook. Keep it only if three-second hold and outbound CTR beat the control.
the opening“Your probiotic may be making the problem worse.”
Case 04Historical client work2023
Spend down ~80%. Paid subscriptions up.
Within roughly one month, the account looked efficient because brand demand was masking a
broken acquisition engine. I separated conflicting conversion goals, fixed cannibalizing
keywords and weak negatives, and rebuilt the account structure.
Paid searchGrowth diagnosisAccount rebuild
The decision: separate brand protection from acquisition, optimize to paid subscriptions, and stop PMax from making captured demand look like new demand.
Client engagement. I directly rebuilt Google Ads; other channel work was collaborative.
search account / diagnostic viewrestructured
signal problemMultiple goals
Every action was teaching bidding something different.
intent problemBrand ≠ acquisition
PMax efficiency was masking a weak new-user engine.
structure problemKeywords collided
Campaigns competed instead of clarifying intent.
auditseparate intentrebuildmeasure
remembered comparative result~80% lower spend
with paid subscriptions slightly higher
Case 05B2B demand generation2022–2025
$201,146 in commission-qualified booked revenue across 40 accounts I sourced or reactivated.
Three years running B2B demand generation across LinkedIn, email, newsletter, research, and
direct outreach. After leaving, I turned an insight the role surfaced into two spec ads and a
full creator-content operating system: brief, capture, rights, scoring, and test loop.
Demand generationCreator briefEditingTest system
The system: every activation produces usable proof in under ten minutes—then rights, score, and batch it into a repeatable test library.
Creative and channel analysis that separates the visible metric from the business problem underneath it.
✦
03
Concepts, hooks & briefs
Research-led creative territories translated into scripts, storyboards, references, guardrails, and clear tests.
“What would have to be true for this to work?”
◎
04
Testing & operating systems
Repeatable workflows that define what changes, what stays fixed, how creative gets scored, and what happens next.
◆
05
AI-directed production
I direct image, motion and voice models the way I would direct an editor—storyboard first, animate only what must move, and keep an iteration log of what I kept, what I killed, and why. The spec films in this portfolio were built that way.
Meta Ads Library✦Google Ads✦Motion✦Atria✦Foreplay✦ActiveCampaign✦Apollo✦Figma✦CapCut✦Premiere✦Canva✦Claude Code✦Higgsfield✦Kling✦ElevenLabs✦Perplexity✦Meta Ads Library✦Google Ads✦Motion✦
03 The working loop
Read. Explain. Brief. Ship. Learn.
Read the customer, account, and creative. Explain why the pattern matters, not just what
happened. Brief the hypothesis, hero reference, variable, and kill condition. Ship with a clear
owner and next action. Then kill, iterate, or scale.
04 About
Evidence first. Then the idea.
I work the same way on every account: read the customer, the account and the creative together,
find the pattern that explains the result, and turn it into a brief someone can build from. The
useful output is not the analysis—it is the next test, written clearly enough that a team can
ship it without me in the room.
530+ adsreviewed across two category censuses
2 spec filmsresearched, scripted, storyboarded, produced
