Creative Strategist
& Direct Response
Idea Nerd
In 2 minutes: Who I am, and why I'm the creative strategist you're looking for.👇Who I am, and why I'm the creative strategist you're looking for.👇
My superpower is reaching the right stranger, making them care, and getting them to act.
I build psychology-driven ad creative that stays ahead of fatigue and keeps CAC in check for consumer apps and DTC brands.
How I Think, Strategize, & Scale
Independent spec work, not affiliated with these brands. This is my own research, writing, and creative execution.
Looking for something specific? Jump straight to it with these quick links
Travel Tech & Connectivity
Airalo
Largest eSIM marketplace
Its paid creative sells the eSIM concept, not proof that Airalo is easy to use or better than competitors.
Kitchenware & Home Tools
Tumbler
Rolling Knife Sharpener
Its winning creative proves the sharpener works, but hasn't scaled that proof to buyers held back by specific fears or skepticism.
My Feedback-to-Revenue Loop
Every creative decision is backed by the consumer’s behavior and your ad account data.
- • Your current creative SOPs
- • Your current ad analytics
- • Voice-of-customer data
- • Product data
- • Brand/voice guidelines
- • Brand Intake
- • Ad Account Landscape Audit
- • Competitor Landscape Audit
- • Creative + Persona Gap Audit
- • Persona Map
- Brand Brain: centralized knowledge base
- • Brand Brain
- • Angle, Format & Hook Bank
- • Creative Roadmap
- • Landing Page Audit
- • First structured ad test
- • First test set's performance data
- • Message & Treatment Performance Log
- • A sharper, refined system
- • Weeks of shipped test performance
- • Angle/Format/Hook Bank additions
- • Judgment/Taste Compounding Loop
- • KPI readout
Day 60–90's output (ad performance + bank/taste corrections) feeds right back into the next creative system audit. And the next audit refines the next ad test, and so on. Every cycle starts sharper than the last and judgment/taste knowledge compounds.
- Day 0, Discovery & Onboarding — inputs are the client's current creative SOPs, current ad analytics, voice-of-customer data, product data, and brand/voice guidelines. The stage digs into everything handed over and asks the right questions. Outputs are the Brand Intake, Ad Account Landscape Audit, Competitor Landscape Audit, Creative + Persona Gap Audit, and Persona Map, together forming the Brand Brain, a centralized knowledge base.
- Day 1–30, Audit & First Test — inputs are the Brand Brain and the Angle, Format & Hook Bank. The stage audits the current creative system, sets a baseline, and ships the first test set. Outputs are the Creative Roadmap, a Landing Page Audit, and the first structured ad test.
- Day 30–60, Cadence & Clarity — input is that first test set's performance data. The stage runs a reliable brief-to-launch cadence and tells you exactly which messages and treatments are working. Outputs are the Message & Treatment Performance Log and a sharper, refined creative system.
- Day 60–90, Compounding Results — input is weeks of shipped test performance. The stage hands you a documented learning loop, produces stronger creative output, and drives measurable KPI movement. Outputs are Angle/Format/Hook Bank additions, the Judgment/Taste Compounding Loop, and a KPI readout.
- The loop: results plus bank and taste corrections from Day 60–90 feed the next cycle's Day 1–30 Audit, which refines the next Test, and so on — each cycle compounding on the one before it.
- Motion (+ Runneth)
- Meta Ads Manager
- Foreplay
- TrendTracker
- ClickUp
- TikTok Ads
- Figma
- Notion
- Claude Code
- ChatGPT
- Gemini
- Gamma
The Unfiltered FAQ
Here are upfront answers to what you're wondering before we talk shop.
View my actual operational process HERE, but as for how I approach the role of creative strategist as a whole:
I'm not trying to cook you one great meal. I'm trying to write the recipe so darn well that the meal comes out great every time, no matter who's holding the pan that week. That means I care less about any single ad and more about whether the system behind it holds up without me in the room. Are the personas specific enough that someone else could write the brief from them. Is the mechanism named clearly enough to reuse or give to an LLM. Would the rest of the team understand my creative reasoning without asking me twice. You can hire a creative strategist that follows the system. Or you can hire a creative strategist that perpetually improves the system everyone follows (aka moi).
Where I Add Value
Research-to-Testing Translation
I turn scattered customer reviews and competitor noise into a priority-ranked list of concepts actually worth testing. That means less time and budget spent guessing, and a creative pipeline that's grounded in what your specific audience needs to convert.
Brief & Creative Direction
I remove the guesswork between strategy and execution, so creators and editors build the right thing the first time. Fewer rounds of revisions means faster turnaround from idea to finished asset, and creative that actually reflects the strategy behind it.
Performance Diagnosis
I'd catch declining ads before they've burned real budget, not after. Every account I work on gets a standing early-warning system, meaning less wasted spend and faster, more confident calls on what to fix versus what to kill.
Winner Capitalization
When something takes off, I'd have a repeatable way to get more out of it instead of letting it plateau or fade. That's the difference between one lucky ad and a lasting growth lever the whole account benefits from.
AI-Powered Process Building
I'm not someone who says they “use AI,” and really it's just them yapping with Claude all day. I build systems with AI: repeatable, documented workflows that make the whole creative operation “Better, Faster, Stronger,” in the words of Daft Punk circa 2001.
Not coming from a cookie-cutter media agency is what makes me lethal at creative strategy (respectfully).
I came up through startup accelerators, tech PR, and ghostwriting for global execs. Here’s how that background translates into printing winning angles for paid media accounts:
- 2021–2025: Startup Accelerator EraSpent four years at Grid110 advising 300+ founders on GTM, positioning, and growth. The result? Portfolio companies collectively raised $145M. This is where I learned how to diagnose what a customer actually buys vs. what the product does.
- 2025: Silicon Valley Pressure CookerMoved into tech PR at VSC. Handled high-stakes copy for massive tech moments. Including launching the $93M-backed Cognichip out of stealth and leading press strategy through Windsurf's (formerly Codeium) multi-billion-dollar acquisition saga with OpenAI, Google, and Cognition.
- 2025 (Q3): Going Full-Time FreelanceShifted into organic growth and executive positioning. Ghostwrote for the CEO of a global staffing firm (driving 5x audience growth and doubling inbound leads) while building automated marketing systems for a 6-figure personal brand running a 7-figure digital course.
- 2026: Stepping Fully Into Performance CreativeDecided to deploy that entire stack where it has the highest immediate ROI: performance marketing. I made the jump into creative strategy because I am genuinely obsessed with the leverage it creates. (And because I physically cannot turn off the part of my brain that turns mundane daily moments into high-converting ad angles.)
- 2021–Present: Asynchronous Collaboration ProI've been working 100% remotely since graduating university. Shoutout to my fellow covid grads. Worked across 30+ countries, enjoying early morning runs (one of my fav on-the-go hobbies) from Barcelona to Tokyo. Real ones know operating seamlessly across time zones is a time-management and process flex, not a red flag.
So no, I don't come from a “traditional” paid advertising background, but the fact that you scrolled all the way down here proves why that's an asset. Because let's be honest: avoiding creative fatigue requires thinking outside the corporate safety-demo box.
You want ads that actually interrupt a scroll and convert. So you need someone whose brain has been trained to write outside of the template and optimize the full customer journey. To get in contact with someone like that, scroll to the next section.
Put a Direct Response Weapon on Your Roster
Put a Direct
Response
Weapon on
Your Roster
Okay, so you made it all the way down here. Either you're lost, or you're ready to turn raw customer psychology into scalable paid media assets that will print predictable revenue.
If it's the latter, click the button below to send me an email with subject line “AD AUDIT” and:
- Your website or brand link
- Your current monthly ad spend
- The #1 creative bottleneck keeping you up at night
We'll spend 20 minutes dissecting your current ad account, pointing out the exact messaging gaps costing you performance, and seeing if my creative strategy process aligns with your growth targets.
Not looking for an audit? Hiring for a specific role, fractional mandate, or just want to nerd out on direct response? Drop me a line directly at the email below. I'm chronically at inbox zero.
Let Me Pull Up the Receipts
Feedback from the founders I've worked with.
read more testimonials on LinkedIn
Why me
- 5+
- years building brand authority in organic social
- Years in organic taught me what makes an audience stop, trust, and engage. I use that intel to make paid creative feel native instead of like an ad.
- 5x
- audience growth & 2x inbound leads ghostwriting for a CEO
- Five posts a week for six months, in the voice of a global company's CEO, taught me to adapt my voice and sell via storytelling. That's why my copy lands for every persona.
- $145M
- raised by founders I advised at a startup accelerator
- Spent 4 years advising 300+ founders on positioning and GTM. I know how growth-stage founders think about CAC and payback. Every concept I pitch ties back to those metrics.
- 10M+
- organic views in 4 months on my travel Instagram
- I learned which b-roll and on-screen copy pairings stop the scroll together. Trends fade, but the psychology underneath doesn't. I know how to mine it and apply it.