Performance marketing
Creative means nothing if it doesn't move the needle. Sharp messaging, real attribution, and the discipline to kill what isn't working before it bleeds the budget.
Performance copy is its own discipline, and it punishes vibes. The headline that sounds best to the marketing team is rarely the one that wins the test. I'm a copywriter who reads the dashboard, holds the variables steady, and writes to move a number rather than to win the room.
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I don't run your ad account. I write the brief, the copy, and the test plan, then sit next to the buyer and read the results honestly, losing tests included. The only bad test is the one you can't learn anything from, and those run on my watch quietly and on purpose.
Funnel strategy
Awareness → consideration → conversion → retention, mapped to actual messages, channels, and creative briefs, not just stages on a slide.
Paid creative
Meta, TikTok, YouTube, OTT, native. Hooks engineered for the platform, not retrofitted from a brand video that ran at the upfront.
Landing page CRO
The page after the click. Headline-first, friction-second, proof-third. Iterated until the curve actually bends.
A/B messaging tests
Tests structured to actually learn something, not just to declare a winner. Documented and read by humans, not dashboards.
Attribution & reporting
What worked, why, and what to do next. Honest about MMM vs last-click. No mystery dashboards.
Retention & lifecycle
E-mail, SMS, push, in-app. The 80% of revenue that doesn't come from acquisition, treated like it's the 80%.
How I work
Map the funnel
Where does revenue actually come from? Where does it stall? I answer this on a whiteboard, not in a deck.
Brief the creative
Sharp briefs, usually 1 page. Hook, message, CTA, what 'good' looks like, what 'losing' looks like.
Test with discipline
Three concepts × three hooks × three CTAs. I hold variables, document, and don't kill creative before statistical sanity.
Scale & prune
Double down on the curve that bends. Kill what doesn't. Tell the team the unflattering version of the story. Repeat.
DTC + subscription brands
You're spending real money on acquisition and the creative is the bottleneck, not the targeting or the budget.
Growth teams without a writer
You have the buyer and the spend. You need someone who can feed the test calendar with hooks that genuinely differ from each other.
Brands tired of agency noise
You want plain numbers and creative that earns its place, not a dashboard built to obscure whether anything actually worked.
Funnel map (current → target)
Creative briefs (per channel)
Test plan & doc
Landing pages (2–4)
Monthly performance read
A clean test battery to start learning fast.
- Funnel snapshot
- 3 concepts × 3 hooks
- Landing-page copy
- Test plan + read
Top-to-bottom acquisition flow, rewritten.
- Full funnel map with $$
- Per-channel creative briefs
- 2–4 landing pages
- Lifecycle + CRM copy
A constant, disciplined test cadence.
- Monthly creative batches
- A/B program management
- Monthly performance read
- CRO iteration
Where this actually shipped
CTR sustained
Two years of A/B'd creative that lowered CPL while lifting brand recall.
Read the case → Ford, F-150 Lightning Launch-weekreservations smashed
Performance + brand creative working in the same direction for once.
Read the case → WB Games, Gotham Knights 7-figureearned reach
Hook-first paid social that meaningfully outperformed the trailer cut.
Read the case →Do you buy media?
I write the brief, the copy, and the test plan. I don't run your Ads Manager. I work alongside the agency or in-house buyer who does, they tend to like that division of labor.
What's the minimum spend?
Below ~$30k/month in paid, performance work tends to be statistical noise. Above that, I can actually learn something. I'll tell you on the first call if you're not there yet.
How fast can we see results?
Concept tests usually read inside three weeks. Real funnel-level shifts, CPL, LTV, payback, are 60–90 days. Anyone selling you faster is selling you a dashboard.
What if a test loses?
Then I learned something cheap. The only bad test is the one I couldn't read. Losing tests run all the time on my watch, quietly, and on purpose.
Let's make something worth reading.
Tell me about the brand, the audience, or the weird idea you can't stop thinking about. I write back within 48 hours.