CRO & WEB

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SEO

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PAID MEDIA CAMPAIGNS

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PERFORMANCE & GROWTH MARKETING

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TEST, BUILD & LEARN

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CRO & WEB | SEO | PAID MEDIA CAMPAIGNS | PERFORMANCE & GROWTH MARKETING | TEST, BUILD & LEARN | 

Creative that Converts at Scale

Revenue-building performance with heart-skipping creative

I lead integrated campaigns designed for performance. From big ideas to rapid testing, I build systems that transform creative into measurable growth.

Strategy & Hypothesis

  • Define the business goal (acquisition, conversion, event sign-ups).

  • Translate insights into creative hypotheses.

Creative Production

  • Motion, static, carousels, and video cutdowns.

  • Multiple hook/CTA variants for A/B testing.

Concepting the Big Idea

  • Develop a unifying creative platform that can scale.

  • Ensure it’s adaptable across YouTube, Meta, LinkedIn, display, and landing pages.

Testing & Optimization

  • Launch variants side by side.

  • Monitor CTR, CVR, CPA, ROAS, and creative fatigue.

  • Kill underperformers, scale winners.

Platform Adaptation

  • YouTube: First 5s storytelling, skip-proof hooks.

  • Meta: Thumb-stopping visuals, UGC-style variations, fast message hierarchy.

  • LinkedIn: Professional credibility, proof-driven statistics, lead-gen focus.

  • Landing Pages: Seamless continuation of the ad promise with strong CTAs.

Scaling & Learnings

  • Roll winning creatives across channels.

  • Document insights to fuel next iteration.

Marketing campaigns win big when performance and creative tango together

Campaigns work best when creative marketing meets performance marketing.

Case Study:
Miro — Monster vs. Product-Specific Campaigns

Task: Miro needed to drive enterprise adoption in a crowded SaaS landscape. The brand had strong awareness, but ads were leaning heavily on product screenshots and functional features. We needed to prove which approach would move the needle more:

  • Big conceptual storytelling (the “monster” campaign)

  • Direct product-specific ads (features and UI-driven)

The Big Idea:

The Miro monster campaign personified the chaos of disorganized teamwork as a “monster,” creating a bold and memorable metaphor that stood out in a crowded SaaS market. Instead of leaning only on screenshots or features, the idea dramatized the problem and positioned Miro as the solution.

We set up the campaign as a creative A/B test at scale:

  • Monster Campaign: Personified the frustration of disorganized collaboration as a “monster,” highlighting how Miro eliminates chaos.

  • Product Campaign: Focused directly on features and UI benefits (speed, distributed teamwork, integrations).

PRODUCT SPECIFIC APPROACH

CONCEPTUAL STORYTELLING APPROACH

Creative Execution Across Channels

  • YouTube: 15s variations of both concepts, designed to test hooks in the first 5 seconds.

  • Meta: Carousels and motion snippets, one set dramatizing the monster, one set showing direct product benefits.

  • LinkedIn: Statics — credibility-driven product ads vs. monster metaphor framed for enterprise audiences.

  • Landing Pages: Two versions — one heroing the conceptual monster idea, one leading with clear product features and proof points.

Iteration

  • Refreshed the monster creative with new scenarios to fight ad fatigue.

  • Simplified product ads into bold, benefit-led headlines for LinkedIn, which increased CTR by 22%.

  • Continued testing hybrid variations (monster hook with product payoff) to maximize both awareness and conversion.

Results

  • Monster Campaign: Higher engagement at the top of funnel (strong CTR, higher view-through rate on YouTube).

  • Product-Specific Campaign: Outperformed in bottom-funnel conversions (more demo requests, lower CPL).

  • By balancing both, we created a funnel strategy: monster for awareness, product ads for conversion.

Takeaway

  • Marketing campaigns win big when performance and creative work together. What some frame as opposites, clarity vs. cleverness, features vs. value, logic vs. art, metrics vs. mojo. They are not opposites at all.

  • The best performance campaigns are powered by both.

CASE STUDY

Task: ThoughtSpot needed to stand out in a crowded B2B SaaS market dominated by Tableau and other incumbents. Competitors focused on incremental features. We needed a bold idea that would spark conversation, generate demand, and prove measurable ROI.

The Big Idea:

We developed the provocative concept: “Dashboards Are Dead.”

  • Positioned the brand as a category challenger

  • Tapped into customer frustration with static BI dashboards

  • Created a single rallying cry adaptable across channels

The False Divide

For decades, marketers have debated creative vs. performance:

  • Clarity vs. cleverness

  • Features vs. value

  • Logic vs. art

  • Metrics vs. mojo

But here’s the truth: it’s not versus. It’s and.

Conceptual, creative ads don’t just look good — they apply artistry to proven psychological techniques. The best ads today combine craft + data-driven optimization to win attention and conversions.

Old social promo for user persona and click testing

The Big Idea

Instead of focusing on features like “speeding up SQL queries,” we reframed the product as the direct alternative to slow batch processing.

This gave us a bold, provocative angle — moving from “incremental improvement” messaging to a category-challenger story.

Results

The numbers tell the story:

  • 743 campaign leads — up 40% vs. previous 6 months

  • 68 opportunities created — 3X the benchmark

  • 21 deals closed — nearly 3X conversion rate over baseline

The big idea drove both brand heat and measurable growth.

The Challenge

A data startup had just raised a major round of funding. Investors wanted results fast, in a crowded and competitive market.

Their toughest audience? Software engineers — skeptical, detail-oriented, and prone to ignoring ads entirely.

We needed a campaign that could:

  1. Grab attention from a bored, skeptical audience

  2. Shift from technical details to outcomes

  3. Signal technical credibility in just a few words

Creative Execution

We pushed the envelope with a playful, conceptual creative route:

  • LinkedIn & Meta statics: Outcome-driven headlines with bold visuals

  • Short-form motion ads: Animations showing real-world frustrations (like data dashboard, backlogs) as metaphors for slow processing

  • Landing pages: Carried through the same value prop and bold visuals, with simplified CTAs

By mixing performance strategy (A/B testing, targeting, measurement) with conceptual storytelling, we built a campaign that stood out.

Iteration & CRO

As with all campaigns, fatigue set in after ~6 months. We refreshed the creative with scenario-based animated ads that:

  • Made audiences “fill in the blanks” instead of spoon-feeding benefits

  • Trusted readers’ intelligence

  • Created humor and relatability across industries

This refresh extended the campaign’s performance while reinforcing the brand story.

Takeaway

Performance marketing isn’t about abandoning creativity — it’s about making bold ideas work harder.

The best results happen when creative instinct and performance discipline work together:

  • Great instincts + craft

  • Data-driven testing

  • Platform-specific best practices

  • Iteration at speed

That’s the sweet spot where campaigns stop scrolling thumbs, shift mindsets, and drive growth.

Marketing is a data game. Business is a data game. Live the data. Breathe the data. Be the data. But you have to own the data. Know what works. Know the metrics that prove it works. Then get everyone to agree on these metrics.