A robust creative pipeline
Clear briefs, sensible volume targets and a feedback loop so your creators, editors and designers know what to make next.
Creative Strategy
Creative is the
edge.
It's what makes your brand stand out and stick, the thing that engages someone and moves them from problem aware, to considering, to ultimately purchasing. I build the creative strategy and the feedback loop that makes paid media compound.
Work with me
Creative Strategy for Paid Media
Briefs, scripts, testing frameworks and creative insights. The operating system that turns your ad account into a real learning machine.
Test faster, learn sharper
Structured testing on hooks, angles and formats so you know what's working, not just what got lucky.
Winning ideas that scale
Once we find a winner, we iterate on it, extend the concept and roll it out across placements and platforms.
MY APPROACH
A simplified methodology built on 11+ years of experience
1
Account Audit
To begin with I dig into your account as everything starts with an audit, conversion tracking, customer data, CRM pipeline, feeds, creative and the competitive landscape all help to surface what's working, what's leaking spend and where the opportunity for efficient growth lies.
2
Strategy & Roadmap
From that baseline I build a channel-appropriate plan based on the audit findings and your KPIs. What channels, campaign structure, keywords, feeds and creative will look like along with a 90-day roadmap tied to clear, measurable KPIs. Everything is tied to and mapped to your business goals.
3
Implementation
Now for the busy part, campaign builds, tracking implementation and creative strategy all get baked into your ad accounts, QA'd and launched. Reporting is clear and concise and tailored to your needs. From here I begin managing campaigns which involves micro and macro optimisations on a daily, weekly and monthly basis.
4
Results, Rinse, Repeat
Simplified weekly reporting, what worked what didn't, why? and what next? creative iterations and structured testing compound over time. Winners get scaled, losers get paused and the strategy keeps sharpening.
What's included
Everything you need under one roof.
UGC script writing
Scripts and shot lists your creators can execute quickly without losing the strategic angle.
In-depth creative briefs
Briefs that cover every element of the creative, not just a slide with examples of what i need
Test, scale and iterate creative
Weekly testing cadence with clear win/loss criteria so decisions aren't emotional.
Highly detailed creative insights
Analysis of every aspect so the next round of creative is detailed and data informed.
Concept development
Turning ideas into concrete, testable creative angles to test and gain insight on.
Landing page & offer alignment
Making sure the promise in the ad matches what happens after the click.
Why me
By partnering with me, you get:
- 11+ years running paid media in-house and agency side across Ireland, the UK, the US and Australia working with some juggernaut brands.
- A single senior operator on your account who has been exposed to the commercial processes that move the needle in multinational brands.
- A creative-first, data-informed approach: sharp messaging first followed by the media plan to distribute it.
- Transparent reporting focused on the metrics that actually move the business Revenue, CAC, POAS, CM and MER.
- Structured testing and weekly optimisation cycles so the account gets meaningfully better every month.
Learn more
Some FAQs regarding creative strategy.
I focus on strategy, briefs, scripts and analysis. Production stays with your in-house team, existing editors or a creative studio, whichever setup you already have. I can recommend partners if you need them.
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