Senior paid social creative strategy.
Freelance creative strategy for DTC brands and agencies. 300+ brands.
I’m a freelance creative strategist based in Leeds. I make paid social ads, the ads you see on Meta and TikTok, and I’ve done this for 6 years.
I look at what a brand already knows about its customers. Then I turn that into ads that get more clicks and more sales. Every idea comes from real research and real numbers, not a guess.
I work with DTC brands, ecommerce brands, and the agencies that support them. DTC means a brand that sells straight to its customers online, with no shop in between. I write the brief, plan the creative direction, and stay hands-on until the ad is done.
I started in 2020. Back then, I made UGC, ads that look like they were made by a real person, not a big studio. Since then, I’ve moved through content strategy and paid social strategy into the senior creative strategy work I do now. What makes me different is that I understand paid ads, organic social, creative, and brand strategy, not just one of these. That gives your ads a clear sense of who your brand really is.
Trusted by 300+ ecom brands
& growth agencies
✷ Hybrid expertise across organic, paid and strategy
✷ Experience with 300+ brands
✷ Deep DTC and B2C understanding
✷ Creative is the growth lever
✷ Ad ideas guided by how customers think and behave
✷ Iteration turns creative into performance
✷ Performance comes from continuous testing and learning
✷ Creative drives CPM, CTR and ROAS
✷ Fast cycles create results
→ 139% ROI and 48% ROI for insurance broker I Got Cover
→ CTR 50% above average for fintech education platform Female Invest
→ Led creative direction for Juniper’s weight loss pill (GLP1), backed by a 50 page deck competitor study
→ Directed paid creative for Mixtiles’ UK launch with Journey Further, including UGC sourcing
→ 5.65 ROAS for ecom jewellery brand Louise Carter
Services
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If you are running ads but not seeing the results you want, I will build a paid social system
✔️ Audience research & smart targeting
✔️ Customer profiles, ICPs & segmentation
✔️ Pain point & motivation mapping
✔️ Brand USPs & paid ad angles
✔️ Creative concepts, variations & ad copy
✔️ Awareness‑stage messaging matrix
✔️ Creative optimisation
✔️ Performance reviews & insights
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My services help your brand or your clients’ sound consistent and clear across key touch points like websites, landing pages, ads, emails and social content.
✔️ Tone of voice guide that keeps teams and channels aligned
✔️ Campaign copywriting for ads, landing pages, emails and social posts
✔️ Content strategy including clear pillars, platform specific formats for LinkedIn, Meta, Instagram, TikTok and other key channels relevant to B2C & DTC brands
✔️ Conversion focused messaging recommendations for key pages
✔️ Performance review & optimisation to refine messaging based on what’s resonating
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✔️ Organic social strategy - full brand audit, audience & persona breakdown, organic social SWOT, competitor research platform goals and more
✔️ Social media consultancy - account audits, competitor analysis, growth recommendations & best practice guidance for ongoing improvement
✔️ Performance review & optimisation - review what is working over LinkedIn, Meta, IG, TikTok etc then refining your strategy accordingly
✔️ Creative art direction platform specific out of the box creative ideas
✔️ Content creation for global/ecom brands
How we can work together
Creative built to scale ✔️ Thought led creative direction ✔️ Fast testing cycles
✔️ Clear & consistent communication ✔️ Organised workflows that keep our projects smooth ✔️
Why brands work with me
01. I bring together organic content, paid ads and strategy in one skill set. Most people only do one of these.
02. I look at the big picture and the fine detail at the same time. That mix is what makes my ideas different from what’s already out there.
03. I understand your customer before I write a single ad. I do this with an ICP, a clear picture of who your ideal customer is and what makes them buy.
04. I solve creative problems fast. I test an idea, look at what happened, and make it better straight away.
05. I began in UGC, adverts that look like they were made by a real person, not a studio. That’s why I know how to make ads that feel real, not staged.
Results I deliver
✔️ I make ads you can test, learn from and scale up.
✔️ I create a high volume of ideas. Each one comes from how real customers think, and I use AI tools to help me move faster.
✔️ Every message and angle comes from your ICP, a clear picture of your ideal customer.
✔️ I aim every ad at 3 numbers: CPM, what it costs to reach 1,000 people, CTR, how many people click, and ROAS, how much you earn back for every pound you spend.
✔️ I research your competitors and customers to find new opportunities you haven’t tried yet.
✔️ I use psychology to make your brand story stronger.
✔️ I test and improve quickly, so performance keeps moving in the right direction.
✔️ I have a trusted UGC creator ready to go when you need one.
Nice words from nice people…
