strategy

Designing Ads That Catch the Eye & Convert

The visual aspect of content plays a crucial role in grabbing attention and delivering the right message. I conduct research on industry trends, competitor ads, and audience behavior to create visuals that perform well across different platforms.

Example: Paula’s Choice DOOH Campaign
For Paula’s Choice, I created a DOOH (Digital Out-Of-Home) ad campaign in Berlin, Amsterdam, and London, featured across bus stations and buildings in these cities. The ad had minimal movement but was designed to be visually striking, ensuring it stood out in a busy environment. The result? A highly effective campaign that reinforced brand presence in key locations.

Growing Brand Awareness Without Paid Ads

Organic content is key to building brand loyalty and community engagement. I develop strategies that leverage storytelling, audience interaction, and platform-specific best practices to maximize organic reach.

Example: Reyagel’s Organic Growth
For Reyagel, I crafted a content strategy focused entirely on organic growth. By consistently creating engaging content, we reached almost 8,000 subscribers in just a few months—without spending a single euro on paid ads. The success came from understanding the target audience, delivering valuable content, and optimizing for engagement.

Advertising Strategy

Over the years, I’ve created and overseen ad campaigns with a combined budget of over €200K, working across multiple brands in lifestyle, skincare, medical, and tech industries.

Depending on the project, my role included:

  • Developing full ad strategies: From defining objectives and KPIs to identifying the right platforms, formats, and creative direction.

  • A/B testing: Testing visuals, hooks, captions, and calls-to-action to optimize for conversions and engagement.

  • Trend-spotting & creative direction: Identifying rising content trends, platform behaviors, and adapting content to fit seamlessly into user feeds.

  • Performance analysis: Continuously monitoring campaign performance and fine-tuning based on results

  • Cross-functional collaboration: Working with marketing, media buyers, and creative teams to align on strategy, brand voice, and production timelines.

Some of these campaigns delivered:

  • Significant sales lifts during live ad periods.

  • Viral ad creatives that outperformed.

  • Organic crossover from paid ads (ads being reshared or gaining reach beyond spend).

Example: Paula’s Choice Performance Ads
For Paula’s Choice, I worked on ad campaigns that directly increased sales while they were running. By fine-tuning messaging, visuals, and targeting strategies, we achieved higher conversion rates and improved overall ad performance.