Performance creative · Growth systems · AI-forward execution

Performance creative, without the handoff gap.

I turn live campaign signals, customer friction, and brand strategy into the brief, the asset, the landing page, and the system a team can ship this week.

See the performance system See the brand work

26–30client accounts managed

365June net-new leads analyzed

~$53blended CPL diagnosed

17shots mapped to specific ads

Selected work

Strategy is only useful when it changes what gets made next.

These projects lead with performance diagnosis, creative direction, and hands-on execution. Every number is tied to source material; launch-stage work is labeled honestly.

CASE 01 · PERFORMANCE CREATIVE SYSTEM

Bear Windows: connect the signal to the shoot.

Performance analysis · Creative strategy · Content systems · Landing page · Sales enablement

Bear Windows performance creative diagnostic — 01 / Performance creative diagnostic — open PDF.

Bear Windows detailed content capture brief — 02 / Translate the diagnosis into a shoot plan.

Performing well

03 / Paid-social ad currently performing well.

The signal

Lead volume was healthy, but Meta efficiency was slipping, Google attribution looked broken, and only 15% of June leads converted to booked in-home appointments.

The creative decision

Build one content system around the differentiators homeowners can actually see: factory control, installation proof, employee installers, and a clean before/after story.

The operating result

A single Q2 read connected 365 June leads, the ~$53 blended CPL, creative fatigue, tracking risk, booking capacity, and the next 17 assets the team needed to capture.

365

net-new June leads

~80%

of volume driven by Meta

15%

booked in-home conversion

$607

April–May Google CPL to audit

Selected performance, content-system, and catalog excerpts shown for portfolio review. Complete client files remain private.

CASE 02 · 0→1 BRAND STRATEGY

Keen: don’t market another protein bar.

Research · Positioning · Packaging direction · Campaign platform · Launch strategy

Keen protein bar paired with a coffee to-go tray

THE STRATEGIC WEDGE

Market it as the clean energy bar.

The product’s 200mg of natural caffeine is both the sharpest differentiator and its biggest constraint. The strategy moved Keen from a crowded protein claim toward a more ownable energy occasion: pre-workout and the 3pm crash.

Lead with energy; let plant protein reinforce the story.
Make the caffeine dose unmistakable, not hidden.
Build one natural retail route and one bolder performance route.

Launch-stage work · Strategy delivered · Commercial impact not yet measured.

Selected strategy excerpts shown for portfolio review. The full client deck remains private.

CASE 03 · CONVERSION WEBSITE

Generate Current: make technical work feel easy to buy.

Messaging · Information architecture · Web design · Lead capture · Build

Generate Current Electric service van in Southern California

5-star rated · Family owned since 2014

Wired for what’s next.

FROM SERVICE LIST TO BUYER JOURNEY

Organized the offer around the jobs customers already understand.

The site leads with EV charging, then expands into panel upgrades, emergency service, rewires, new construction, LED lighting, and battery backup—each supported by plain-language proof and a direct quote path.

EV-first acquisition wedgeTrust and licensing proofMobile-first quote pathFull service architecture

Visit Generate Current Electric

Selected website excerpt shown for portfolio review. The complete client build remains private.

CONFESSOR CO.

CASE 04 · DTC BRAND + COMMERCE SITE

Built cool shit. Then built the story around it.

A commerce site and brand world for one-of-one art tables and limited apparel—positioned where gritty garage culture meets high-end coastal aesthetics. The work spans product naming, merchandising hierarchy, voice, launch copy, and the complete Shopify experience.

Visit confessorco.com

CASE 05 · SYSTEMS EDGE

Estimator Pro: productize the messy middle.

Workflow design · UX · AI-assisted development · CRM integration · Sales enablement

WHY IT BELONGS IN THIS PORTFOLIO

It shows I can turn operational friction into a usable experience.

Reps can build window estimates, apply tax and discounts, generate contracts, send records to GHL, and manage product data through connected sheets and webhooks. It is supporting proof of product-minded creative problem solving—not a substitute for paid-social performance work.

Rep authentication and estimate ownership
Dynamic product catalog and sketch library
Contract PDF generation and customer sending
GHL + Make.com workflow handoffs

Selected product demo only. The working client tool and access credentials remain private.

How I work

Read the signal.

Find the fatigue, friction, or unproven assumption in the actual data and customer journey.

Name the bet.

Turn the insight into a specific angle, hook, format, audience, and success metric.

Make the asset.

Brief, design, edit, build, and ship without losing the strategy in a long handoff chain.

Feed the loop.

Version the work, read performance, and use the miss or win to define the next round.

About

I’m a growth marketer who builds like a creative operator.

My background spans performance marketing, creative strategy, brand systems, landing pages, CRM workflows, and AI-assisted product builds. I’m strongest in the space between a dashboard and a creative brief—where a team needs someone to explain what the signal means and turn it into something shippable.

Meta creativeFigmaCreative briefsLanding pagesAI workflowsConversion systems