Customer Acquisition Strategy
Most ads — and most portfolios — fail at the job that actually matters: earning attention from the right person. This page is a demonstration of the kind of thinking I bring to the table. But I do much more than ads. I build profitable customer acquisition engines for ecom brands.
Media buying is no longer about technical hacking—it’s about creative strategy. Since Meta’s automation handles the heavy lifting of distribution, I focus my energy on the high-leverage assets that move the needle: a compelling offer, persuasive copy, and a value proposition that hits instantly. This means a very well thought-out strategy that maximizes the chance of success before investing a ton of money into ads
I care about contribution profit/margin, efficiency, conversion quality, and lifetime value — not dashboards that look busy but hide weak economics.
Ads are only one part of the system. I look at the offer, landing page, checkout, email, creative angle, and friction points together, because that's how growth actually works.
I heavily leverage AI to speed things up: for example, before AI, building a new funnel would've taken days. Now it takes ~2 hours. Other use cases are building reports, analyzing customer reviews to extract insights and create copy, and everything in between
I build testing structure, reporting logic, creative feedback loops, and acquisition processes that compound. The goal is not one lucky month. The goal is a stronger engine.
Bring me the messy version — rising CAC, weak conversion, broken post-click flow, unclear positioning, whatever it is. Forty-five minutes on a call, no slides, no pitch. I'll tell you within that call whether I see a real opportunity. If I don't, I'll tell you that too.
Four examples, four specific problems, four specific outcomes.
+30%
Conversion Rate Lift
Inherited a DTC brand sending cold Meta traffic directly to a product collection page. The diagnosis wasn't in the ad — it was in the destination. I built a dedicated pre-sell landing page that frames the product before routing to the collection. CVR up 30%, CAC down meaningfully, contribution margin recovered.
+50%
Contribution Margin
Diagnosed a positioning gap: purchaser data showed a clear demographic concentration the brand's messaging wasn't speaking to. Led a repositioning of offer, creative, and funnel. New creative resonated with the right audience, CPMs dropped significantly, and contribution margin lifted ~50% within weeks.
$5M+
Annual Ad Spend Managed
Built the acquisition setup from scratch for one of the company's largest IP partnerships. Ad account architecture, conversion tracking, creative strategy, campaign structure. Live on day one with the pixel intact, audiences segmented, budget pacing on plan. Calm launches at this scale are rare.
+20%
Average Order Value
Tested an offer change on a brand where AOV had stagnated. Restructured the proposition without threshold discounts or free-shipping mechanics. AOV rose 20% with conversion rate holding flat — meaning the lift was real revenue per order, not discount-funded.
Before I write a creative brief, I want to know how the customer actually talks. Not how the brand thinks they talk — how they actually do. So I built tools that mine the places where customers speak honestly:
Most creative work is downstream of a guess. This makes the work downstream of evidence.
10+ years in performance media. $5M+ in annual ad spend managed. Brands across DTC and subscription. Licensed launches including Harry Potter, Lord of the Rings, and Star Wars. Background in clinical psychology and advertising. Based in Cluj, working with brands globally.
Bring me the messy version. No spam, no bloated process. Just a direct conversation about where your growth engine is leaking and what it would take to fix it.