Testing & performance.

I love using paid social as a creative testing ground. Every Meta campaign I work on includes multiple iterations, from subtle tweaks in copy and layout to bold shifts in colour and composition, so we can see what truly drives performance.

For Shoes & Sox, bright, high-contrast visuals and playful headlines consistently outperform more muted creative, especially when combined with movement or animation. Just as important is making sure each ad aligns with the campaign objective, whether that’s driving traffic, conversion, or awareness, so every element of the design is working towards the same goal. For me, performance and creativity go hand in hand: data shapes the direction, but instinct and storytelling make it memorable.

Since taking the lead on Meta creative, our results have spoken for themselves: stronger engagement, higher click-throughs, and a clear lift in revenue driven by testing, learning, and refining each campaign based on what resonates most with our audience.