about
Strategy that starts with a feeling and ends with a number.
There's a version of this job that's just spreadsheets and briefs. I'm not interested in that version. The way I see it, creative strategy is the discipline of understanding why people care about things — and then building the systems that let you test that understanding at scale.
I come from design. I know what a good frame looks like before the numbers tell me. I also know how to read a performance dashboard at 11pm and feel something about it. These two things used to seem like they didn't belong in the same person. Now I think they're the whole job.
In practice: I build strategies, write hooks, direct teams, run AI production systems, and brief the brief. I work closest to the founder because that's where the actual decisions happen. I obsess over what isn't working as much as what is. And I've learned that the most important creative insight usually lives one layer beneath the obvious one.
Creative strategy
Paid social · Meta, TikTok, DSP
AI-native production
UGC concepting
Copywriting & hooks
Performance analysis
Team building
Localisation
Agentic AI · n8n, Replit
Brand & campaign strategy
Influencer marketing
Integrated campaigns
10years in creative strategy
70+award metals
2K+creatives/month at Boo
27person global team led
