“I tried everything.”
Move the customer from blaming her body to questioning the products that kept failing her.
Frustration → relief
Available now · Remote · CET
Creative strategy, from the first hook to the final click.
I turn customer language into paid-social angles, briefs and Shopify journeys. The job is not to make more content. It is to find the message that earns attention, then carry it through the page.
Meta + TikTokCreative strategy
DTC · ShopifyAd to landing page
FR + ENResearch and copy
Choose your evidence
Short on time? Go directly to the work you are hiring for.
Selected work
One commercial argument, carried through the funnel.
Research finds the friction. Creative earns the click. The landing page keeps the promise. CRO identifies what to test next.
01InsightVOC + objections
→
02CreativeAngles + hooks
→
03ClickQualified intent
→
04PageMessage match
→
05TestIterate + scale
Creative, conversion and outcomes
Ads, landing pages and proof.
One working library—from the first hook to the post-click experience.
Creative principleThe prettiest ad is not the winner until the data says so.
Polished brand creative and rough, platform-native executions both belong in the testing plan. I stay attached to the hypothesis—not the artwork.
Paid social · Fitness / DTC
CORESet
Comparison, offer architecture, native proof and lifestyle positioning.
Paid social · Beauty / Hair removal
Élane — trimmer
Frustration, identity-aware problem solving, native proof and cost contrast.
Paid social · Body care
Élane — exfoliating towel
Mechanism, hygiene, customer proof and urgency across polished and native formats.
Paid social · Specialist skincare
Nubiance
Clinical clarity and premium restraint, with Black and dark skin centered as the customer—not treated as an afterthought.
Post-click work
Landing pages & storefronts
Advertorials, Shopify PDPs, campaign landers, merchandising and guided selling.
Confidential advertorial · identity withheldMeasured outcomes
Proof
Performance evidence from agency work and controlled conversion tests.
Agency work shown here was completed in my Creative Strategist role at Conversion Based. Performance figures are team outcomes from the agency portfolio.
Brand cases
The work is above. Here is the thinking behind it.
Each case connects audience insight, creative direction, the post-click journey and the commercial decision that followed.
01
Élane — making sensitive-skin hair removal feel seen.
Most category messaging stops at “smooth skin.” The useful tension was underneath: irritation, coarse hair, hormonal regrowth and the feeling that mainstream hair-removal advice was not designed for every body.
“Black women were told irritation was the price of smooth skin.”
Name an ignored experience directly. Recognition becomes the trust mechanism.
Recognition → confidence
“Your regrowth is not a personal failure.”
Replace shame and resignation with a routine designed around the customer’s reality.
Shame → control
Strategic moveFrom generic grooming to identity-aware problem solving
SystemHook → proof → product mechanism → purchase confidence
ProductionLive Shopify PDP, continuously iterated
02
Kanna Beast — trust before persuasion.
In a restricted category, loud claims create resistance. The strategy paired native-feeling paid creative with a proof-led store journey: clear product education, creator authority and consistent visual signals from ad to page.
<1% → 2.7%Store conversion rate
4 monthsLift held
10×Traffic scale during the period
Team outcome from Conversion Based’s agency portfolio.
Reduce uncertainty first.
Map objections around effect, dosage, trust and legitimacy before writing concepts.
Show the experience.
Use product, creator and outcome cues instead of relying on aggressive claims.
Keep the promise intact.
The store answers the exact question raised by the ad instead of resetting the conversation.
03
Nubiance — specialist skincare, without sacrificing desire.
The goal was not to make representation the “concept.” It was to give Black and dark skin the same premium, minimalist visual treatment the beauty category has long normalized elsewhere—while staying precise about hyperpigmentation, sensitivity and post-inflammatory marks.
Clinical clarity. Editorial restraint. A customer who is centered, not added later.
The system moves between education, ingredient proof, customer evidence and premium product imagery. Each format answers a different objection without flattening the brand into generic “problem skin” advertising.
01Customer-language hook
Use the audience’s exact hyperpigmentation question as the opening frame.
02Premium representation
Center Black skin inside aspirational beauty codes—not outside them.
03Education before persuasion
Connect the formula to a precise use case instead of reaching for vague “glow” language.
Premium, minimalist and unmistakably specific.
Editorial restraint protects desirability while the casting and skin context make the customer immediately clear.
Turn real questions into creative territories.
Hyperpigmentation, ingredient confidence and routine fit become distinct hypotheses—not interchangeable hooks.
Move from education to commercial urgency.
Customer proof, bundles and seasonal offers enter after relevance and trust have been established.
04
From catalogue browsing to guided selling.
A large catalogue creates choice overload. The work reframed products around intent—sleep, stress, protection and gifting—then used merchandising, education and cart logic to help the customer decide.
Controlled test
+21.4%
Cart-upsell lift measured against a live control with Intelligems.
Store trajectory
0.36% → 1.33%
Conversion growth across the French lithotherapy portfolio.
05
Turn expertise into an offer people can understand.
Digital products do not have a physical object to carry the sale. The creative system had to make transformation, authority and product depth visible before asking for the purchase.
+27%Average order value
+42%Add to cart vs single products
Package the outcome, not the file count.
Authority-led pages, bundle architecture and product previews made an intangible offer feel concrete.
06
A Trojan-horse advertorial built to lower category resistance.
This case is intentionally partial. The brand name, proprietary research and most production assets are withheld; what remains demonstrates the strategic architecture without exposing the client.
Brand identity withheld
Deliberately limited preview
Map the shame barrier.
Separate the private customer truth from the language she is comfortable engaging with publicly.
Lead with a story, not a product.
A diary-style confession earns attention before the commercial mechanism is revealed.
Carry curiosity into proof.
The advertorial transitions from identification to education, mechanism, reassurance and purchase intent.
Conversion systems
One-off ideas are useful. A system is better.
I built a working library of ecommerce patterns to move faster without making every brand look the same.
44Page and gallery templates
20Conversion blocks
04Core jobs: attract, explain, reassure, convert
Hero systemOffer-bar botanical↗
Hero systemHand-held UGC↗
Gallery systemClinical confidence↗
Gallery systemPastel beauty↗
How I work
Research first. Then make the next decision obvious.
AI-enabled workflow
AI accelerates the synthesis. It does not replace the judgment.
I use Claude, Gemini and Codex to process large amounts of customer language, compare patterns and pressure-test hypotheses. Higgsfield helps translate approved directions into visual exploration. The final angle, claim, brief and testing decision still require human context and taste.
InputsReviews · comments · ads · communities · support data
→
AI synthesisVOC clusters · objections · awareness · audience hypotheses
→
Human decisionAngle territory · hook · proof · platform brief · test
Find the language
Pull customer language from reviews, comments, communities, support tickets, competitor ads and the product itself.
Build angle territories
Different motivations, objections and awareness levels—not cosmetic variations of one idea.
Brief for the platform
Hook, visual device, proof, script beats, CTA and what the landing page must continue.
Read the full funnel
CPM and attention, CTR and intent, conversion rate and offer. Fix the actual constraint.
Turn data into creative
The report ends with a decision: kill, iterate, scale or open a new territory.
About
A marketer who can think across the whole journey.
I started in corporate marketing at Schneider Electric, then moved into ecommerce, agency work and CRO. That path made me unusually comfortable moving between audience psychology, creative production, Meta performance and the Shopify experience after the click.
AI is embedded throughout my workflow—from research synthesis and audience hypotheses to creative exploration, iteration and production—but never used as a substitute for customer understanding or direct-response judgment.
What I bring
- Customer and competitor research
- Angles, hooks, scripts and briefs
- Meta and TikTok creative strategy
- Shopify landing pages and PDPs
- CRO hypotheses and test planning
- English and French communication
Looking for someone who can own the thinking and still do the work?