When I came in, the creative was stale. Generic formats, gimmicky hooks, ads that could've been for any supplement brand on the internet. Nothing about the work reflected the actual brand or why people loved it.

By working directly with the founders, I led a team of designers, video editors, content creators, and external creative partners to rebuild the entire performance creative engine with better briefs, creative direction, and more culturally relevant concepts that actually sounded like Tropeaka instead of a template. I also helped evaluate and restructure their agency partnerships to make sure the external talent matched the budget and the ambition.

We scaled to 20+ new creatives per week, with individual assets generating upwards of $20K in revenue on their own. BFCM 2025 alone drove over $1.2M in revenue with a 50% increase in total sales YoY.

The work wasn't about making louder ads. It was about making the creative actually say something worth hearing, and then building the systems to do that at scale, every single week.