Driving High-Intent Conversions for a D2C Parenting Brand

3.0% - 4.3% Sustained CTR

Up to 2.3x Peak ROAS

Full-Stack Execution

The Challenge

The parenting and educational market is deeply saturated, and busy parents have a high barrier to entry for new digital products. The goal was to break through feed fatigue efficiently without relying on massive, high-risk ad spend budgets.

Full-Stack Execution

I managed the complete pipeline from audience research to direct media buying.

Conducted deep audience research into busy parents' core pain points.
Scripted, designed, and produced high-performing static and video ad variations.
Crafted targeted direct-response ad copy aligned with user intent.
Optimized and scaled campaigns directly within Ads Manager.

The Results

By focusing on hyper-relevant creative messaging and precise audience targeting, we achieved exceptional engagement and conversion efficiency.

The Anchor Creative: Efficiently scaled a hero ad to over $3,300 (R53k) in spend, generating 132 new customer purchases at a profitable 1.48 ROAS and a massive 3.33% CTR.
The Engagement Outliers: Multiple creative variations smashed industry benchmarks with click-through rates soaring between 3.7% and 4.3%.
The Efficiency Play: Pinpointed a high-converting angle that captured new users at a peak 2.31 ROAS.

Winning Creatives

Helped this health and wellness brand 2.2x revenue in first 30 days.

1,000+ Creatives

$200k+ Managed Spend

10,000+ New Customers

The Challenge

The brand needed to scale customer acquisition rapidly without breaking their target ROAS. Standard creative testing was too slow, and volume constraints were severely limiting revenue potential during a critical 30-day scaling window.

Full-Stack Execution

I managed the entire pipeline from the first strategic hypothesis to live media buying.

Generated rapid creative concepts and visual ideation.
Designed and produced the final static and video assets.
Wrote direct-response Facebook ad copy to match visual hooks.
Launched, monitored, and scaled campaigns directly within Ads Manager.

The Results

By controlling both the creative strategy and the execution, we identified winning variants faster and allocated spend to high-intent concepts.

The Volume Driver: A single ad iteration drove 1,469 purchases, generating over $48,000 in conversion value at a 1.13 ROAS.
The Efficiency Play: Scaled a secondary creative asset to nearly $20,000 in spend, yielding 796 new customers while maintaining a 1.30 ROAS.
Sustained Profitability: Maintained a 1.34 ROAS across an additional $12,000+ in spend, capturing 567 purchases.

Winning Creatives

1000+ Ads Created Over Various Industries

Tools

Adobe CS

Motion

Canva

Particl

Claude

Slack

Capcut

Foreplay

Gemini

Skills

Strategic Thinking

I don't just make ads, I decide which ads are worth making. I connect creative to the actual business goal, so every direction I take is built to move a number, not just look good.

Creative Testing & Iteration

I treat creative like a system: hypothesis, test, learn, scale. I know what to double down on and what to kill fast, so budget flows toward what's working instead of what we hoped would work.

Data & Analytical Literacy

I read the metrics that matter — hook rate, thumbstop, CTR, CVR, CPA, ROAS — and turn them into the next creative move. I can tell you why an ad won or lost, not just that it did.

Direct-Response Copywriting

I write to convert: hooks that stop the scroll, offers that land, CTAs that close. Every line earns the next three seconds of attention.

Script Writing (A/V)

I write full two-column A/V scripts — visuals and action on one side, VO and dialogue on the other — so creators, editors, and clients see exactly how the ad plays before a single frame is shot.

Brief-Writing & Creative Direction

I turn strategy into briefs so clear the team can't miss. From hook to CTA, shot list to talent direction, I make sure what gets built matches what I intended.

Research & Competitive Intelligence

I mine customer psychology and competitor ad libraries to find the angle nobody's using yet. I spot the whitespace before the market crowds into it.

Platform Expertise

I build creative around how each platform actually behaves, especially Meta — formats, placements, and what the algorithm rewards. I work with the channel's mechanics, not against them.

Communication & Collaboration

I keep creators, editors, designers, and media buyers pulling in one direction. And I can walk a client through the why behind the work, not just hand it over.

Design-Tool Fluency

I'm fluent in Figma and Adobe, so I can execute when I need to and direct with precision when I don't. I speak the designer's language because I've done the work myself.

AI-Tool Fluency

I use AI to move faster — surfacing winning patterns, generating variations, and building creative at volume. The tools handle the grunt work; the judgment stays mine.

Funnel & eCommerce Thinking

I understand where an ad sits in the journey and what job it has to do at that stage. Cold traffic and a warm retargeting audience get different creative, on purpose.

Project Management

I keep production moving without dropping the creative bar. Fast, organized, and consistent — week after week, not just when it's easy.

Consistent Output

I ship a high volume of quality creative on a reliable cadence. You get momentum, not one great ad followed by a dry spell.

PSST...

Send me what you're working on. If it's a fit, I'll bring the strategy, the creative, and the performance thinking to back it up, and we'll build the kind of brand that moves the number

Who I am

About me

Most creative people know one slice of this business really well. I've worked all of them.

Over 12 years, I've sat in nearly every seat: design, strategy, copy, campaigns, and the performance side where the results actually get counted. That is the difference. When I build an ad, I'm not guessing at what the media buyer needs or what the brand is trying to protect. I've done those jobs, so the creative comes out informed from the first draft.

I'm also genuinely obsessed with this, and it shows in the work. I'm the one digging into why one ad outperforms another after everyone else has logged off, because I want yours to be the one winning. I don't hand over something that merely looks good. I hand over creative built to perform, and built to beat whatever your competition is running.

Art and science, both sides. That is where I work best, and where I make brands hard to ignore.

Reviews

100% job success score| 42+ 5 star reviews and counting| Top Rated

Keren is an excellent Graphic Designer, helping me with a whole brand revamp, new logo, brand guide and more! They always went above and beyond, met every deadline and consistently delivered high quality results. Keren also took on extra tasks outside of "Graphic Design" such as copy updates, content review and assisted in creating marketing assets. I would highly recommend Keren for anyone needing a consistent executor on graphic and content needs.

A level players are extremely rare, and A+ is even rarer. Karen's level of quality, reliability, and speed of execution or incredible and I highly recommend her for all your copy and design needs. Would definitely hire again as soon as we can.

Exceptional Branding Expertise and Communication. Keren was a fantastic partner in bringing our brand vision to life. Working from our rough concepts and general ideas, she created a complete, unique brand marketing kit that far exceeded our expectations. Her creativity and attention to detail were evident in the multiple logo iterations and the carefully refined colour profile she developed for us. Keren was patient and receptive to feedback, working tirelessly to perfect every element. Communication was seamless throughout the project, and the quality of her work was outstanding. I highly recommend Keren to anyone looking for a skilled, reliable, and creative graphic designer!

One of the best collabs on Upwork yet. Keren immediately understood my goals and got the job done quickly and professionally. Can't wait to work with her again.

Keren is simply amazing! Great original design work performed for our project. Took our general concept and brought it to life. Quality of work was exceptional and the delivery and presentation is very professional. A designer that knows their craft and excels with customer delivery and satisfaction. We have already engaged with Keren to complete further work for our new venture. Highly recommended.

Clearly communicated a date for delivery, delivered on the work required and some. Would definitely recommend.

I'm thoroughly impressed with Keren's work. The communication was excellent throughout the project—clear, timely, and efficient, making the collaboration smooth and straightforward. She delivered designs in three distinct styles, each strikingly well-executed and visually appealing. She also handled feedback exceptionally well, incorporating suggestions with professionalism and adapting the designs to meet the project's needs better. Each revision improved upon the last, demonstrating a keen understanding of the design goals. I would definitely recommend Keren if you're looking for someone reliable who delivers quality work and maintains great communication. She's a fantastic choice for any design needs!

Keren not only delivers outstanding work but is also highly communicative and consistently meets her deadlines well ahead of schedule.

Not only was Keren's communication exceptional, but her work was even more amazing! I had a vision and she definitely played a huge role in creating that. I can't wait to work with her in the future.

We hired Keren the second time already and again we were very satisfied with her work. She was working hard to meet our expectations and added her own creative ideas to make the illustrations even more compelling.

It was a pleasure to work with Keren. She really exceeded our expectations. She was able to finish even before the deadline on a tight schedule. I love that she is proactive and giving her own suggestions so that the end product is even better than originally specified. We already started the second project with her and I highly recommend her services.

Keren was great to work with. She was timely and responsive to all my needs and requests. She understood my vision and provided me a final product that represents that.

Fantastic artist that takes pride in the details. I presented a design idea and Keren took it to the next level with her suggestions. Very pleased with the final project. Very accommodating and punctual. I will definitely be using Keren in the future.

Keren was a pleasure to work with. Great communication, very friendly and easy to work with. The work itself was absolutely exceptional and beyond my expectations. The next time I need any similar work done I would love to work with her again.

Keren was an absolute pleasure to work with. She listened to my objective and exceeded expectations every step of the way! 10/10 - highly recommend.

Keren was great to work with! She went above and beyond and made a difficult concept look amazing! I would highly recommend Keren, and will work with her again!

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