Six engagements, written up the way a hiring manager reads them

Challenge

A civic organisation needed mass regional awareness with effectively zero media budget and no existing content system.

Approach

• Built a single narrative brand voice and a fixed publishing cadence rather than ad-hoc posting.
• Produced 166 designs and 22 reels from repeatable templates, so volume scaled without cost.
• Tracked reach, engagement rate, watch-through and share velocity weekly, and reallocated format mix toward what compounded.
• Treated organic performance as a creative-testing lab: hooks proven organically become paid creative candidates.

Why it matters for Elite Eleven

Elite Eleven is a founder-led activewear brand where creative is the lever. This is direct evidence I can produce high-volume, on-brand creative and let data — not opinion — pick the winners.

Challenge

Paid leads were arriving faster than they could be qualified and followed up, so ad spend was converting into unworked pipeline.

Approach

• Mapped the full lifecycle: capture → enrich → outreach → follow-up sweep → booked call.
• Built the pipeline on n8n with a pgmq queue, an admin console and a complete audit trail.
• Added AI-assisted enrichment and first-touch drafting, with human approval retained on send.
• Wired lifecycle stage data back to the ad platforms so optimisation targeted booked calls, not raw form fills.

Why it matters for Elite Eleven

For an e-commerce brand this is the same machinery behind post-purchase flows, abandoned-cart recovery and retention — spend efficiency created after the click, not just before it.

Challenge

Client acquisition costs were rising as manual interest-stack targeting saturated and creative refresh lagged behind fatigue.

Approach

• Migrated to Advantage+ broad-audience structures with consolidated budgets, letting creative carry the targeting signal.
• Instituted a weekly creative refresh rhythm with hook-rate as the first-pass kill metric.
• Rebuilt tracking with Meta Pixel plus Conversions API and disciplined UTM governance to recover attribution.
• Separated prospecting, retargeting and retention budgets with explicit pacing rules per stage.

Why it matters for Elite Eleven

Elite Eleven's brief is Facebook, Google and TikTok Ads with real budget ownership. This is the exact structure I would bring to their Meta account in week one.

Challenge

Creative production was the bottleneck: not enough variants to test, and no objective way to kill losers early.

Approach

• Defined hook-rate (3-second view rate) as the gate before spend is committed to a full variant.
• Built modular templates so a proven concept could be re-cut across formats and markets in hours.
• Ran UGC and motion variants in parallel, logging every result to a shared creative library.
• Used AI for briefing, script variation and copy angles, keeping human judgement on brand voice.

Why it matters for Elite Eleven

Activewear lives on visual iteration. This system means Elite Eleven gets more tests per euro, and every test compounds into a documented library.

Challenge

One blended campaign was being used across two markets with different price sensitivity, cultural references and platform behaviour.

Approach

• Split reporting and budgets per market before touching creative, so the differences became visible.
• Wrote separate creative theses per market — distinct offer framing, references and formats.
• Localised landing experiences and messaging rather than translating a single template.
• Reviewed per-market CAC and ROAS weekly and rebalanced budget accordingly.

Why it matters for Elite Eleven

Elite Eleven is a Melbourne-founded brand expanding into Germany. Market entry is precisely this problem, and I have run it before.

Challenge

Inbound inquiries from paid traffic stalled between first message and a booked strategy call.

Approach

• Connected paid ad click-to-message flows into GoHighLevel with stage-based automation.
• Built templated qualification sequences with automatic routing and reminder sweeps.
• Instrumented every stage so drop-off could be located exactly rather than guessed.

Why it matters for Elite Eleven

Demonstrates ownership of the whole revenue path — the click is the start of the job, not the end of it.