vinileao

Ran paid campaigns across Google Ads and Meta. A/B tested ad creatives, copy, and landing pages to lift conversion rates. Built reporting dashboards in Google Analytics and Looker Studio.

Managed content strategy for the Brazilian audience, adapting cultural context and identifying local trends. Used performance data to shape content direction and improve engagement.

Bridge between creative and paid media teams for Australian Fortune 500 FMCG brands. Pulled together external signals (cultural trends, platform updates, competitor moves) and internal signals (comments, DMs, engagement data) into weekly creative briefs and scripts. Wrote performance framework scripts (Problem-Solution, USP-Feature, Lifestyle Inspirational, Entertainment) in weekly brief decks, directing what content the team should produce. Led creative strategy for Twisties' TikTok revival. Took the brand from 'forgotten nan and pop's chips' to a Gen Z absurd icon through cultural listening and trend-jacking. Featured in Campaign Brief. Drove Doritos' 'ignite the bold' positioning for Gen Z and Millennials. Strategy covered in LBB Online for championing the brand's iconic orange dust moments. Delivered 10-20% brand lift and sales increases across Twisties and Doritos through insight-led creative. Ran Creative Sprint for Pure Blonde targeting the Sydney market. Did the community listening and cultural research, then developed a concept that went off in the comments. Collaborated with US VaynerMedia teams on Casper (DTC mattress brand). Studied their community-driven approach, including the viral in-store 'sleeping mannequin' activation.