I led the creative direction and positioning for all paid media content and ads across Meta and Google/PMax, building persona-driven messaging frameworks that aligned with learner needs across global markets. While the performance marketing team handled bidding, pacing, and optimisation, I owned the creative and strategic side — including campaign themes, brand voice, audience insights, messaging hierarchies, and the design direction for every asset.

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For every campaign, we developed multiple variants to A/B test hooks, CTAs, and value propositions, ensuring we maximised efficiency across a multi-million Euro annual marketing budget.

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Over a three-year period, these campaigns contributed to a 71% increase in revenue and a 35% boost in profitability, supported by sharper targeting frameworks, more insightful creative, and a consistent flow of high-performing assets.

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Below are selected static pieces from a few campaigns. I chose these particular creatives because they were built on larger, campaignable themes (not just individual course promotions). They demonstrate how unifying human insights can shape stronger, more scalable paid media ideas that cut through the clutter. Several of these campaigns also included creative for Alison products beyond courses.