10+ years running Meta accounts across lead gen and eCommerce. Most of that time spent on one question: why some accounts compound, and others plateau no matter how much creative they produce.
This is not a traditional portfolio. It's a record of how the work actually gets figured out — creative decisions, testing systems, the constraints that shaped them, and the patterns that kept showing up.
Most of it reads like a breakdown: what the account looked like, what the problem was, what changed, and why it worked. The frameworks and playbooks are the systems underneath the case studies — and The Creative System is the place to start if you want to understand how they fit together.
Start with The Creative System →Ten years of paid social, most of it on Meta. Looking for a role where creative strategy and performance accountability sit in the same seat.
Short engagements for accounts that have stalled or creative systems that need rebuilding from the ground up.