Growth Marketing
Worked closely with the Growth Marketing Director at Apothékary on paid social creative across Meta, TikTok, and Google Display, driving ROAS and scalable growth. Extended campaigns into the physical world through OOH and LinkNYC in New York, developing out-of-home and motion assets to increase visibility.
Growth & Acquisition | Performance Marketing | Paid Campaign Creative
Collaborated with:
Design: 2 designers
Content: Copywriter
Marketing: Growth Director
Paid Ads
Case Study: Meta Creative Testing for Take The Edge Off®
Learning: How Low-Fidelity, Comparison-Based Creative Drove Higher ROAS
We tested Meta ads for Take The Edge Off® by comparing high-production creatives with low-fidelity, UGC-style content to see what actually drove better ROAS and clearer messaging. The low-fidelity ads consistently performed better, and the strongest format overall was simple comparison charts (Alcohol vs Take The Edge Off®) because they made the value proposition easy to understand quickly. Even within those, the more stripped-back white-background versions outperformed branded designs, likely because they were easier to read and felt less like ads. Overall, it came down to clarity and native feel—less polished production, more straightforward communication, and lower cognitive effort for the viewer.
Paid Ads
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