I focus on improving Meta ad ROI by testing different creatives, hooks, audiences, and CTAs, then using the data to decide what to scale or cut. I track metrics like CTR, CPC, conversion rate, CPA, and ROAS to see where the campaign is losing money or gaining traction.

I also use retargeting for warmer audiences, like people who visited the site or engaged with content, since they are usually more likely to convert. For SprinkleBites, I would test angles like protein, reduced sugar, all-natural ingredients, and fun topping ideas to see which message drives the best return.

I optimize email campaigns by keeping the message clear, targeted, and easy to act on. I focus on strong subject lines, simple copy, good visuals, and one clear CTA.

I would also segment the audience so new subscribers, past buyers, and abandoned cart users get messaging that fits them. Then I’d track open rates, clicks, conversions, unsubscribes, and revenue to see what’s working and keep improving through testing.

I approach short-form content by starting with the feeling I want the viewer to have in the first few seconds. Before filming, I think about the hook, the facial expression, the setting, and the pacing, because short-form video has to feel clear immediately. I try to keep the content simple, natural, and focused so the viewer understands the message without it feeling forced.

For an app like Kairos, I would focus on quiet, emotionally honest moments that feel relatable to a Christian audience: pausing in the car, sitting in my room, walking, or taking a break during a busy day. I would use simple text overlays, natural lighting, and a genuine reaction to make the video feel like a real moment instead of an ad. My goal would be to create content that feels personal enough to stop someone from scrolling, while still clearly leading them toward the app.