D2C footwear
2.4× blended ROAS at scale
A Shopify footwear brand was stuck at breakeven and afraid to scale. We engineered a creative-led system that grew spend profitably.
Meta & Google
2.4×
Blended ROAS
+180%
Profitable spend
4×
Creative velocity
+31%
Conversion rate
The challenge
Where growth was leaking
Creative was produced ad-hoc and rarely tested, the account structure fought the algorithm, and client-side tracking under-reported conversions — so scaling spend just lost money faster.
The approach
What I built
- Built a structured creative-testing engine with a steady pipeline of angles and hooks
- Restructured campaigns around Advantage+ and consolidated signal for the algorithm
- Implemented server-side tracking to recover lost conversions and sharpen optimisation
- Managed scaling against blended ROAS so growth stayed profitable, not just bigger
More work