I started with a full audit of their advertising channels. To identify what were the current processes in terms of campaign strategy, targeting, creatives testing and overall hygiene. There were several things that needed to be changed. There was a lack of strategy in terms of how campaigns were launched and targeting that were tested. They were also targeting users who were easy to acquire at a cheaper cost but they were churning very fast. They had the budget but not the structure and the alignment. I conducted a deep analysis of audience signals to identify which segments were converting best and engaging at the lowest cost, and analyzed creative performance to understand what resonated most with the audience in terms of tone, elements, and messaging. Based on these insights, I built a two-month creative strategy focused on multiple A/B tests, reviewed conversion data to design testing strategies across CPI, CPA, and ROAS campaigns, and assessed historical performance to account for seasonality and its impact on results.