Jack Warren
0:00 · cold open

Creative strategist for DTC brands on Meta.

0:00–0:03
Hook

consistently getting sh*t done.

Head of Creative for a portfolio of DTC brands on Meta. I pick the angles, write the briefs, direct the editors and read the results. Here's what that looks like on real accounts.

1.72x
ROAS across 357 ads I made, vs 1.64x for the rest of the account
5.93x
ROAS on a lander I built, vs a 1.23x account average
$151K
spent on my ads in one account, 1,731 purchases
0:03–0:20
Body

The work

Client names are left out on purpose. The numbers come straight from their Meta ad accounts.

Case 01Premium titanium cookwareSep 2025 – now

Cleaning up a $3.4M account and rebuilding its creative

My role: joined on email in Sep 2025, then took over all creative: video briefs, statics, landing pages, Klaviyo flows and creative direction.

The problem

1,900 active ads across 7 campaigns and a 1.26x blended ROAS, with spend spread too thin for most ads to get a fair test.

The move

An ad-by-ad audit that paused the losers, then new statics, videos and landers built around the angles already converting.

The result

$8–11K a month of wasted spend cut, and my ads outperformed the account average over 13 months.

1.72x
ROAS on my ads vs 1.64x account, Sep 2025 – Oct 2026
1,731
purchases from 357 ads I made
5.93x
lander ROAS vs 1.23x account average (Aug 2026)
$8–11K
monthly wasted spend cut in the first audit
My top ads in this account
BundlesStatic, bundle offer
$8.2Kspend
134purchases
2.58xROAS
Board bundleStatic, cutting board set
$11.8Kspend
196purchases
2.41xROAS
New board PDPStatic to product page
$17.5Kspend
231purchases
1.93xROAS

Separately, the brand was acquired during this period. I stayed on and still run its creative under the new owner.

Case 02Children's supplementAudit · Mar 2026

Finding the one angle doing the heavy lifting

The question

Which formats and angles were actually driving purchases across 551 orders in a month?

What I found

Stacked flexible formats held up best at high frequency, and one angle drove nearly a third of purchases.

What I did with it

Built the next brief slate around the proven format and angle instead of fresh guesses.

$31K
spend in the audited month
168
purchases from the top angle
1.61x
best ad's ROAS vs 1.33x account average
Case 03Team and process

Briefs editors can actually follow

The problem

Editors working in their second language reported losing up to an hour per brief working out what was being asked.

The move

One instruction per line, the source clip named on every shot, trackers and concept libraries per brand, and a standard feedback doc.

The result

Every brand runs on one system: five videos per brief, each on a different proven framework.

8
editors briefed every day
12
brands with their own tracker and concept library
Case 04ScaleReceipts from Ads Manager

Comfortable where the budgets are big

I've made creative for Meta accounts spending up to $889K a month. Screenshots straight from Ads Manager, with brand names hidden.

$889K
in one month on a skincare account (Jan 2025)
$26M+
combined lifetime Meta spend across accounts I've worked on
~$20K
a day on a Korean skincare account I write scripts for now
Ads Manager campaigns for a skincare brand, January 2025, with names hidden. Top campaign spent $809,735 for 18,512 purchases.
Skincare brand, January 2025. One campaign spent $810K for 18,512 purchases; $889K across the account that month.
Ads Manager campaigns for a Korean skincare brand, 1 Sep to 20 Oct 2026, with names hidden. Top campaigns spent $362,790, $166,216 and $146,163.
Korean skincare brand, 1 Sep – 20 Oct 2026. Top three campaigns: $363K, $166K and $146K.
Ads Manager campaigns for a tanning brand, March 2026, with names hidden. Top campaign spent $100,046.
Tanning brand, March 2026. $108K across the account in one month.
0:20–0:28
Claims

Claims, with receipts

Every good ad backs up its claims. Compliance made me.

Claim 1

Decisions come from data

Ads get cut at a set CPA, not by feel. A new concept has to change the persona, angle, offer or format, or it isn't new.

Receipt: 1,900 ads audited, $8–11K a month of waste cut.
Claim 2

Clear communicator

Writes briefs editors understand in their second language, and founder updates in one paragraph instead of ten.

Also fluent in "can we make the logo bigger".
Claim 3

Keeps learning

Two paid ad courses this year, turned into the playbook behind every brief, plus hands-on AI production in Higgsfield, Kling and ElevenLabs.

Side effect: says "mass desire" in casual conversation.
0:28–0:38
Proof

How a winning ad gets made

The same loop runs on every brand I work on.

  1. Step 1

    Research

    Desires, sub-avatars and awareness levels, in the customer's own words from reviews and comments.

  2. Step 2

    Borrow the format

    The longest-running competitor ads, adapted at format level.

  3. Step 3

    Define the concept

    Persona, angle, offer, format. Change none of them and it isn't new.

  4. Step 4

    Brief five

    One concept, five videos, each on a different proven framework.

  5. Step 5

    Read and iterate

    Hook rate, hold rate, CPA against breakeven. Winners get real variations.

SectionContentDirection
Hook 1"your pan is the reason dinner sticks"Close-up, egg welded to a scratched non-stick pan. 2 seconds. Keep the sizzle.
Hook 2"i threw out 4 pans before this one"Bin lid opens, old pans drop in one by one. Fast cuts.
Body"Titanium doesn't flake, so nothing ends up in your food…"Same egg slides off the titanium pan. Use clip 3, 0:04 to 0:09.
CTA"Grab the set while it's on offer."Product on the hob, offer on screen, end frame.

Illustrative brief in my house format. A redacted real brief is available on request.

0:38–0:42
CTA

want this on your account?

Start with a creative audit of your Meta account. Happy to walk through any of this live, including the ad accounts behind the numbers.

Get a creative audit CV ↗ LinkedIn ↗

Jack Warren is a jack of a few trades, not all of them. Figures in USD, from the brands' own Meta ad accounts. Side effects of hiring may include tighter briefs and fewer wasted ad sets.