~$1.1M
contribution margin from one giveaway launch, about $500K above the average of the two before it
Seven-brand D2C portfolio
The person who decides what to make is the person who buys it.
I run creative strategy and media buying for D2C brands on Facebook and Instagram. Since 2017 that has meant 100+ e-commerce brands and up to $1.3M+ a month in Meta spend, with budgets set by contribution margin and AI systems doing the routine work.
Growth measured in margin, at real scale.
$1.3M
record month for a women's apparel brand, up from a prior high just over $500K
Agency, ran paid social
8 months
for a mattress brand to go from five- to eight-figure annual revenue
Agency, ran paid social
Top 3
seller within three months for a new creatine product I ran Meta for, at a nine-figure supplement brand
In-house, regulated category
From the first audit to the weekly change log.
- Week 1
Unit economics
Margins, AOV and repeat rate turned into break-even CPA and ROAS, so every target means something.
- Weeks 1-2
Account audit
Tracking, structure, creative and spend reviewed against your store numbers, with a ranked fix list.
- Weeks 2-3
90-day plan
Structure, budget split, a testing roadmap and a competitor ad scan, with forecasts tied to your margin.
- From week 3
Creative strategy
Personas, angles, concepts and production-ready briefs, built from what your customers say in reviews, surveys and support tickets.
- Ongoing
Testing and scaling
A written plan before each test, clear kill and scale lines, and winners moved to scaling with their social proof.
- Weekly
Reporting
A change log every week and a monthly report, with Meta and store numbers shown side by side.
Every test gets a decision every morning.
I built a creative testing engine that reads each ad's results from Meta, applies the kill, scale and salvage rules, and names the next change for each test, whether that is the hook, the body, the CTA or the landing page. It only reads. Final calls stay mine, and every change is reversible.
- Budgets judged against contribution margin, not platform ROAS
- Spend decides when a test is done, not the calendar
- Missing numbers stay "unknown". No invented results
- Health and performance claims flagged early in regulated categories
Morning test reportSample data
| Concept | Spend vs target | Verdict | Next lever |
|---|---|---|---|
| Stiff mornings, founder story | 4.1x | Scale | Move best 2 ads |
| Before and after, static | 2.2x | Keep running | None yet |
| Ingredient close-up, UGC | 3.0x | Salvage | New hook, 3 options |
| Price anchor, carousel | 3.3x | Kill | Log learnings |
Tell me about your brand and your numbers.
A 30-minute call to look at where your Meta account stands and whether I can help. If it's not a fit, you'll still leave with the first thing I'd fix.
Email me to book a call
lane.valenzuela1@gmail.com
Based in Spokane, WA. Working remotely with brands across the US.