Lisandro M.

Lisandro is an Advertising and Marketing professional with 6+ years of experience across creative strategy, art direction, performance creative, and content development for DTC, ecommerce, education, automotive, and service-based businesses. He has hands-on experience owning creative roadmaps and production workflows, translating marketing priorities into production calendars, assigning owners, managing deadlines, and coordinating multidisciplinary creative teams through tools such as Asana, ClickUp, and Monday. His background combines cross-channel creative strategy with performance analysis across Meta, Google, email, DTC, and retail, using creative performance data to identify winning concepts, address creative fatigue, and guide future production priorities.

• •Developed end-to-end creative strategies for agency and in-house marketing teams, supporting a diverse portfolio of DTC, e-commerce, education, and service-based businesses through performance-driven campaigns.
• •Created highly detailed creative briefs that included copy direction, messaging, visual references, assets, music, animation guidance, transitions, timelines, and production requirements, enabling creative teams to execute campaigns efficiently with minimal revisions.
• •Led Google Ads funnel strategy for an education client by designing multi-stage landing page experiences, audience segmentation, and nurturing campaigns that guided prospective students through the enrollment journey.
• •Partnered closely with clients to understand their business, products, services, and target customers before developing campaign strategies, ensuring creative decisions aligned with business objectives and customer needs.
• •Used CTR as the primary creative health metric, leveraging click-through performance to evaluate messaging effectiveness, hook strength, and first-impression quality before optimizing broader campaign performance metrics including CPC, ROAS, conversion rate, and engagement.
• •Applied a structured, data-driven optimization process by reviewing campaign KPIs, pausing underperforming campaigns, conducting root-cause analysis, and executing iterative A/B testing to continuously improve creative performance.
• •Emphasized customer research and audience profiling as the foundation of creative strategy, recognizing that campaign performance depends on deeply understanding customer motivations, behaviors, and messaging preferences before execution.
• •Combined creative strategy with hands-on production expertise across copywriting, graphic design, animation, video editing, and art direction, leading both strategy and execution throughout the creative process.

Brings hands-on experience across Creative Strategy and Roadmapping, Art Direction and Brand Identity, Creative Production and Project Management, Campaign Planning and Creative Brief Development, Performance Creative and Optimization and Copywriting and Messaging. Also works across:

• •Team Leadership and Task Management
• •Production Calendars and Workflows
• •Paid Social and Performance Marketing
• •Meta Ads
• •Google Ads
• •Email Marketing and Nurturing
• •DTC and Ecommerce Marketing
• •Retail Creative
• •A/B Testing and Creative Optimization
• •AI-Assisted Production and Generative AI Tools
• •Adobe Creative Suite
• •Figma
• •Sports Marketing
• •Asana
• •ClickUp
• •Monday