Notable Highlight
She was leading the Loop Earplugs creative repositioning from a functional product to a lifestyle brand, driving 4.7% CTR, 8.6% CVR, 4.3x ROAS, and 1.4M views.
Experience Summary
is a Creative Strategist with nearly six years of experience at Wie.+Kennedy, one of the world's most respected creative agencies, where she developed insight-led campaigns for global DTC and lifestyle brands including Loop Earplugs and Oura Ring. She specialises in turning human behaviour and cultural tension into high-converting paid social and brand creative across Meta and TikTok, working at the intersection of storytelling and performance marketing. Sarah owns the full creative strategy process — from audience research and briefing through to hook writing, UGC scripting, and performance iteration — and is known for building ideas that are both culturally resonant and measurably effective.
Key Achievements
For Loop Earplugs, Sarah reframed the product from a functional item to a lifestyle identity tool, delivering a 4.7% CTR, 8.6% CVR, 4.3 ROAS, 39% 3-second hook rate, and 1.4M+ views on the top-performing creative. For Oura Ring, her emotionally resonant simplification of complex health data yielded a 4.3% CTR, 7.9% CVR, and 3.9 ROAS, materially improving conversion from consideration to purchase. Both campaigns were developed during her nearly six-year tenure at Wie.+Kennedy, a globally renowned creative agency.
Skills
Work Experience
Creative Strategist
WK · Remote USA · April 2020 – Present
- Developed insight-led creative strategy and campaign narratives for global DTC and lifestyle brands, translating audience behaviour into high-performing, culturally relevant work.
- Built creative platforms from insight → angle → execution across paid social, digital, and brand campaigns.
- Developed high-converting hooks, scripts, and campaign territories grounded in real audience tension.
- Led briefing process for creatives and production teams, ensuring clarity, direction, and strategic depth.
- Partnered with cross-functional teams to align creative output with performance metrics and brand positioning.
- Iterated on winning concepts using performance data to scale results across multiple formats and audiences.
- Reframed Loop Earplugs product from "earplugs" to a lifestyle control tool through UGC-style storytelling, achieving 4.7% CTR, 8.6% CVR, 4.3 ROAS, 39% 3-second hook rate, and 1.4M+ views on top-performing creative.
- Simplified complex health data into emotionally resonant storytelling for Oura Ring, achieving 4.3% CTR, 7.9% CVR, 3.9 ROAS, and 35% hook rate.