Herve T.

DTC Growth Consultant - Lead Media Buyer & Creative Strategist

Most DTC brands don't have a traffic problem. They have a leakage problem. They suffer from: - Creative Dry Spells: Relying on "creative magic" rather than a systematic, high-velocity testing framework. - Post-Click Friction: Sending expensive Meta traffic to generic product pages with terrible conversion rates. - Algorithmic Blindness: Broken Conversions APIs (CAPI) and signal rot forcing Meta's AI to bid on garbage data. I don’t run ads to "test the waters." I install a battle-tested, data-driven Creative Engineering System designed to lower your blended CAC and scale your spend sustainably. I am a bilingual (English/French) Head of Growth and direct response marketing expert. I manage high-scale accounts by treating media buying as a game of variable isolation, not guessing. THE ADMATRIX OPERATING MODEL I align your entire acquisition pipeline into a single, cohesive engine: 1- Systematized Creative Production: I don’t deliver random ad ideas. I map your product against specific target avatars and mass desires, delivering modular briefs to your editors to isolate variables and eliminate creative dry spells. 2- Consolidated Account Liquidity: No chaotic, over-segmented ad accounts. I run streamlined, high-budget CBO campaigns to maximize Meta’s machine learning, graduating validated assets systematically. 3- Post-Click Congruency: I match the ad’s message to the landing page. I build and split-test custom advertorials, listicles, and interactive quiz funnels to double site-wide conversion rates. 4- Signal Resilience: I fix your tracking (GA4, GTM, CAPI) to feed high-fidelity conversion data back to Meta’s bidding algorithm. BATTLE-TESTED CASE STUDIES Case Study 1: Scaling Wellness Brand - The Challenge: Launching a premium, multi-component wellness pack in a highly skeptical market without burning capital on unvalidated creative concepts. - The Strategy: We built rapid, low-cost prototypes using AI-generated avatars to validate angles before spending on creators. Once we nailed a 30% Hook Rate and 25% Hold Rate on our "Upstream Cortisol" reframe, we casted an organic creator, stripped the clinical vibe for an approachable aesthetic, and scaled the concept. - The Outcome: Scaled spend from $1,000/day to $3,000/day while dropping CPA from $65 to a highly profitable $35. Developed custom advertorial and quiz landing pages that lifted conversion rates from 1.8% to 3.2%. Case Study 2: The Technical & Creative Turnaround (DTC Shapewear) The Challenge: A scaling brand (€210K/month) stagnating due to broken tracking, rising CAC, and ad fatigue. The Strategy: - Rebuilt their broken tracking pipeline, restoring their Meta CAPI match score to 9/10 so the algorithm stopped bidding blind. - Replaced disjointed ad creatives with modular, congruent landing pages. - Simplified their fragmented ad account into a high-liquidity CBO framework. The Outcome: Drove 60% revenue growth in 90 days. Lifted store conversion rates from 0.9% to 3.0% and pushed AOV from €70 to €120 via smart bundle testing. CORE CAPABILITIES Media Buying & Architecture: High-budget Meta, TikTok, and Google Ads management. Mastery of CBO scaling, creative graduation, and surgical ABO spend control. Creative Strategy & Briefing: Engineering hyper-detailed storyboards and script briefs for video editors with precise pacing and visual cues. Post-Click Optimization (CRO): Designing and coding custom direct-response landing pages, pre-purchase listicles, and high-converting quiz flows. Technical Infrastructure: GA4, Google Tag Manager, Server-Side Meta CAPI, and Consent Mode setups. HOW WE WORK TOGETHER I don’t need micro-management, and I don’t wait for instructions. I enter your Slack, align with your media buyers and editors, and own the creative-to-media-buying feedback loop. If you are spending $20k to $1M+/month and want to systematically stress-test your account architecture, lower your CAC, or scale your creative output, let's talk. Let's dissect your current acquisition bottleneck and map out exactly how we can scale your spend profitably.