Client: iMemories (DTC Subscription-Based "Family Tech" Company) Platforms: Meta & TikTok Objective: Scale ad spend efficiently while reducing CAC and expanding market reach Challenge When I started working with iMemories, their Meta and TikTok ad spend was at $25K/month with a CAC of $120. They struggled with scaling effectively due to creative limitations, poor attribution tracking, and inefficient audience targeting. The brand had a strong product but needed a structured creative pipeline and better tracking to scale profitably. Solution To achieve their growth goals, I implemented a multi-layered strategy that focused on creative execution, attribution, and scaling efficiencies: 1. Built a High-Performance Creative Team - Hired and managed a team dedicated to static ads, UGC, and direct response (DR) video content - Developed a streamlined creative testing framework to iterate and optimize performance quickly - Focused on hook-first creative strategies to increase engagement and lower CPAs 1. Led Creative Strategy & Execution - Designed a full-funnel ad strategy, incorporating top-of-funnel awareness campaigns and bottom-of-funnel retargeting - Crafted high-performing ad concepts rooted in consumer psychology and pain-point-driven messaging - Implemented an aggressive testing process, refining visuals, messaging, and audience targeting for maximum impact 1. Optimized Tracking & Attribution - Implemented Server-to-Server (S2S) tracking to improve data accuracy and attribution - Built a multi-touch attribution model to identify the highest-converting audience segments - Enhanced event tracking and pixel implementation to improve campaign optimization 1. Scaled Ad Spend Efficiently - Shifted from manual bidding to a structured scaling strategy leveraging AI-driven optimizations - Increased investment in proven creative winners, doubling down on top-performing angles - Systematically expanded lookalike and interest-based audiences to maintain efficiency at scale Results Within a few months, this strategy transformed iMemories' paid social performance: - Scaled ad spend from $25K/month to $600K/month (+1400%) - Lowered CAC from $120 to $90 (-25%), despite a massive increase in spend - Expanded into Canada, leveraging successful U.S. learnings to break into a new market - Built a scalable creative pipeline, enabling sustained performance improvements “Matt is a black belt in paid social. We've worked with many agencies and consultants before, and we’ve finally found our guy to unlock this channel for us. There’s no fuss with Matt—he knows exactly how to win on paid social without any of the unnecessary ‘fluff’ that you'll get from agencies.” — Mark R., CEO of iMemories Key Takeaways - Scaling isn’t just about increasing spend—it requires high-performing creative, efficient tracking, and smart audience expansion. - A structured creative pipeline and rigorous testing can unlock massive growth while keeping CAC under control. - Proper attribution and tracking (S2S, multi-touch models) ensure data-driven decision-making at scale. By combining creative, data, and smart media buying, I helped iMemories scale profitably while improving efficiency—proof that with the right strategy, brands can grow aggressively without burning through ad budgets.

Client: Sunbasket (DTC Subscription-Based Meal Kit Company) Platforms: Meta & Other Paid Social Channels Objective: Reduce CAC while maintaining customer LTV and driving sustainable growth Challenge As a Paid Social Manager at Sunbasket, I was tasked with improving efficiency in a high-spending ad account. At the time, Sunbasket’s CAC was at $400, significantly limiting profitability and growth potential. The company needed a strategy to lower acquisition costs without sacrificing the quality or lifetime value (LTV) of new customers. Solution To drive sustainable customer acquisition, I developed a multi-pronged strategy that focused on creative optimization, audience targeting, and performance-driven bidding strategies: - Customer Segmentation & Targeting – Identified and prioritized the most profitable customer segments to ensure ad spend was being deployed efficiently. - Creative Testing & Optimization – Implemented a structured testing framework, iterating on ad creatives and messaging to improve engagement and conversion rates. - Customer Journey Optimization – Refined landing pages and ad funnels to reduce drop-offs and improve overall conversion efficiency. - Bidding Strategy Improvements – Adjusted bidding models to maximize spend efficiency, focusing on high-intent audiences to drive down costs. Results By implementing these changes, Sunbasket saw major improvements in acquisition efficiency: - Reduced CAC by 62.5% (from $400 to $150), making customer acquisition far more sustainable - Maintained strong LTV, proving that efficiency gains didn’t come at the expense of customer quality - Successfully launched the ‘Fresh & Ready’ product line, designed to attract a younger, convenience-focused audience, further accelerating growth Key Takeaways - Audience segmentation and creative testing are critical to driving efficient customer acquisition. - Lowering CAC doesn’t mean sacrificing LTV—with the right strategy, brands can acquire high-quality customers at a fraction of the cost. - A strong creative pipeline and optimized ad funnel can significantly improve paid social performance without increasing budget waste. Through data-driven media buying, creative strategy, and conversion optimization, I helped Sunbasket scale smarter while reducing acquisition costs, setting the foundation for long-term profitability.