Hi, I’m David!
I Make Creative That Converts
I’m a Performance Marketer with a track record of scaling eCommerce revenue, creating killer paid ads, and crafting some of the highest revenue funnels in the industry.
When people ask whether my approach is driven more by data or creativity, my answer is simple:
It’s always both.
Career Stats
8
Years in Marketing
12
Direct Reports
$46 M
In Paid Ad Spend
$172 M
In Influenced Revenue
My Favorite
Ad Creative
SaltStrong Collection
10 Reasons This New Fishing App is So Unfair
$2,298,642.03 in Saltwater Tackle Discounts
Throw Away Your Saltwater Fishing Maps
ClickBank Collection
Ember AI Man
Fish in the Sea
M&M Mastery
SamCart Collection
Why Do You Need To Know Where I Live?
What Does Everyone Want? Freedom.
Meet Rock (Not THE Rock)
My Process
1 - Budgeting & Planning
Before I create a new campaign or creative, I dive deep into what’s already working - and what’s not. That starts with:
Digital Budget Analysis - I map out where dollars are flowing, what’s generating returns, and where we can reallocate for scale. My goal? Push spend into high-performing pockets while carving out room to test and grow.
Opportunity Analysis - Why are we making this new content? Is our current creative fatiguing? Did we find a new keyword with higher intent or volume
Funnel & Audience Breakdown - I dissect the current funnel, analyze the audiences, and identify key buyer segments to target across mediums like Google, YouTube, Facebook, and Instagram
80/20 Testing Framework - I apply the 80/20 principle to creative experimentation:
80% of tests focus on high-impact tweaks (like headlines, hooks, intros) that can double CTRs or slash CPMs.
20% is spent testing bigger creative swings—mid-roll concept changes, new offers, or radical angle pivots.
The result? A well-prioritized strategy that balances scale with precision, and creative risk with consistent performance..
2 - Pre-Production
Great creative doesn’t happen by accident—it’s built on research, ruthless prioritization, and smart planning. In this phase, I focus on setting up campaigns for maximum impact with minimum waste:
Competitor & Market Intel - I analyze what others are doing, what’s resonating, and where we can zag while they zig. It’s not just about copying—it’s about out-positioning.
Asset & Budget Review - What do we already have in the vault? What’s evergreen, what’s outdated, and what can be repurposed for new campaigns or channels?
Scriptwriting & Hook Development - Strong hooks are everything. I’ll draft scripts built to stop the scroll, engage fast, and carry through to conversion - especially in the first 3 seconds.
Storyboarding & Creative Drafting - Mapping the journey visually before we roll cameras ensures tight, focused production with a direct line to our KPIs.
Future-Proofing Content - If we’re filming, we’re getting everything. Behind-the-scenes, testimonials, vertical cuts, alternate CTAs - you name it. If I can get 100 ads from a single shoot, I will.
MVP Testing (Optional) - Why spend thousands before we have signal? For some campaigns, I’ll design low-lift, high-insight MVPs to validate creative ideas before scaling production.
This stage ensures we’re not just making ads - we’re building assets that drive performance and compound ROI.
3 - Production & Post-Production
This is where strategy meets storytelling. I take pride in my ability to work hands-on with creative teams to bring concepts to life that don’t just look and sound good - they perform.
Creative Direction That Converts - I give real-time feedback and strategic input to ensure creative is not just beautiful and on-brand, but aligned with campaign objectives and optimized to stop the scroll.
Hook-First Focus - Whether it’s paid social or landing page video, the opening 3 seconds matter most. I coach teams to lead with bold hooks, powerful emotion, and direct value.
Continuous Creative Iteration - I treat every asset like a hypothesis. We don’t just launch and hope—we launch, test, tweak, and scale. From thumbnails to text overlays, I lead ongoing creative testing to find new growth levers.
Cross-Functional Collaboration - I translate data insights into clear creative priorities, making sure everyone—from copywriters to videographers - knows what’s working, what’s not, and where we’re headed next.
The goal isn’t to make more content - it’s to make more of the right content. Strategic. Testable. Scalable..
4 - Campaign Creation & Optimization
Where performance meets precision. Every campaign is structured to maximize return and scale responsibly—because big budgets only work if every dollar has a job.
Intentional Testing Structure - I set up dedicated “testing” ad groups (SKAGs or segment-based) with controlled budgets to safely test new creatives, audiences, and angles without risking efficiency.
Real-Time Promotion System - Top performers are quickly promoted to mid-tier “up-and-comer” budgets, then to full-scale “Top Performer” campaigns with maximum spend. This structure ensures that only proven assets earn greater investment.
Performance-Driven Scaling - I track performance metrics closely (CPA, ROAS, CTR, CVR) and reallocate budgets toward highest-impact ads while sunsetting underperformers to protect ROI.
Creative Velocity is Key - This system only works when the testing flywheel is moving. I work closely with the creative team to maintain a steady flow of new hooks, formats, and messaging - feeding the machine with fresh tests weekly.
With the right structure, creative output, and performance rigor, scaling isn’t a gamble - it’s a calculated leap.
5 - Funnel Optimization
Great ads are only half the battle. Once a prospect clicks, every piece of the funnel has to pull its weight. I use performance metrics as a roadmap for where to focus and what to fix-optimizing for conversion, AOV, and long-term value.
My Data-Driven Funnel Framework:
Low Views? Optimize the hook or reallocate budget to higher-potential segments.
Low Clicks? Refine the ad’s angle, creative, or call-to-action to better match audience intent.
Low Conversions? Rework sales page messaging, design flow, and offer clarity to build trust and urgency.
Low Time on Page? Improve scannability, perceived value, and interactivity to hold attention longer.
Low Revenue? Dive deeper. I assess offer structure, price positioning, order bumps, upsells, and retention strategies to boost LTV.
Tech Stack That Converts:
I also ensure our eCommerce shop is equipped with the right plugins and tools to do the heavy lifting - like:
Revenue-Boosting Tools: Smart upsell/cross-sell apps, dynamic shipping countdowns, and personalized product recommendations.
Conversion Enhancers: Exit-intent popups, sticky CTAs, and customer review integrations.
Data Infrastructure: Pixel and tag management, attribution platforms (like Hyros), and integration with Google Analytics and CRM systems to ensure we’re always learning from the traffic we drive.
Every part of the funnel tells a story - and I translate the metrics into actionable improvements that increase conversion rates, average order value, and scalable revenue growth.
6 - Data & Attribution
Anyone can tell you how much an ad spent. I show you how much it earned - and whether it brought in window shoppers or lifelong fans.
I set up robust attribution systems that go far beyond surface-level metrics, helping brands track, analyze, and scale what’s actually working.
Here’s how I do it:
HYROS for Deep Attribution:
Hyros gives me visibility into the full customer journey - not just the last click. I use it to:
Identify not just which ads convert, but which ads create warm, high-intent future buyers.
Avoid turning off early-funnel creatives that don’t get credit in platform dashboards (but drive downstream conversions).
Understand which traffic sources and campaigns work together, not just in isolation.
I also use Google Analytics for in-depth tracking of eCommerce behavior - demographics, psychographics, and time on page - all of which inform decision-making. Plus, I incorporate heat map software like Microsoft Clarity to identify user behavior and optimize landing page design and user experience.
A full-funnel view that shows how and why campaigns succeed - so we can spend smarter, scale faster, and make every dollar earn its keep.
7 - Ongoing Testing & Experimentation
One high-performing campaign is nice. A system that consistently launches, tests, and scales winning campaigns? That’s what drives sustainable revenue growth.
Everything I do - budgeting, audience research, creative direction, CRO - is built on a foundation of continuous testing and learning. The market doesn’t sit still, and neither do we:
We start with smarter questions to understand what is working and what we need to change
We prioritize high value, low effort tests by ensuring 80% of our testing is on high-leverage variables (like creative hooks or hero copy), while 20% on broader changes (like long-form vs short-form pages, big creative shifts, or repositioning).
Then we test, track, tweak, and repeat to create a rhythm that combats ad fatigue, directs ad dollars to the most profitable places, and leverages incremental improvements to massively scale brands.
My Tactic Tacklebox
Landing Pages
From offer creation to copy to design, I make some of the highest converting landing pages around:
From video ads, to video sales letters, to shooting, and editing - video is the tool for modern audiences who don’t like to read.
Video
Copywriting
Short or long, direct or indirect - copy is the backbone ever ever great sales page, ad, or email.
Content
A large part of my retention and brand loyalty strategy comes from delivering content that drives values for subscribers.
Design
You wear a suit to a job interview - and you craft the right design for your marketing campaigns.
Social Media
While I don’t consider social media to be a core part of my competancy - I have a close relationship with them.
From directing “stickier” content to leveraging content to create brand awareness campaigns, social media plays a huge role in conversions.
Let’s “Catch The Big One”
I want to help you catch more fish, land bigger fish, and net them more often.
Together, we can scale your business with the perfect blend of innovative marketing creative and serious data-driven results.
If you want to create more powerful campaigns for your outdoor lifestyle brand, we’re the perfect fit for one another.