Carlos Perez
Carlos Perez / Creative Strategist

Research the customer.
Make the creative.
Read the result.

I build direct-response creative for ecommerce, from audience and competitor research to hooks, scripts, production, offers, landing pages, and Meta Ads testing.

Explore the work Download CV Email me
Hands-on from concept to decision.Three independent product tests across the U.S. and Mexico. A background in software engineering shapes how I frame hypotheses and analyze what happens after the click.
3 product testsPet, beauty & personal care
2 marketsUnited States & Mexico
End to endResearch, creative, offer & media
6+ yearsSoftware engineering experience
Selected work / 2026

The tests behind
the thinking.

Independent ecommerce projects where I owned the strategy, execution, and evaluation. Early results and constraints are shown together.

01 / Personal care
A daily ritual, translated into a direct-response offer.
AmaneaMexico ↗
Research → Creative → Campaign

Amanea

Positioning a facial brush as an approachable morning ritual, then testing whether the creative and offer could convert at a sustainable acquisition cost.

Insight
The product needed a clear use occasion and a reason to choose a simple routine over another generic beauty tool.
Execution
Developed the Kit Ritual AM offer, a 90-second morning routine guide, a 30-day guarantee, and a complementary body-brush upsell. Created and tested ad concepts, edited video, built the Shopify page, and ran Meta Ads.
Readout
Compared Meta and Shopify purchase reporting and examined the path from ad engagement through add to cart and purchase. Acquisition cost was too high for the offer economics.
5 purchases · $318.04 spend · $63.61 cost per purchaseInitial campaign, August 13–15. Result: pause the test and use the findings to improve future product and offer selection.

Purchase count is from Shopify; Meta reported four attributed purchases in the same test.

02 / Beauty
Turn coverage into a clear, shoppable choice.
VellaraMexico ↗
Positioning → Offer → Validation

Vellara

An early test for a body coverage product, built around the customer's desired visible result and the practical questions that might stop a purchase.

Research
Reviewed competing beauty offers and messaging, then mapped likely objections around shade choice, coverage, application, and trust.
Execution
Built a three-shade product page and 1-, 2-, and 3-unit offers with a brush, paired with a 30-day guarantee. Developed creative angles, copy, and the Meta Ads test.
Readout
Early purchases showed that the product could attract buyers, but the signal did not sustain. Reviewed the creative and store funnel before moving on.
3 purchases in the first 2 daysTwo on day one and one on day two, followed by days without sales. Shopify showed purchases that were not consistently attributed in Meta.

An initial demand signal, not evidence of a profitable or scalable campaign.

03 / Pet category
A strong click is not a strong purchase signal.
TrustPawsUnited States ↗
Concept → Test → Decision

TrustPaws

A U.S. test for BalconySafe™, a balcony safety mesh for cats. The goal was to learn whether attention from the ad translated into product intent.

Execution
Researched the product and market, developed the positioning and ad creative, built the storefront, and launched a small paid test.
Signal
The ad earned clicks, but shoppers did not add the product to cart. Engagement alone was insufficient to justify more spend on the same hypothesis.
Decision
Stopped the test and redirected effort toward the next product rather than treating click-through rate as proof of demand.
3.31% CTR · 0 add to carts · 0 purchases$69.19 spend in the initial U.S. test. A useful negative result for product and funnel judgment.
How I work

A hypothesis should survive contact with the customer.

The creative is one part of the buying journey. I connect the message, the offer, and the landing page, then use the test to decide what deserves another iteration.

01 / Understand

Find the tension

Study the customer, competing claims, desired outcomes, objections, and buying context.

02 / Make

Build the angle

Turn an insight into a hook, script, visual concept, ad copy, and an aligned offer.

03 / Test

Launch and observe

Run the creative, watch performance and store behavior, and check the full funnel.

04 / Decide

Keep learning

Iterate the message, investigate friction, or stop when the economics do not work.

About Carlos

Creative curiosity, analytical discipline.

I started learning marketing by making organic TikTok and Instagram content for ecommerce products. That taught me to think about the first seconds of a video, the audience's reason to care, and how to communicate a product in a crowded feed.

I later took on paid tests across three independent ecommerce projects, owning everything from research and creative production to Meta Ads, Shopify offers, and performance review. These are early-stage tests, not agency client campaigns or claims of scale.

Before creative strategy, I spent more than six years in software engineering. I bring that same habit of asking precise questions, building a system, and learning from evidence to the creative process.

Creative & research

Customer and competitor research, messaging, hooks, scripts, video concepts, filming, CapCut editing, Canva assets, and copy.

Performance & commerce

Meta Ads testing, CTR/CPC/CPA/ROAS analysis, Shopify landing pages, offers, upsells, and Microsoft Clarity.

Let's connect

Looking for someone who can think through the creative and make it happen?

I'm open to remote creative strategy opportunities. I'd be glad to discuss the work, the decisions behind it, and what I'd test next.

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