Creative strategy for DTC & Ecom women's wellness, supplements, & functional F&B brands spending $30K+/mo on Meta
Your winner starts fading.
CAC creeps up.
So the team makes more.
More hooks, more statics, more UGC, and more versions of the concept that worked three months ago.
The production calendar is packed.
But the idea cupboard? Looking a little bare.
Because shipping more creative only helps when there are meaningfully different reasons to buy underneath it.
That's where I come in.
So why me?
Sharper creative starts with understanding who you're actually selling to. And that's what I do.
Women's psychology, language, buying motivations, trust signals, objections, and patterns are all wildly different than men's. I specialize in the angles and messaging that make her feel understood, shift her beliefs, and move her to buy.
Fresh angles built with the realities of health claims, symptom language, and Meta scrutiny in mind from the start.
I've got over 5 years of experience in the exact psychology, messaging, and copywriting principles that take prospects from ‘what's that?’ to ‘take my money!’ Every concept has a commercial job to do. Pretty for pretty's sake can stay on Pinterest.
I sit above the production queue, so your designers, editors, creators, and media buyer get sharper direction without adding another layer of agency bloat.
You don't need more people making ads. You need the people making them to have better things to make.
Ways to work together
You can test the waters, hand me the research, build a full campaign, or bring me into the growth team.
For growth teams that already know how to execute and want someone senior owning the thinking behind the creative.
I plug into your team with:
… So you can scale to $1M months and beyond.
3-month minimum to get you results.
Book a callSend me your current winner. I'll build 3 fresh hooks around it and put them through a 7-day head-to-head test against your control.
If one wins, you pay $300. If your control holds, you keep the work, and the fee stays with you.
Your account. Your audience. Your numbers.
Much more useful than me telling you I'm brilliant over Zoom.
Game onFor brands that already have the people to make the ads but need better raw material to feed them.
I run the Investigate stage of my INSIGHTS™ creative system as a standalone deep dive into your customer and category.
You walk away with the research plus 3 fresh strategic angle territories your team can turn into new creative tests.
Think of it as restocking the idea cupboard without hiring me to cook dinner.
Get my anglesFor when you need a fresh campaign direction and want me to carry the thinking into the creative.
You get:
A proper new territory for your team to test, rather than another folder called “Q4 ideas final final v3”.
Build my campaignMeet INSIGHTS™, my 7-step creative strategy system for turning messy customer intelligence into smarter creative tests.
It starts with what your customer actually thinks, follows the patterns worth paying attention to, and carries those insights all the way into the feed.
Then the market tells us what deserves another swing.
“We saw our highest conversion rate yet.”
“I've had the pleasure of working with Lexi on multiple projects within my business, specifically around copywriting and strategy, and every experience has been incredible. Lexi supported us during the launch of our membership, and we saw our highest conversion rate yet. I truly believe her copy and strategic insight played a huge role in the success of that launch.
If you're looking for a strategist who can help bring clarity, conversion, and confidence to your brand…Lexi is absolutely the go to.”
Angelica Pompy Founder & CEO, Angelica Pompy Education
“Lexi exceeded my expectations every step of the way.”
“Not only was she incredibly kind and easy to collaborate with, but her thorough approach consistently ensured high-quality results. What truly set her apart was her ability to bring a human element into the content…Lexi was always timely with her submissions, and her work rarely needed edits before publishing.
She genuinely cares about the craft and delivers reliable, top-notch work every time.”
Mallory Morsa Business Strategy Executive, Angulo & Morsa Legacy Consulting LLC
“Timely, thoughtful, and researched topics…so she sounded like an expert.”
“Lexi was a great freelancer to work with, both on the content quality side and the professionalism. She was always timely, thoughtful, and researched topics outside of her wheelhouse, so she sounded like an expert. I would hire her again for future jobs. Thanks, Lexi!”
Lauryn Piemonte Director of Marketing and Product Manager, Airspeed
Meet your strategist
I'm the person who starts asking all the “why?” questions when everyone else is halfway through opening Canva. That curiosity is basically the job.
And it started over 8 years ago, where I got my start as a content writer before learning direct-response copywriting from Alex Cattoni and opening my own marketing business in 2020, then leveling up with certification and direct mentorship from A-lister creative strategists who've generated over $250 million for their clients.
It's what helped my clients get:
I work with women's wellness, supplement, and functional F&B brands because I have deep expertise in how women think, buy, evaluate trust, and talk about their health rather than treating the customer like one giant gender-neutral blob.
I bring together customer research, direct-response copy, conversion strategy, plus creative strategy to help growth teams find better things to test.
Preferably before someone suggests changing the ad's background color.
Creative concepts built around a women's wellness customer with high category awareness and plenty of reasons to be skeptical.
View the set →
Six concepts exploring distinct hooks, beliefs, objections, and reasons to buy in a crowded supplement market.
View the set →
Four concepts built to find fresher buying contexts inside a functional beverage category where “energy” has been asked to do quite a lot of work.
View the set →
We'll talk through where your creative is stalling, what you've already tried, and whether it's a fit.
I dig into your customer, your competitors, and your current ads, then map the angles worth chasing first.
Your hooks, concepts, and statics land in your hands weekly or at the beginning of every month, ready to test and become your next winner.
When the ad's not the problem
When the diagnosis says the leak is happening downstream, my direct-response background kicks in to offer…
Warm cold traffic, deepen belief, and carry the sale beyond the ad.
Build a cleaner path from first click to checkout.
Turn the audience you already paid to acquire into more repeat revenue.
I'll look at what your customer is saying that your creative hasn't picked up yet.
Bring the account. I'll bring the annoying number of “why?” questions.
Let's see how paid advertising can make you more money.
Spec creative & advertorial
Creative concepts built around a women's wellness customer with high category awareness and plenty of reasons to be skeptical.
Spec creative
Six concepts exploring distinct hooks, beliefs, objections, and reasons to buy in a crowded supplement market.
Spec creative
Four concepts built to find fresher buying contexts inside a functional beverage category where “energy” has been asked to do quite a lot of work.
