Lexi Williams Creative strategy Book a strategy call

My services

Pick the level of strategic firepower your team needs.

My core offers are built for DTC brands spending $30k+/mo on Meta, with options ranging from a $300 controlled test to ongoing fractional creative strategy.

And if the ad is doing its job but the conversion path isn't, I can follow the problem downstream into advertorials, funnels, and email.

Find the best service for me
A campaign strategy outline open on a laptop during a video call

Fractional creative strategist

$5,000–$12,000/mo

3-month minimum

For growth teams ready to stop treating creative strategy like a side quest.

This is the flagship partnership. I plug into your existing team and take ownership of the strategic thinking behind your Meta creative.

Your designers can design. Your editors can edit. Your creators can create. Your media buyer can focus on buying media.

I own the question: what should we make next, and why?

That means staying close enough to the customer, creative pipeline, and performance data to keep finding fresh strategic territory before your current winners run out of runway.

    • Ongoing customer intelligence
    • Category and competitor monitoring
    • Monthly creative strategy + testing roadmap
    • Fresh angle and hook development
    • 40+ concepts across statics and scripts
    • UGC and creator briefs
    • Weekly performance review
    • Kill, iterate, or scale recommendations
    • Quarterly messaging refresh
    • Collaboration with your media buyer, designers, editors, and creators

    The exact mix depends on your team and account.

    I'm not interested in delivering 40 assets because a package says “40 assets.” The work responds to what the account actually needs.

  • A creative engine where your team knows:

    • What we're making.
    • Who it's for.
    • Why we think it can work.
    • What we're testing.
    • What the data told us.
    • And where we go next.

    That feedback loop matters when you're trying to scale.

    Because your winners will eventually fatigue. The goal is to make sure your strategy doesn't fatigue with them.

  • 7- and 8-figure DTC brands that:

    • Spend $30k+/mo on Meta
    • Already have creative execution in place
    • Need stronger strategic ownership
    • Are experiencing rising CAC or winner fatigue
    • Keep producing volume without enough angle diversity
    • Want customer research informing creative consistently
    • Are building toward the next stage of scale, including $1M+ months

  • At $30k/mo in Meta spend, a $5k starting retainer is meaningful.

    It should be. I'm sitting close to one of the biggest growth levers in your business.

    That's why we look at your CAC, AOV, LTV, contribution margin, testing volume, current production costs, and media spend before deciding whether the economics make sense.

    If you don't need the retainer yet, I'll tell you. There are several smaller places to start.

Talk to me about fractional strategy
Two ad creatives for a wellness brand side by side in Meta Ads Manager

Beat your best ad

$300 if I win

The lowest-risk way to see how I think.

You've already got a winner. Rather than throwing it away and starting from scratch, I'll look for new ways into the idea that made it work in the first place.

Send me your current best-performing ad, and I'll create 3 fresh hooks designed to compete against it.

Then we put them head-to-head.

  • Run your control and my hooks for 7 days under comparable conditions. Winner is decided using the agreed performance metric for your campaign.

    If one of mine beats your control, you pay the $300 fee.

    If your control wins, you keep my work, and the fee stays with you.

    Your account. Your customer. Your numbers.

    A much more interesting introduction than another discovery call full of adjectives.

  • Brands that already have a strong performer and want to:

    • Refresh a winner before fatigue hits harder
    • Test a new strategist without committing to a retainer
    • Find new entry points into an idea that's already proven
    • See how I approach creative using their real account
Put my hooks against your control
A line highlighted in a long thread of customer comments on a laptop screen

INSIGHTS™ deep research sprint

$1,500

For teams that can make the ads but need better things to make them about.

Sometimes production isn't the bottleneck.

I run the Investigate stage of INSIGHTS™ as a standalone deep-research engagement to uncover the language, motivations, tensions, objections, desired outcomes, and buying patterns shaping your customer.

Then I turn the strongest findings into 3 fresh strategic angle territories your team can develop into new creative tests.

  • Depending on what's available:

    • Customer reviews
    • Reddit and community conversations
    • Social comments
    • Competitor reviews
    • Competitor positioning and creative
    • Your existing ads
    • Landing pages and funnels
    • Support tickets and FAQs
    • Surveys and interviews
    • Internal customer research
    • Sales-call language

    I'm looking for what she keeps saying, what she cares about more than the category realizes, where skepticism shows up, which beliefs shape the purchase, and what your current messaging may be leaving untouched.

    • Deep customer and category research
    • Key psychographic patterns
    • Customer language worth paying attention to
    • Major desires, pains, objections, and buying motivations
    • Messaging and creative opportunities
    • 3 new angle territories
    • Strategic reasoning behind each angle
    • Recommendations for how your team could explore them creatively

    This isn't a giant research dump handed over with a cheery “hope this helps.”

    The point is to leave your team knowing what's interesting, why it matters, and where to go next.

  • Brands that already have:

    • Designers, editors, and creators
    • A capable media buyer
    • Internal creative execution
    • Enough production capacity

    …but need fresh customer intelligence and strategic territory to feed the machine.

Start your research sprint Explore the full INSIGHTS™ system
A gallery of supplement ad concepts open on a laptop

Campaign creative pack

$3,000

One new strategic territory, carried all the way into production-ready creative.

This is for the brand saying:

“We need something meaningfully new to test.”

I'll research the customer and category, identify a strong strategic opportunity, build the campaign territory around it, and turn that thinking into a full batch of creative your team can produce and launch.

So instead of leaving with an angle and a to-do list, you leave with the campaign built out.

    • Customer + category research
    • Angle strategy
    • Testing direction
    • 20 completed static concepts
    • 5 video scripts + creator briefs

    …so your team or creators know what to make, what the concept needs to communicate, and why.

  • Brands that:

    • Need to open up a fresh campaign territory
    • Have a launch or growth push coming up
    • Want more than research but don't need ongoing strategy
    • Need a substantial batch of creative without hiring another retainer
    • Have plenty of execution capacity but want senior thinking behind the next campaign

    You get enough depth to actually explore an idea, rather than making three ads, declaring the angle dead, and sending it off to live with all the other abandoned tests.

Build my next campaign

Not sure which one makes sense?

Here's the cheat sheet.

  • You've already got a winner and/or want to test me: Beat your best ad.
  • Your team can execute but needs fresh customer insight: INSIGHTS™ deep research sprint.
  • You want one substantial new campaign built from research through creative: Campaign creative pack.
  • You need someone consistently owning what gets made next: Fractional creative strategy.

And if I think you're trying to buy more than you need, I'll say so. I'm not here to upsell you into the wrong partnership.

Still unsure or need a custom offer?

Book a creative strategy call

When the problem moves past the ad…

I also offer a small group of conversion-focused services around the core creative strategy work for those times the conversion path takes the baton, trips over its own shoelaces, and falls directly into the bushes.

They can be scoped independently or added when the diagnosis says the problem lives further downstream.

Advertorials + pre-sell pages

Give cold traffic more runway before asking for the sale.

  • I can develop the strategy and copy for advertorials and pre-sell experiences that bridge the gap between “that ad caught my attention” and “yes, I understand why I want this.”

    This includes:

    • Customer and market research
    • Advertorial strategy + hooks
    • Awareness-level planning
    • Angle and mechanism development
    • Long-form copy
    • AI image creation
    • Proof integration
    • CTA strategy
    • Testing recommendations
    • Deployment through Gempages, Claude MCP, etc.

    Particularly useful for supplement and wellness offers where the customer often needs more context than a product page gives her.

    Ask about advertorials

Funnel strategy + copy

Make sure the promise survives the click.

  • I help tighten that journey.

    That can mean rethinking the messaging, page sequence, offer presentation, landing page, or broader conversion path so the story keeps moving instead of resetting at every URL.

    Depending on the project, this can include:

    • Funnel diagnosis
    • Messaging strategy
    • Landing-page strategy + copywriting
    • PDP page optimization
    • Offer positioning
    • Conversion-path recommendations
    • Testing priorities

    Because paying for the click and then making the customer solve a small puzzle to figure out why she should buy feels inefficient.

    Ask about funnel strategy

Email management + copywriting

Get more from the audience you already paid to acquire.

  • I can help build the email strategy and copy behind the relationship after the click, including lifecycle, retention, launches, promotions, and ongoing campaigns.

    Depending on scope:

    • Email strategy
    • Welcome flows
    • Abandoned-cart flows
    • Post-purchase sequences
    • Campaign calendars
    • Promotional campaigns
    • Newsletters
    • Product launches
    • Ongoing copywriting and management

    The goal is to make the customer relationship worth more after she enters your ecosystem.

    Meta worked hard to introduce you. We may as well stay in touch to nurture relationships and make money on the backend.

    Ask about email

What happy customers say after working with me

Angelica Pompy

“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
Mallory Morsa

“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
Lauryn Piemonte

“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

How everything fits together

Creative strategy stays at the center.

I'm not trying to become your seven-service full-stack agency with a suspiciously long capabilities deck.

My core work is creative strategy.

The adjacent services exist because performance problems don't respect neat service menus.

Sometimes the research tells us the creative needs a new angle.

Sometimes the ad works, and the landing page doesn't.

Sometimes acquisition is healthy, but the customer journey after purchase is leaving money on the table.

I'll follow the diagnosis where it leads.

And if the thing you need isn't something I should own, I'll tell you that too.

Bring me the bottleneck.

You don't need to know exactly which package you need before we talk.

Bring me the account, what's happening, what you've already tried, and where the team feels stuck.

We'll figure out the smallest useful place for me to plug in.

Book a creative strategy call