I turn beauty & skincare ad accounts into 2–3 winners a month, every month.
Hi, my name is Izzy. I'm a Full-Stack Creative Strategist & Creative Director for 7–9 figure Beauty & Skincare brands. I don't just hand off a brief. I concept, design, and ship the statics myself, and I've taken a real account from $180 to $80 CPA in 30 days doing it.
Now booking 2–3 beauty & skincare accounts this quarter
Here's the proof, not just a vibe.
An 8-figure DTC beauty and skincare brand, well-funded and scaling hard on Meta and TikTok. On paper, everything looked healthy. Except CPA had crept up to $180 and kept climbing. The account was leaning on one thing: partnership ads. Big creators, polished production, real reach. Every top spender was a partnership ad, and nobody wanted to touch anything else because it was the only thing working.
The partnership ads weren't the problem. They were good. The problem was that the entire creative strategy had collapsed into a single lane. UGC was barely tested. Founder-led content was almost nonexistent. The audience had seen every variation of the same emotional beats delivered through the same format, and the rising CPA was the tax being paid for that lack of variety.
I started with a full audit of the account's top spenders, not to swipe them, but to reverse-engineer what was actually working. Same hook structure. Same pacing. Same emotional payoff, just different creators and products layered on top. Once I had the underlying pattern, the gap was obvious: the winning DNA existed, it just wasn't being expressed anywhere else.
So I built a testing round to attack that gap without abandoning what already worked. UGC voiceover scripts carrying the same emotional beats as the winning partnership ads, in a register the brand had never tested at scale. A founder green-screen script built around a customer comment instead of a product pitch, because founder content in this account had always been brand messaging, and I wanted to see what happened when the founder became a person on the internet reacting to something, instead of a spokesperson selling one. Five concepts, total. Every one with a specific hypothesis attached. No scattered volume, no throwing things at the wall and hoping.
The screenshot above is six of those concepts, live in Meta Ads Manager. Every single one pulling a hook rate above 69%, with hold rates that beat the account's own historical average. Purchases came in consistently across every concept tested, not just the one that got lucky.
The UGC voiceover concepts opened a creative lane the brand had never won in before. Within its own category they lead outright, and now sit just below the top partnership spenders overall. With more time and spend behind them, they're on track to close that gap too.
Beyond the numbers, the account moved from a single-format dependency to a three-format engine (partnership, UGC, and founder-led) which gave the brand the creative surface area it needed to start scaling monthly spend toward seven figures and expanding into the European market.
I don't just think it up. I build it too
Most strategists write a brief and pray. I stick around for the whole thing: research, concept, the actual export. Nothing gets lost in a handoff, because there isn't one.
Research & Strategy
I read your reviews, your Reddit threads, and everyone else's ads before I write a single word. Every concept comes with a reason it should work, not a vibe.
Concept Briefs & Scripts
Statics, UGC scripts, video briefs, whatever the concept needs. Format, angle, and the belief it's selling, spelled out so nobody has to guess what I meant.
Statics, Concepted to Shipped
The part I actually love. I design and export the statics myself: Meta-ready, source files included, no game of telephone with a designer who wasn't in my head when I came up with it.
Real statics, concepted and shipped by me
A sample from a recent sprint: ten concepts, ten different angles, same process behind every one, research first, execution second.
Swipe to see more →
From audience insight to a live, winning ad, in three moves
Research the account
VOC mining from reviews, Reddit, and community language, plus a teardown of top spenders (yours and competitors') to find the wedge nobody's using yet.
Brief the strategy
Every concept gets a one-page brief: format, angle, belief, funnel stage, and the hypothesis behind it. Plus a testing plan: launch order, budgets, kill/scale rules.
Ship the creative
Statics concepted, designed, and exported by me, or briefs handed to creators and editors then reviewed by me, landing Meta-ready and launch-ready.
Izzy Miles
Strategist first. Editor, never.
I'm a strategist who still gets his hands dirty in Figma. Ask my team, CapCut still looks like a NASA control panel to me. What I actually obsess over is the idea: the angle, the belief, the static that stops a scroll in a beauty feed that's seen everything twice already.
I concept, design, and ship the statics myself, because when the same person carries the insight and the pixel, nothing gets lost in translation between a brief and a launch. My lane is beauty and skincare, my archetype is strategist-slash-creative-director, and my week runs on voice-of-customer docs, competitor teardowns, and testing plans, not vibes.
Compliments from people who don't hand them out easily
Don't just take my word for it.
Real messages from people who have seen the work. One mentor asked to stay unnamed here, so his name and photo are blurred. The rest speaks for itself.
Left: Sean Ferres, Seven-Figure Business Owner. Right: a Lead Creative Strategist whose identity stays private.
Start with proof. Stay for the system.
Every tier is built to find you winners, not just make you ads.
The Beauty Static Sprint
A self-contained sprint that finds you winners fast: proof of fit before you commit to a retainer.
- VOC research doc + 5-competitor teardown with wedge angles
- 5 concept briefs: format, angle, belief, funnel stage, rationale
- Full testing plan: launch order, budget, kill/scale criteria
- 25 launch-ready statics (5 concepts × 5 variants), Meta-ready + source files
- Handoff call + 14 days of async support
The Beauty Creative Command
Your always-on creative strategy department: 60 executed concepts a month, reallocated weekly toward what's winning.
- ~20 statics + ~30 UGC creator briefs + ~10 video editor briefs monthly
- Weekly testing readout + strategy call
- Monthly VOC + community research refresh
- Video cut reviews & iteration notes
- Async Slack/email support, 24-hour response
The Beauty Creative HQ
For brands spending $150k+/mo that need volume plus adjacent creative surfaces.
- 120 executed concepts/month (static / UGC / video)
- 2 landing page concepts + design
- 4 top-of-funnel email creatives
- Weekly VOC refresh + monthly funnel audit
- Priority support: 2 calls/week, 4-hour Slack response
Questions worth answering before the call
Someone else quoted me less. Why should I pick you?
Take the cheaper option if price is genuinely the only thing that matters. I mean that. The brands that end up working with me usually aren't comparing line items. They're comparing whether someone tests with a reason behind every concept, or just ships volume and hopes. That's the real trade-off, not the invoice total.
What if none of the concepts win?
Then I rebuild them, free, until one does. I can't promise a specific ROAS or CPA (too much of that sits outside a static ad) but I can promise five researched concepts, a real testing plan, and skin in the game through the Winner Guarantee. If it doesn't win, that's my problem to fix, not yours to eat.
How do I know you can actually deliver?
Read the case study above: a real account, $180 to $80 CPA in 30 days. Read the receipts further up: real feedback from a mentor who coaches creative strategists managing $50–100M in ad spend. I keep my roster small on purpose, so I don't have a wall of logos yet. What I have is a process, a guarantee, and receipts instead of promises.
We already have an agency or someone in-house. Do we need this?
Probably not to replace them. Most accounts I work with keep their media buyer or in-house designer exactly where they are. What's usually missing is someone whose only job is owning the angle map and the testing roadmap. I'm not here to drive the car. I'm here to plan the route so it doesn't run out of fuel.
Do you need access to our ad account?
Yes, I need visibility into your ad account to actually do this job well. I can't build or adjust a testing plan blind; I need to see what's spending, what's converting, and what's dying so the next batch of concepts is built on your real numbers, not guesses. Read/analyst-level access is usually enough. Your team keeps control of what actually launches.
How fast can we actually start?
The Static Sprint runs 14 business days from kickoff to delivery. If you're not ready today, we can lock your spot now. I start research in the background, and the heavy lift begins on your timeline. You don't lose the seat by waiting a few weeks.