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Anden Emery
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Performance Marketing & Creative Strategy
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Lead a team of 6+ creatives & marketers across 5 stores within the US and Abroad
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2021 - TD: Built ads team & testing structure
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Tested & Scaled 5+ Winning Assets Each Month
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Created unique Iterative Creative Testing Process
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Trained creative team on Creative Strategy techniques
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Developed Creative Analysis Reports for Leadership
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Created & Implemented Creative Brief writing process
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Developed & Managed Ads & Creative Strategy teams
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2021 - 2023 Overall Advertising Rev: $115,861,063.63
2022 (1/1 - 12/31)
Spend: $17,624,118.99
Revenue: $64,504,275.20
AVG MER: 3.66
Holiday 2022 (11/1 - 12/31)
Spend: $3,937,839.86
Revenue: $23,169,329.50
AVG MER: 5.72
At The Adventure Challenge, we started with little to no iterative testing when it comes to creative. Once iOS14 hit, we experienced an extreme downturn in performance across the board, which forced us to come up with a framework for testing ads and finding winners.
Here's an example of what we came up with, and how we built on our learnings to expand to more complex creative using In-Platform data, North Beam & Triple Whale, Motion App, Google Analytics, and Shopify to determine our next steps:
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The results of one of these tests became a hugely successful ad for us, climbing to over 300k+ adspend with a 3.5+ ROAS
The process above shows a basic example of the skeleton I used to conduct iterative tests on various assets ranging from copy, to image, to UGC, to high level productions. Our team worked on an extremely wide range of tests which resulted in content that pulled us out of a massive revenue dip & increased our ROAS by over 37%.
By combining a viral UGC style video that had an extremely high CTR but low purchase rate (and therefore low ROAS), with a less popular testimonial style video that drove sales with a higher ROAS, the result was a winning creative asset with an increased ROAS of 80% and sustained CTR.
At Hungry Robot, under Miroma Group, we developed a unique psychology based Creative Development Framework from which we were able to outperform longstanding campaigns at large companies like A24, Bruvi, and Reef. By implementing basic marketing principles along with audience motivators, second-by-second message crafting, and creative best practices, we formed a system that predictably developes winning creative assets.
We used this process to quickly churn out over 50+ assets in a 1 month period serving a film release for A24, resulting in an increase in overall campaign key metrics using our iterative process, driving down CPT by over 80% and Cost per Initiate Checkout by over 400%, with demonstrated hookrates ranging from 20 - 50% higher than comparable averages.
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We were able to expand these wins into further engagements with AAA24 (A24's e-commerce initiative) launching new products including the subscription, and churning out over 50 creatives in less than a month. These processes have allowed us to do deep dives into creative analysis and develop a framework for reporting which is unmatched in the industry.
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