Passion.io
The acquisition team got a research engine.
Creative strategy at Passion.io was not only ad scripts. I helped turn customer research, competitor review, offer logic, and angle development into repeatable inputs for acquisition.
The problem.
The acquisition team needed more than one-off ideas. Paid social needed a stronger input system: sharper customer language, better objection tracking, clearer competitor patterns, and a shared place to pull angles from.
The system.
I built and maintained research databases that helped the team stop starting from a blank page. Each new campaign could pull from buyer pain, product benefits, proof points, competitor gaps, hooks, and offer logic.
Why it mattered.
The best creative teams do not just make more ads. They compound learning. The system gave acquisition a cleaner way to turn what we learned from customers and campaigns into the next batch of tests.