John managed paid social strategy and creative performance for Converse across UK, France, and Germany markets, delivering 24M+ video views, 75% brand lift, and significant e-commerce traffic growth.

He designed and executed TikTok's Creative All Star Series during London Fashion Week—integrating Branded Hashtag Challenge Plus, TopView ads, and In-Feed Ads with strategic creator partnerships. John personally selected and briefed top UK creators (12M+ combined followers), developing creative concepts that generated 2,900+ user submissions and 29.7M impressions over 6 days.

His systematic approach combined organic creator content with paid amplification, generating 1.8M challenge page clicks before pivoting to product-focused In-Feed Ads linking directly to Converse e-commerce pages. Across Facebook and Instagram, John directed paid campaigns and content strategy that grew Converse to 34M+ fans while driving measurable traffic increases that informed product strategy decisions.

Results included 8.4M+ creator reach, 18.9M+ campaign impressions, 16.86M total ad impressions, and 9.22% engagement rate with strong purchase intent signals across all markets.

John led paid social creative strategy for Boston Proper, a heritage fashion brand where digital assets were treated as afterthoughts for cataloging production. He restructured their creative development process, embedding digital asset requirements and testing protocols directly into catalog timelines rather than treating them as post-production add-ons.

He designed and executed a year-long systematic A/B testing framework across Facebook and Instagram, testing video length, copy variations, on-image text, and composition formats. His testing revealed that static single-image ads with lifestyle photography and on-brand copy significantly outperformed video, contrary to platform best practices. John codified this as the "Best Foot Forward" format, delivering +37% CTR and +11% ROAS improvements.

To expand audience reach, John identified Bravo TV fans as high-value prospects through Resonate data analysis. He negotiated a strategic partnership with Bravo's Instagram handle featuring Real Housewives talent Whitney Rose in authentic try-on content, timed to the season premiere. The campaign generated 3M+ impressions, +117% revenue growth, 3x ROAS, and +35% increase in site visitor purchase likelihood—exceeding NBCU benchmarks by 3x on CTR.

His format optimization has maintained its position as Boston Proper's highest-performing creative since May 2021.

John managed paid social strategy for Anastasia Beverly Hills' 2025 Black Friday Cyber Monday campaign, delivering a 45% year-over-year ROAS increase—the brand's highest-performing BFCM ever.

He led platform expansion strategy, launching ABH's new product lines on TikTok for the first time while simultaneously scaling Meta performance. John identified TikTok Live as an untapped opportunity for beauty brands during high-intent shopping moments and integrated live shopping events into the paid media mix, driving significant incremental revenue beyond standard feed placements.

John implemented TikTok Search campaigns to capture bottom-funnel intent—positioning ABH products when consumers actively searched beauty-related queries during BFCM. This strategic combination of TikTok Live engagement and Search intent capture created a full-funnel approach that converted browsing into purchases at scale.

Across Meta and TikTok, John directed creative strategy testing multiple product showcases, promotional messaging angles, and format variations optimized for each platform's BFCM shopping behaviors. His systematic approach to platform diversification and format innovation delivered record-breaking performance while establishing repeatable playbooks for future product launches.

Results positioned 2025 as ABH's most successful Black Friday campaign to date.