Anthony is a freelance creative strategist for growth-stage DTC brands in health, wellness and sustainability, scaling on Meta with persona-led ads and a testing system behind them.

The work starts with research rather than a script: reviews, communities, competitor teardowns and an audit of the account as it stands. Out of that come personas and the distinct angles each one responds to, then production-ready briefs and scripts, then a launch read on hook rate, hold rate and CPA that feeds the next round. Each test informs the next instead of starting over.

He came to marketing from accountancy, which is why the strategy arrives with the numbers attached: what a creative cost, what it returned, and whether it is worth another round. Before going independent he worked at a UK agency on brands including Oculus, Foot Locker, Diageo, Superdrug and AJ Bell.

He is based in London and works with brands worldwide, in English.