He Has Been the Creator on the Brief and the Strategist Writing It
Craig is a creative strategist for DTC paid social, and his edge is having worked both ends of the same brief — as the creator delivering it and as the strategist writing it. That is what he credits for ads that convert rather than merely look right.
The work covers research, audience and competitor analysis, hook development, scripting, ad iteration, and diagnosing why creative is under-performing when the numbers slip.
He works predominantly with health, wellness, lifestyle and tech brands on Meta and TikTok paid social, mainly in English-speaking markets — UK, US and Australia — and is based in Stevenage, UK.
What Craig Does
Research & Analysis
Audience and competitor analysis that gives the creative somewhere to start.
Hook Development
The part of the ad that decides whether the rest gets watched.
Scripting
Scripts written for the creator who has to deliver them.
Performance Diagnosis
Working out why creative stopped performing, then fixing that specific thing.
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