Dae Calvillo

About

Performance-focused growth creative marketer who runs controlled experiments across Meta, TikTok, and YouTube, combining rigorous attribution (unique tracking links) with rapid iteration. Demonstrated measurable impact by pivoting from high-production brand assets to educational UGC, cutting CPA by 22%, lifting ROAS by 15%, and enabling a 40% spend scale while holding target ROAS.

Key Strengths

• Owned end-to-end growth creative experiments from brief through launch and analysis
• Designed clean Meta split tests with controlled targeting and landing page variables
• Drove 22% lower CPA and 15% lift in ROAS by shifting from high-production brand video to educational UGC
• Scaled spend 40% while maintaining target ROAS via a 70/30 UGC-to-brand creative mix
• Strong measurement discipline (unique tracking links; early-signal monitoring within 72 hours; winner declared at ~7 days)
• Platform-specific creative iteration based on behavioral signals (Meta overlays/statics, TikTok POV hooks, YouTube tighter edits)
• Rapid iteration using modular creative components to compound learnings
• Improved TikTok performance by moving product demo into first 3 seconds; stabilized hold rate and reduced CPA 22%
• Effective creator/editor direction using guardrails to preserve authenticity while enforcing brand standards
• Operational rigor under pressure (impact vs effort triage, Kanban, daily stand-ups, delegation to freelancers)

Experience

Education

Skills

Languages