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Sophia Kieffer
Senior Marketing & E-commerce Professional specializing in brand, social, and influencer strategy
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About
Growth-creative marketer focused on direct-response performance across Meta, TikTok, and YouTube, with hands-on experience building and iterating UGC ad systems. Led a creative shift for a skincare brand from polished studio content to benefit-led UGC, resulting in ~15–20% lower CPA and improved ROAS, and established the winning structure as the new baseline for future iterations.
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Key Strengths
- Drove 15–20% CPA reduction by shifting from polished studio ads to benefit-led UGC on Meta/TikTok
- Improved ROAS by attracting more qualified clicks through stronger hooks and clearer value props
- Data-driven creative iteration using thumb-stop rate and hold time/watch time to diagnose performance
- Platform-specific creative adaptation across Meta, TikTok, and YouTube (pacing, tone, storytelling)
- Builds rapid-iteration modular ad systems (mix-and-match hooks, demos, value props, CTAs)
- Effective creator/editor direction to improve authenticity, pacing, and clarity in final assets
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