Freelancer profile translated to English.
Back to original languageAbout Johan
Expert Meta Ads for e-commerce | Profitability & Scaling
Most e-commerce brands run their Meta campaigns with the wrong metrics. They optimize their ROAS, celebrate a nice dashboard, and then wonder why their bank account isn't following.
My approach is different. I don't manage "Facebook ads." I manage your acquisition like an investment: every euro spent must generate real cash, not flattering metrics.
My method is based on three pillars:
The first is unit profitability. Before talking creatives or targeting, I analyze your unit economics: margin, acquisition cost, customer value. If your model doesn't hold up, no campaign will save it.
The second is creative strategy. In 2026, manual targeting is dead. Your creative filters the audience. I structure your tests with a rigorous method to identify what converts, then focus the budget on it.
The third is data diagnosis. I don't look at ROAS first. I analyze frequency, budget distribution, CPA in context. This reading allows us to anticipate problems before they impact sales.
Concrete results:
CPA reduced by 39% in 60 days for a jewelry brand. Scaling from €90k to €300k in monthly revenue for a beauty brand. Budget tripled while improving efficiency during a Black Friday.
Background:
+€5M in budget managed between France and the UK. Former Paid Media Strategist in a London agency, now a freelance specialist in Meta Ads for e-commerce.
I can help you if:
You are already spending on Meta Ads but doubt the real profitability.
Your campaigns are stagnating.
You want to scale without blowing up your CAC.
You need a clear audit.
Let's discuss your situation.
French
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- Ana & Cha Paris
On Malt
Growth Strategist & Meta Media Buying – Turnaround & Scaling (Q4 2025)E-COMMERCENovember 2025 - January 2026 (2 months)I managed the strategic turnaround of a jewelry brand (Ana & Cha) during the last quarter of 2025. The objective was to move out of a profitability deadlock to engage in aggressive scaling during Black Friday and Christmas.Key Results (October vs December):- Budget Scaling:Massive increase in monthly advertising investment by 3x (+200%) while improving overall efficiency.
- Drastic Acquisition Cost Reduction (CPA):Reduction of cost per purchase by -39% in just 60 days.
- Profitability Optimization (ROAS):Improvement of advertising return on investment by +44%.
- Sales Volume:Several hundred conversions generated during the period, validating the new account structure.
Strategic Actions Taken:- Audit & Structure Overhaul:Abandonment of fragmented management for a simplified CBO Broad architecture, allowing performance stabilization during peak traffic (Black Friday).
- "Performance First" Creative Strategy:Implementation of a rigorous testing framework based on three angles of attack (Social Proof, Product Catalog, and Lifestyle).
- Offer Engineering (Bundling):Identification of a bottleneck in the initial average order value. Strategic recommendation to pivot to bundled offers (Packs) to increase net margin per order.
- CRO (Conversion) Diagnosis:Comprehensive analysis of the sales funnel revealing major friction points at checkout (Shipping Shock). Deployment of reassurance optimizations to maximize paid traffic conversion rates.
- Data-Driven Management:Weekly monitoring of secondary metrics (Hook Rate, Hold Rate) to rapidly iterate on the most effective video hooks.
- Impression (Londres, UK)Paid Media StrategistE-COMMERCEOctober 2023 - February 2025 (1 year and 4 months)Londres, United KingdomAgency specializing in digital acquisition for e-commerce brands, SaaS, and lead generation projects.The agency supports high-growth companies on their paid channels by building full-funnel strategies based on performance, data, and continuously tested creative content.
- Management of Meta Ads, TikTok Ads, Google Ads, Pinterest Ads campaigns (budgets from €3k to €80k/month)
- Creation of full-funnel strategies: acquisition, retargeting, conversion
- Performance optimization via Meta CAPI, GA4, TikTok Pixel
- Collaboration with creatives (UGC videos, carousels, high-performing content)
- KPI monitoring, monthly reporting, strategic recommendations
- Simultaneous management of 10+ client accounts
Stack: Meta BM, TikTok Ads, Google Ads, Pinterest, GA4 - Consultant Paid MediaFreelancerE-COMMERCEFebruary 2021 - October 2023 (2 years and 8 months)Paris, FranceI've supported e-commerce brands in managing and scaling their advertising campaigns on Meta Ads, Google Ads, TikTok Ads, and Pinterest Ads, with a focus on profitability and building sustainable acquisition strategies.🔹 Key Missions:• Full-funnel social ads campaign management• Budgets from €1k to €30k/month depending on brand maturity• Performance optimization (ROAS, CAC, average order value…)• Tracking setup (Meta Pixel / CAPI, GA4, TikTok Pixel, GTM)• Creative briefs & coordination with studios / UGC creators• Reporting on Looker Studio, recommendations, and weekly tests🔹 Notable Results:• Scaling a beauty brand from €90k to €300k in revenue in 4 months via Meta Ads• CAC reduction of 37% for a Food DNVB in <2 months• Launch and validation of a new product via TikTok Ads (ROAS 2.8 from month 1)🔹 E-commerce sectors supported:Beauty & cosmetics – Fashion & accessories – Food & nutrition – Home & decor – Sports & wellness
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Certifications
- Google Ads Apps CertificationGoogle2024
- AppsFlyer Essentials CertificationAppsFlyer2024