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Sofia Cordoba Zalazar | Senior Performance Creative Strategist for DTC eCommerce & Apps
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Sofia Cordoba Zalazar | The Strategist

Senior Performance Creative Strategist

About.

Senior Performance Creative Strategist for DTC eCommerce brands and mobile apps across the U.S. and Europe. I build systems to understand and track ads, from concepting to iteration, so every decision is grounded in real Meta data, not guesswork.

Argentina · Available worldwide · LinkedIn ↗
$0K+ Ad spend / month
0+ DTC brands
0+ Ads shipped weekly
0+ Years shipping winners

Recent wins.

Reading.com

EdTech · Meta

$950K+Spend Managed
31.86%Hook Rate
45.85%Hold Rate, 2× Account Avg
$90.90CPA

Jan–Aug: heavy spend, multiple winners. Discovered high-performing angles like "proud mom" and "working mom." Iterations rebuild the winner with a new talent or hook, two per batch, aimed at replicating it. Hold rate more than double the account average, hook rate ahead of every other creative source on the account.

Scandinavian Biolabs

DTC Beauty · Meta

DKK 818KSpend Managed
17.3%Avg Hook Rate
13.4%Avg Hold Rate
DKK 1,287Avg CPA
636Purchases
1.04%CTR

Allermi

DTC Wellness · Meta · 100% AI Creative

$67.6KSpend Managed
27%Hook Rate vs 12.5% In-House UGC
29.37%Hold Rate vs 22.92% In-House
$44.67CPA

Brought in to build 100% AI-generated creative variety alongside the brand's in-house UGC. The AI batch outperforms in-house on both hook and hold rate, at a fraction of the spend and ad volume.

Desktronic

DTC Home Office · Meta · AI Creative Testing

€75.3KSpend Managed
20.88%Hook Rate
2.85ROAS
€219.41CPA

The brand runs static offers in-house and doesn't run video, so every video here is incremental, not a replacement. Tests span desk color, set design, and AI actor variations.

The method

Data backed concepts
and smarter ads.

Creating more ads doesn't lead to better performance. What drives results is a creative flywheel: a system where every brief is strategic, every hypothesis is logged, and every format has a job. This is how I build for the algorithm and for the brand at the same time.

01

The strategy

I map how the formula Persona × Angle × Awareness Level actually behaves, then turn that into a heat map of what's working. 70% of every batch explores those proven paths. The other 30% is new iterations of concepts already winning. It protects budget and finds winners because there's a map for where to go, not a guess.

02

Tell them what to feel, believe, and do

Every ad starts from a pain point. The better we understand the customer's voice and objections, the easier it is to know exactly how to knock them down at their specific awareness level. The winning formula: pain, objection knocked down, CTA. All emotion-driven. Ads without emotional understanding don't convert. We have to stand in the ICP's shoes.

03

Map every format to an influence pillar

Familiarity · Trust · Belief · Affinity · Preference. Founder story builds trust. Before/after builds belief. Us vs. them builds preference. Nothing produced at random. Every asset has a job in the funnel.

04

Hypothesis before launch

Every ad ships with a written hypothesis: why we believe it will win. Logged before it goes live. If it's not documented, it doesn't exist strategically, and there's nothing to learn from either way.

What I offer

Services.

★

Creative Strategy & Concepting

Own the full creative system from brief to launch: market research, ICP research, ad angle research, and format selection, plus hook archetypes and a Persona × Angle × Awareness matrix that turns one strategic brief into a batch of winning concepts.

★

Media Buying & Growth

Full-funnel Meta setup, budget pacing, bid strategy, spend optimization. Creative and distribution move together. Profitable ad spend is the only north star.

★

Creative Audits

Diagnose what's broken before spending more. Audience audits in Meta, budget structure, campaign setup, and creative diagnostics: hook rate, hold rate, CTR, CPA mapped to the exact broken layer, script, talent, edit, offer, or landing page.

★

UGC Briefs & Direct-Response Scripts

Research-backed briefs, shot lists, and direct-response scripts built on VOC data and ICP-specific angles. Weekly creative reviews to unblock editors, designers, and UGC creators.

★

Performance Reporting

Weekly performance reviews: what won, why it won, and the next hypothesis to test. Every ad logged with its brief and outcome. No vanity metrics.

★

AI-Assisted Creative Flywheel

Training AI engines with your winners to scale Meta creative output: more ad concepts, faster batches, without losing strategic precision or brand voice.

Tools on my stack:

Meta Ads ManagerSuperadsMotionForeplayAtriaNotionClickUpMiroChatGPTClaude CoworkHiggsfieldTriple WhaleGoogle WorkspaceEleven Labs

Let's work
together.

Working with brands worldwide.

Get in touch →
LinkedIn ↗ sofiacordobazalazar@gmail.com

© 2026 Sofia Cordoba Zalazar

Available for: Senior Creative Strategist · Performance Creative Lead · DTC / eCommerce Creative Strategist · Mobile App Creative Strategist · App Install / UA Creative · Meta Ads Creative Strategist · Direct Response Copywriter · Head of Creative