When we joined forces in 2019, Everleaf had no paid social presence or growth system in place — everything had to be built from zero.
Over the next six years, we built that system together — launching performance marketing from the ground up, then evolving it through iOS14 changes, Covid and post-Covid cycles, a rebrand, retail expansion, and shifting consumer behaviour. What began as setup became a long-term collaboration focused on offer, creative and landing page testing, as well as scalable paid media execution.
1. Built a scalable paid media engine around shared growth goals
Structured Meta account around test-and-learn principles: validating key products, audiences, creative formats, brand messaging, and funnels before scaling
Led strategy on campaign setup and budget allocation to support both on-trade visibility and direct-to-consumer growth
Evolved paid media approach through post-iOS14 shifts, Covid, post-Covid, new ad formats, and seasonal moments
2. Built creative capacity for always-on performance
Developed a system for repeatable creative testing across funnel stages and ad placements
Tested at scale brand assets, UGC and CGC (creator content), whitelisted influencer content, celebrity endorsements, and PR-style creatives.
Unlocked scale by matching creator-led content with top-performing listicle landing pages
3. Drove incremental growth through bundle testing and CRO
Ran coordinated experiments across seasonal bundles, and gift offers
Supported landing page testing — from homepage tweaks to custom listicles
Paired top offers with conversion-optimized landing pages for measurable AOV and conversion rate gains
From first campaign to retail expansion, this wasn’t just execution — it was a six-year collaboration focused on building a performance marketing foundation that could adapt, scale, and grow with the brand.
Static Ad Creatives
Video Ad Creatives
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Paul Mathew
Founder
