When we started in 2021, Lottie London had no structured paid media engine — and no way to connect marketing spend to actual profit.
There was no creative testing loop, no SKU-level ROAS tracking, and no system in place to scale new product launches or campaigns with financial discipline. As the brand expanded into the US and launched more SKUs, they needed a long-term partner to help navigate platform shifts, new ad formats, and smarter media planning tied to contribution margin.
1. Built a scalable paid media engine
Structured UK and US ad accounts across Meta, TikTok, and TikTok Shop for full-funnel growth.
Identified and scaled high-performing SKUs to drive first-time purchases at efficient CPAs.
Helped accelerate retail expansion in the UK and North America with geo-specific campaign strategies.
2. Built a repeatable creative testing system
Delivered an always-on testing engine covering brand assets, UGC-CGC, and performance PR ad formats.
Aligned creative ideation with product drops, marketing calendar, and trend cycles.
Deployed listicle-style landing pages and optimized PDPs to improve AOV and conversion rates.
3. Installed a profitability framework for smarter scaling
Defined ROAS targets per SKU based on margin structure and AOV.
Built a marketing P&L model to tie every channel and campaign back to contribution margin.
Used this model to guide media budget decisions with financial clarity — knowing what to scale, pause, or refine.
Helped shift the team mindset from “Which ads are peaking?” to “Which campaigns move the bottom line?”.
Over four years, our role evolved from tactical executor to strategic growth partner — guiding Lottie London through platform shifts, creative innovation, and profit-led decision-making.
This wasn’t just performance marketing — it became Lottie London’s operating system for launch, scale, and profitability.
Video Ad Creatives
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Laura Hanku
E-Commerce Director, Ciaté London / Lottie London
