Unlocking $1M+ in Seasonal Revenue

Business Context

As a Senior Creative Analyst at Yahoo, I worked across a portfolio of global advertisers with a focus on improving the creative performance and commercial outcomes of digital advertising campaigns.

My Role

I led deep creative analysis and iterative testing to identify the highest-performing creative combinations — translating data signals into actionable creative recommendations that the client team could act on rapidly.

Deep creative analysis and systematic testing of campaign assets during key seasonal windows. Rather than broad creative overhauls, the focus was on identifying and amplifying marginal improvements — small changes that, at the scale of a national campaign, compound into significant revenue impact.

Data-led creative optimisation during Teleflora's peak holiday windows, using Yahoo's platform capabilities to run and analyse creative experiments in real time.

“At scale, small creative improvements produce disproportionately large revenue outcomes. The discipline of rigorous testing — rather than relying on intuition — is what unlocks those gains.”