If any of these sound familiar, you're in the right place.
"Our ROAS looks great on the platform dashboards, but our profit isn't growing to match. Something isn't adding up."
When platform ROAS and P&L reality drift apart, the answer is almost never "the platforms are lying" — it's usually a mix of duplicate attribution, incrementality you're paying for but not earning, and a couple of campaigns quietly propping up the blended number. The audit finds which.
"The same ads that worked for six months now cost twice as much and convert half as well."
Creative fatigue is the number-one killer of scaling accounts in 2026 — and it doesn't fix itself with more budget. You need a testing framework that produces winners on a schedule, not a folder of hopeful UGC and a prayer.
"Our spend keeps climbing, but profit isn't growing at anywhere near the same rate."
Pushing budget into a tired account just buys more of the same. Efficiency has to be engineered to scale with spend — it doesn't happen on its own.
This is exactly what I fix. I run Meta, TikTok Shop and Google Ads for beauty & CPG brands as a hands-on operator — £100K+ monthly budgets managed, TikTok Shop built from zero, and a DTC brand of my own. No layers, no juniors. The person on the call is the person in the ad account.
For brands in Beauty · Skincare · CPG · Subscription & E-commerce
Every engagement starts with the audit — so you see exactly where the money is leaking before you commit to anything.
A forensic review of your Meta, TikTok or Google Ads account — and an honest answer about what's really wrong. Often the problem isn't technical at all: it's the offer, the positioning or the economics. If that's your case, the audit will show you that clearly, so you fix the right thing — with or without me.
Full-funnel Meta and TikTok management: campaign architecture, creative testing frameworks, UGC creator briefs and weekly reporting that tells you what's actually driving revenue — not just what's cheap.
The channel most agencies still can't run. I've built TikTok Shop operations from zero — product listings, flash-sale campaigns, affiliate creators and GMV Max optimisation — for brands selling out in the UK.
Beauty buyers read ingredient lists. So should you. Every case below lists exactly what went in — and what came out.
As senior paid ads specialist for two established UK beauty brands, I owned Meta strategy end-to-end: account restructure, creative testing cadence and budget scaling. The discipline was saying no to spend that didn't hold the ROAS floor.
For a K-beauty group running three brands in the UK, I built the entire paid and TikTok Shop operation from near-zero: campaign architecture across Meta and TikTok, GMV Max optimisation, a three-tier creative ranking framework, and 25+ product pages rewritten for conversion.
I founded Aligning, a womenswear brand for yoga and pilates, and grew it through London pop-ups and New York events. Every framework I sell has been tested with my own money first — which changes how carefully you spend someone else's.
I'm Alexandra Wang — a London-based performance marketer with a background that doesn't usually come in one person: data analyst at Société Générale (SQL, Python, Power BI), senior paid ads specialist scaling UK beauty brands past £100K/month, paid media lead for a multi-brand K-beauty group, and founder of my own DTC sportswear brand.
That mix means your account gets someone who can read the data properly, brief creators fluently, and understand what a marginal pound of ad spend does to your actual margins — because I've watched it happen on my own brand.
I work with a small number of brands at a time, in English and Chinese, so nothing is delegated to a junior you've never met.
No free trials, no 12-month lock-ins, no upsell scripts. Each stage earns the next one — and if the audit shows you don't need ongoing management, I'll say so.
A fixed-fee forensic review of your account, strategy and tracking. The full report and 90-day plan are yours to keep — and the fee is credited against your first month if we continue.
A discounted first quarter where the plan gets executed: restructure, tracking fixes, creative testing. Ninety days is the honest minimum for paid media to prove itself.
If the sprint hits its marks, we continue month-to-month at standard rates. You stay because it's working — not because a contract says so.
Because with an agency, the senior person wins your business and a junior person runs your account. Here, they're the same person. Everything — strategy, execution, reporting, the call when something breaks — is done by me, which is also why my rates are lower than agency pricing: you're paying for the work, not for office overhead and account-management layers. As the practice grows it may grow into a team — but the model will stay the same: the person you hire is the person in your account.
If you're spending £1,000+ per month consistently on at least one platform, you're welcome to book a call. That's roughly the point where there's enough data to diagnose properly — and enough headroom for the improvements to matter. Spending less than that? The working session is still open to you: I'd rather point you in the right direction early than watch you spend a year of small budgets learning it the hard way.
Read-only access to your ad account — you grant analyst/viewer permission from your side, so no passwords ever change hands. I look; I don't touch. Nothing in your account is ever changed without your explicit permission.
Yes — it's one of the most common reasons people book. If you're not sure what your current agency is actually delivering, I'll go through your concerns, review the account objectively, and give you a clear road map. What you do with it — renegotiate, redirect or replace — is entirely your call.
An honest answer: every platform needs time to find your audience, and the timeline depends on your account's age, data history and budget. That's exactly why I work in 90-day sprints with a monthly check-in — you see measurable progress against the plan every month, not a vague "trust the process."
I'm not a creative production agency — production stays with you or your creators. But creative is usually where the biggest wins hide, so every audit includes creative diagnosis and direction: what's fatiguing, what to brief next, and the testing framework to prove it.
Then the audit has done its job. Most underperformance isn't the ads themselves — a successful campaign sits on top of a well-managed timeline, strong creative, the right product mix and AOV, and healthy inventory. The audit tells you which layer is broken, so you fix the right one — whether or not that means hiring me.
Yes. I'm London-based and work with brands internationally, in English and Mandarin.
You're welcome to. TikTok Shop setup, account restructures and tracking fixes all work well as scoped one-off projects — we define the scope together after the audit.
The intro call isn't a pitch — I won't spend it listing my services. It's a working session: you bring your hardest paid media question, and we work through it together, live. If I'm not the right fit for you, you'll still leave knowing what to do next.
Book a 30-minute working session