01
Meta Ads & paid social
Facebook and Instagram advertising strategy, hands-on media buying, creative testing, campaign optimisation and scaling.
Explore Meta Ads ↓Performance marketing · Paid acquisition · Funnel optimisation
Performance marketing that connects ad spend to business growth.
I help ambitious brands, ecommerce businesses and online entrepreneurs acquire customers through strategic paid advertising, conversion-focused funnels and data-driven optimisation.
With 15+ years of experience and $15M+ in annual ad spend led, I combine senior-level media buying with creative strategy, offer positioning and conversion rate optimisation.
15+ yearsPerformance marketing experience
$15M+Ad spend managed, as stated in CV
5×Paid media scale at Prepared Hero
10+Media buyers led and developed
How I help
More than managing ad accounts.
Paid advertising works best when the entire acquisition system works together. The offer, creative, targeting, landing page, follow-up and measurement all influence the result.
02
Performance marketing strategy
Paid acquisition strategy, budget allocation, experimentation, measurement and commercial performance analysis.
Explore performance marketing ↓03
Book-a-call funnels
Paid traffic and conversion optimisation for coaches, consultants, course creators and high-ticket service businesses.
Explore funnel optimisation ↓04
Fractional Head of Paid Media
Senior strategic ownership, account oversight, reporting, testing roadmaps and team or agency collaboration.
Explore fractional leadership ↓01 / Meta Ads
Senior Meta Ads expertise for businesses ready to grow.
Looking for a Meta Ads specialist who understands more than campaign setup?
Discuss your Meta Ads ↗I help brands and online businesses develop, manage and optimise Facebook and Instagram advertising with a focus on customer acquisition, creative performance and commercial outcomes.
- Meta Ads strategyAudience, offer, creative angles, customer journey and business economics.
- Hands-on media buyingCampaign structure, budget allocation, testing and performance monitoring.
- Creative testing strategyHooks, concepts, messaging and iterations designed around clear hypotheses.
- Performance analysisCampaign metrics alongside conversion rates, CAC and downstream outcomes.
- Funnel optimisationIdentify landing-page and conversion-journey friction that limits paid traffic.
02 / Performance marketing
Paid acquisition strategy built around business outcomes.
I connect advertising, creative strategy, conversion optimisation and measurement instead of treating each campaign as an isolated system.
Discuss your growth strategy ↗My performance framework
- Business economics firstUnderstand margins, customer value, payback expectations and acquisition targets.
- Diagnose before scalingIdentify whether the constraint is traffic, creative, offer, funnel, conversion or measurement.
- Test with a purposeDesign experiments around explicit hypotheses rather than arbitrary account changes.
- Optimise for qualityConsider qualified demand and downstream outcomes, not just cheap clicks or leads.
- Scale responsiblyMake budget decisions based on evidence, capacity and commercial viability.
My published experience includes Meta, Google, YouTube, Amazon and AppLovin advertising across ecommerce, online education and digital businesses.
03 / Book-a-call funnels
Turn paid traffic into more qualified sales conversations.
For coaches, consultants, course creators and high-ticket service businesses, generating leads is only part of the equation.
Discuss your funnel ↗The real challenge is attracting the right prospects, communicating the value of the offer, converting interest into booked calls and creating an acquisition process that makes commercial sense.
- Offer and messageClarify value proposition, audience, promise and messaging.
- Paid trafficCampaigns that bring relevant prospects into the funnel.
- Landing pagesReview messaging, structure, proof, calls to action and friction.
- Lead qualificationBalance lead volume with lead quality.
- Booking conversionAnalyse the journey from lead to booked and attended call.
- Performance measurementConnect advertising metrics with qualified leads, booked calls and sales outcomes where data is available.
04 / Fractional leadership
Senior paid media leadership without a full-time hire.
Strategic oversight for businesses and agencies that need experienced direction, clear priorities and stronger performance accountability.
Discuss a leadership engagement ↗When advertising becomes a significant growth channel, managing individual campaigns is no longer enough. You need a clear strategy, strong measurement, disciplined experimentation and someone who connects the work of media buyers and creative teams to the wider business.
- Acquisition strategyChannel priorities, growth hypotheses and budget allocation principles.
- Performance oversightReview campaigns, identify issues and guide optimisation priorities.
- Creative testing systemsStructure creative development, testing, learning and iteration.
- Measurement and reportingConnect advertising activity with business outcomes.
- Team leadershipMentoring, quality assurance, performance reviews and execution practices.
Selected experience
Results, with the context behind the numbers.
Selected examples from DTC ecommerce, high-ticket funnels, travel technology and product launches. Results reflect specific engagements, conditions and measurement methods.
DTC ecommerce · Multi-channel acquisition
Prepared Hero: scaling paid media while maintaining efficiency
As Senior Search Strategist and Media Buyer, I led paid search strategy across Google and Microsoft and contributed to broader acquisition strategy across Meta, Google, YouTube, Amazon and AppLovin for a nine-figure DTC brand.
5×Paid media scale
6× MERMaintained while scaling
−22%Blended CAC, reported
$14MReported incremental revenue lift
What I worked on
Creative-first scaling, high-converting UGC, bid-modification strategy, cross-channel acquisition and post-purchase retention considerations. I also worked directly with the C-suite on new product lines and European growth.
Additional reported outcomes
First-party tracking models improved ROAS measurement accuracy by 34%; search impression share increased by 12%. The $14M incremental revenue lift is reported in my CV and should be read in the context of the wider acquisition programme.
High-ticket · Meta Ads · Funnel CRO
The Ad Girls: high-ticket acquisition and funnel optimisation
As Senior Advertising Strategist at The Ad Girls, I led more than $15M in annual ad spend for coaches and course creators using webinar, VSL and book-a-call funnels.
$15M+Annual ad spend led
10+Media buyers led
What I worked on
Paid acquisition strategy, funnel segmentation, lead-to-sale conversion, post-click CRO, offer positioning and pricing mechanics.
Why it matters
High-ticket acquisition depends on the full path from ad click to sale—not just cost per lead. I also trained and managed a remote team of media buyers across time zones.
My CV also names work with creators including Amy Porterfield, Kate Northrup and Biddy Tarot. Use client names publicly only where disclosure is permitted.
Travel technology · Paid media · CRO
Avionero: improving conversions through paid media and CRO
As Paid Media Strategist and Media Buyer at Avionero.com (2016–2018), I developed growth strategies across paid search, paid social and email marketing, combining acquisition with data-driven conversion optimisation.
+250%Conversions
−25%Landing-page bounce rate
What I worked on
Multi-channel paid acquisition, growth strategy and landing-page optimisation.
Why it matters
Improving acquisition is not only about buying more traffic. The destination experience can be an important part of the performance equation.
Ecommerce · Meta Ads · Creative strategy
Jewellery brand: supporting a shift to ecommerce
I supported a US jewellery brand's transition from brick-and-mortar sales towards online sales during the pandemic through Meta Ads strategy, media buying and creative strategy.
What I worked on
Paid social acquisition and creative strategy for the brand's online customer journey.
Outcome
The engagement supported a transition towards profitable online sales. No specific ROAS or revenue figure is stated because it is not present in the source material.
Launch marketing · Audience development
Book launch: paid traffic and conversion-focused landing pages
I managed Meta Ads and worked on conversion-focused landing pages before and after a book launch, supporting audience development and launch-period promotion.
#1Reported Amazon poetry-list ranking
The available CV states that the book reached #1 on Amazon's poetry list. The category, date and sales volume are not specified in the source material.
Entrepreneurship · Own products
Building and selling my own products
Alongside client work, I've built and sold my own products, including course funnels and books. This gives me direct experience thinking about offers, customer journeys, acquisition costs and conversion—not just campaign dashboards.
When I evaluate a funnel or pricing mechanic, I consider the business economics and customer experience behind it.
About Charlotte
A performance marketer who sees the whole customer acquisition system.
15+ years in paid media, combining media buying, creative strategy, CRO and performance leadership.
I'm Charlotte Eriksson, a performance marketing strategist and senior media buyer based in Europe, working with businesses and teams internationally.
My career has included paid media and marketing work across ecommerce, technology, online education and product launches. At The Ad Girls, I progressed from media buying to senior advertising strategy and led a remote team of more than 10 media buyers. At Prepared Hero, I worked across acquisition strategy for a nine-figure DTC brand, including paid search strategy and broader cross-channel growth.
I've also built and sold my own products, including course funnels and books. That experience reinforces how closely advertising performance is connected to offer positioning, the customer journey and commercial decisions.
I value clear communication, transparent measurement and thoughtful experimentation. I don't assume every business needs more advertising spend. Sometimes the biggest opportunity lies in the offer, creative, funnel or measurement.
Let's talk about your business ↗Frequently asked questions
Working together
What does a performance marketing specialist do?
A performance marketing specialist develops, manages and improves marketing activities that can be measured against business outcomes. This can include paid advertising, creative testing, landing-page optimisation, funnel strategy and acquisition analysis.
What is the difference between a media buyer and a performance marketing strategist?
A media buyer typically focuses on campaign execution and optimisation. A performance marketing strategist may also oversee channel strategy, creative testing, conversion optimisation, measurement and wider customer acquisition economics.
Do you work with ecommerce brands, coaches and entrepreneurs?
My experience spans DTC ecommerce, online education, course launches and digital businesses. The best fit depends on the offer, acquisition needs and scope of work.
Which advertising platforms do you work with?
My published experience includes Meta, Google, YouTube, Amazon, AppLovin, Microsoft Ads and other paid media platforms. The platform mix depends on the business and engagement.
Can you improve our funnel as well as manage the ads?
My experience includes offer and funnel strategy, CRO audits, landing-page optimisation and post-click analysis. The deliverables depend on the engagement.
Do you guarantee a particular ROAS or cost per lead?
No. Results depend on the offer, market, creative, budget, funnel, tracking, competition and execution. Work is structured around agreed goals, measurement and ongoing optimisation.
Can you work with an existing team or agency?
Yes. Depending on the engagement, I can manage campaigns directly, provide strategic oversight, support internal teams or work with agency partners.
Start a conversation
Let's find your biggest growth opportunity.
Tell me about your business, your current acquisition setup and the challenge you want to solve.
What can we work on?
Meta Ads management, paid acquisition strategy, book-a-call funnel optimisation, performance marketing consulting or fractional paid media leadership.
Complete the form to send your enquiry through Formspree.