CASE 01 · CRO
Happy Mammoth: 12% CR lift on the flagship product
The hero page had plateaued at $1M+/month in Meta spend. A new mechanism-first messaging architecture unlocked growth without touching the offer.
Read the case studyCreative Strategist · DTC Supplements · US / EU / AUS
I turn ingredient science into angles that scale.
I started my career as a direct-response copywriter, building VSL funnels that reached 8 figures in revenue across multiple languages.
13 years and millions of dollars tracked in revenue later, the landscape has changed, but the fundamentals stayed the same:
Consumer psychology & deep customer research. Data-driven decisions. Direct-response principles. Literacy in compliance & medical literature. And an unyielding passion for the art of persuasion.
Track Record
Happy Mammoth
$220M Women's Health Brand | US, EU, AUS
- Created a new mechanism behind the brand's #1 top-converting page across EU and US
- Hero product repositioning for a page spending $1M/mo on Meta, driving a 12% CR lift
- Cracked Australia's heavily regulated market with creatives that convert inside TGA constraints
Zonia
Health & Wellness Platform | Millions of docuseries viewers
- Drove 40% year-over-year revenue growth across 5+ docuseries launches, with an average opt-in conversion rate of 44%
- Full-funnel copywriter and strategist behind a $7M+ launch, achieving a 50% upsell take rate on a supplement product
- Lifted conversion rates 23% over the prior docuseries through strategic funnel optimization, with an 11.5% lead-to-customer conversion rate and EPLs up to $5
HeartCore Business
8-Figure Business Coaching Brand
- New hooks and funnel positioning cut CPL from $220 to $65 on $352K+/month in ad spend, while lifting opt-ins from 4% to 8.9%
- Creative and positioning consultant to 10+ of HeartCore's top VIP clients
- Creative lead driving strategy across low-ticket and high-ticket funnels
Health Info + Supplement Offers (ClickBank & Digistore)
USA + EU
- Rebuilt the angles on an underperforming funnel through dozens of creative tests, scaling it from $0 to $5M+ in revenue across 3 European markets
- Led the copywriting department, owning copy briefs, copy critiques, and A/B testing methodology
- Collaborated with video editors, media buyers, and content creators to launch and scale new products company-wide
Clients
Happy Mammoth
Zonia
The Agora Companies
HeartCore Business
Dr. Jordan Peterson
AdPlexitySkill Stack
Creative strategy
Conversion rate optimisation
FDA, TGA, ESFA compliance
Direct-response copywriting
Behavioral psychology
Data-driven research
AI skills & proprietary frameworks
Literature review
How I Use AI
// AI helps me speed up. But the strategy and thought process behind? That's still me, and 13 years selling health products to millions of people.
Research at 10× speed
Gethooked.ai for competitor research, Perplexity for uncovering unique mechanisms and angles from clinical research, ChatGPT for ideation and custom reports, and custom Claude skills for edits and copy variations.
Voice of Customer mining
A custom script pulls customer language from thousands of reviews, so angles are built on the words buyers actually use.
What stays human
Strategy, pattern recognition, proprietary frameworks, and the judgment on what converts.
What Clients Say
"She helped to actually increase our revenue more than 40% year over year — and our conversion rates across the various stages of the funnel up to 25%." — Vesela Apostolova, co-founder at Zonia
"Not enough words could describe how incredible it's been to work with Andra. Andra is that surgeon you want on your team if you're the type of entrepreneur looking to scale and grow your business." — Sarit, founder of E&S Health Coaching
Case Studies
CASE 02 · FULL FUNNEL
Zonia Restore: docuseries-to-supplement funnel
Full-funnel strategy and copy behind a $7M+ launch — 50% upsell take rate and 40% YoY revenue growth across the platform.
Read the case studyCASE 03 · COMPLIANCE
Happy Mammoth: the compliance project
Rebuilt a heavily regulated region's page through compliant claims engineering — proof that regulation and high conversion aren't mutually exclusive.
Read the case studyStrategy in Action
REPOSITIONING · HAPPY MAMMOTH
Insight
The hero page had plateaued at $1M/mo — the market had heard the old angle. VOC and clinical research surfaced a mechanism no competitor was talking about.
Move
Rebuilt the page around the new mechanism: same product, same offer, new reason to believe.
Result
+12% CR on the flagship product, without touching the offer.
CONSTRAINT-DRIVEN CREATIVE · AUSTRALIA
Insight
TGA rules killed every US-proven claim. Most brands treat compliance as a ceiling — it's actually a filter competitors can't pass.
Move
Re-engineered claims from the ingredient literature up: persuasive, specific, and fully inside the constraints.
Result
Cracked a market where most US angles die on arrival.
HOOK STRATEGY · HEARTCORE
Insight
CPL at $220 wasn't a creative problem — the funnel was speaking to the wrong stage of awareness.
Move
New hooks and repositioned funnel entry, matched to where the audience actually was.
Result
CPL $220 → $65, opt-ins 4% → 8.9%, on $352K+/mo in spend.
TESTING SYSTEM · CLICKBANK & DIGISTORE
Insight
One winning ad is luck. A methodology that produces winners on demand is an asset.
Move
Built the A/B testing methodology, copy briefs, and critique system — then ran dozens of angle tests across 3 EU markets.
Result
$0 → $5M+ on a funnel that was underperforming when I got it.
Second Life
When I close my laptop, you'll probably find me at the gym or yoga studio, at dinner somewhere with my partner and a big group of friends, or planning my next adventure overseas.
When I feel introverted, I'll be cooking and podcast listening, reading stuff on just about any topic, or doomscrolling and calling it 'research'.
I spent my last two winters in Madeira, a Portuguese piece of Heaven that I'm proudly calling my second home, trying to get better at padel and yoga.
Currently located in 📍 Bucharest, Romania
Open To
Most likely a fit if you're looking for:
- Creative strategy (fractional and full time)
- Retention strategy
- Growth strategy consulting (fractional)
- Mechanism development from medical literature
- One-off projects: landing pages, advertorials, full-funnel work
Not a fit if you:
- Promote deceiving products that could harm consumers
- Have a brand under $500k in monthly spend
- Need hands-on execution only and no strategic input
- Need full-time availability on US timezone
Is your funnel leaving money on the table?
If your ads have fatigued, compliance is choking your best angles, or your team is too close to the product to see the next winning mechanism — that's the exact problem I solve.
Book an intro call30 minutes. I'll tell you what I'd test first — whether we work together or not.