FOR 7-9 FIGURE WELLNESS & TRANSFORMATIONAL BRANDS WHO WANT ACQUISITION & RETENTION STRATEGIES WITH INTEGRITY

creative strategy for
health & wellness
DTC brands

Your Ad Account Doesn't Only Need More Creative. It Also Needs Better Decisions.

I build top-of-funnel ad concepts on your account’s data, not spy-tool guesswork. And because I’ve spent 25M+ impressions running the back end of 7 & 8-figure brands, every concept is engineered to acquire new customers who stay, spend, and sell for you.
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Credibility strip: 3,000+ creatives for multi-8-figure brands · Wildcard hook holding cold Meta spend since April 2024 · Copy Dojo member alongside top strategists from brands like IM8, RYZE Superfoods & AlphaLion

The Call-Out

3 signs your ad account has a creative problem
(not a media buying problem):

Your winners die and nothing replaces them.

CPA creeps up week after week, and every new batch is a coin flip, because the concepts aren’t coming from your data.

Your team says the audience is "maxed out."

It almost never is. The call-outs are maxed out. Same avatar, same symptom, fifty ways, while the rest of your market scrolls past or never sees your ad.

Your CPA looks great and your LTV looks terrible.

The ads are “working.” The cohorts are churning. Nobody connects the two, because the person making your ads has never seen your back end.

Sound familiar? Keep reading…

The difference

Most creative strategists have never seen what happens after the click.

They open a spy tool, grab what looks cool, ship it, and optimize for front-end CPA. When the customers churn 30 days later, that’s someone else’s dashboard.

I came to this the other way around.

I spent 7+ years on the back end of 7 & 8-figure Health & Wellness brands… the welcome flows, the retention campaigns, the emails that turn a first purchase into a tenth. 

25M+ impressions of watching, in real revenue, which angles and avatars produce buyers who stick… and which “great ideas” quietly bleed a brand dry.

Then I brought that experience to the front end.

So here's who you’re actually working with:

A strategist who reads your account before briefing a single concept. Top spenders, winning avatars, hook structures, proven mechanisms

Concepts built for NEW customer acquisition (NC CPA), not blended metrics that flatter the dashboard

An 80/20 budget philosophy: 80% proven structures, 20% true wildcards. Because volatility can't be scaled

And the thing nobody else on your shortlist has: creative decisions informed by what your BEST customers actually respond to, not just your cheapest ones

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The Process

How I take an account from volatile to compounding:

Audit the top spenders.

Four questions before anything gets written: Which avatar wins vs. which avatar spends? Which formats hold cold traffic? Which hook structures reach broadest? Which body copy keeps converting? The data sings. I listen.

Bank early wins with solution-aware buyers.

First batch targets people already buying in your category. Cold to your brand, not your product. They need one good reason to switch. I give it to them. Fast wins, trust established.

Scale broad with proven structures.

Red flags, timelines, transformations, lifestyle hijacks, us-vs-them… the universal formats that have absorbed hundreds of millions in spend, rebuilt with YOUR avatars and YOUR mechanism.

Un-max your "maxed out" audiences.

I research symptom variations with your actual buyers, then stack and rotate call-outs so your existing market keeps producing. Before you risk a dime chasing a new one.

Judge creative on the customers it creates.

Every concept tracked past the click. Front-end CPA gets an ad scaled; back-end LTV keeps your business alive. I understand both, because I've run both.

And the scripts themselves?

Written to be HEARD, not read. My classical music training means I understand rhythm, tone, and timing. I “hear” every script before it goes to your editors, so the brief lands and the execution matches the concept. (A great script produced badly is a winner you never find out about.)

The Receipts

3,000+ creatives

Produced for multi-8-figure Health & Wellness brands since 2019

A wildcard hook (yes, about unicorns)

Driving consistent cold Meta ad spend since April 2024

$84,550 from a single launch

The most successful in an 8-figure supplement brand's history, from a market segment nobody was talking to

+19.8% new & existing customer sales in 12 weeks

With a stronger broad-market message

+36% back-end new customer sales in 3 months

($518K → $705K)

$1M → $5M+

Directing front-end messaging for a breathwork brand through its scaling run (and supporting the exec team to a multi-million exit at a wearables brand)

Copy Dojo member

Training and trading notes with 100 top creative strategists from brands like IM8, RYZE Superfoods, and AlphaLion

See creative strategy samples
Social proof & case studies

Trusted by 7 & 8-figure DTC brands featured in:

Kind Words

"Johanna is a very rare breed... She's not someone who simply takes a strategy and duplicates it across all her clients. Instead, she dives deep into understanding the market and adds her own unique spin to produce even better results than the original strategy... I've found myself swiping her copy to see if I can replicate the same success."
Christine Trac
Email Deliverability & Automation Consultant, EmailMarketing.com
"Johanna is wonderful to work with, a unique talent... Her ability to write about complex topics in a simple, conversational and accurate way is extraordinary. She is diligent, professional and creative."
Patrick McKeown
Founder, The Oxygen Advantage®

Hey!

I’m Johanna.

Performance marketer for 7+ years. Health & Wellness specialist. Trained in data-driven systems at an 8-figure Inc. 500 agency partnering with 8 & 9-figure DTC and coaching brands.
I’ve ghostwritten a #1 Amazon bestseller, directed messaging through a brand’s $1M–$5M+ run, and produced thousands of creatives that have carried serious spend.
And before any of this? I was a classical violinist who toured with Sting… where I learned the only rule that matters in advertising: the audience decides what’s working. My job is to listen and give them more of it.

FAQ’s

What exactly do you deliver?
Account audits, concept pipelines, hooks, full scripts, and production-ready briefs your editors can hear before they cut. Plus iteration on winners… new variations of what’s working, and winning concepts rebuilt in proven formats.
Copywriters execute concepts. A creative strategist decides which concepts deserve budget… by reading spend data, spotting patterns, and briefing from evidence. I do both, which means nothing gets lost between strategy and script.
Ad account access (or exports of your all-time top spenders), any LTV-by-creative data you have, and past customer research if it exists. If you don’t have the research, my first recommendation is usually a buyer survey. It pays for itself in call-out variations alone.
2–3 hours a month in planning calls. I work with high-level input, then execute independently and bring data-backed recommendations to every call.

 TOF is the core offer. It’s where scale lives. But I also handle MOF/BOF, and if you want the full journey (ads through email through repeat purchase), that’s my Full-Funnel Partnership. One voice, first scroll to tenth purchase.

Health & Wellness DTC: supplements, functional foods and drinks, wearables, breathwork, coaching. If your product genuinely helps people — and it’s already selling — we’re a fit.

Your next winning ad is already in your account data. Let's go find it.

Book a 30-minute discovery call. Bring your top spenders; I’ll bring questions your current creative process probably isn’t asking.
Book a Time to Chat

(No pressure, no pitch-slapping — if I'm not the right fit, I'll tell you on the call and point you somewhere useful.)

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