+100% ROAS
“Clear process and great communication.”
+100% ROAS
+100% ROAS
+100% ROAS
+100% ROAS
¥100M
（~$14M+）
$15M（¥20M+）
$15M（¥20M+）
Annual spend.
Annual spend.
¥20M+（~$2.8M+）
¥20M+（~$2.8M+）
¥20M+（~$2.8M+）
from one creative.
from one creative.
50%
50%
50%
channel growth in 3 months
channel growth in 3 months
SERVICES
What do I offer
What do I offer
WeChat Ads
Full-funnel campaign management across beauty, education, and DTC. Account architecture, audience segmentation, budget pacing, and creative matrix built to scale, not just run.
WeChat Ads
Full-funnel campaign management across beauty, education, and DTC. Account architecture, audience segmentation, budget pacing, and creative matrix built to scale, not just run.
Creative Strategy
I find the angle that doesn't look like an ad. Hook development, native-format concept design, and A/B testing that cuts winner identification from weeks to 7 days.
Creative Strategy
I find the angle that doesn't look like an ad. Hook development, native-format concept design, and A/B testing that cuts winner identification from weeks to 7 days.
Xiaohongshu
KFS strategy, search positioning, and paid placement. Content that earns saves and drives conversion not just impressions.
Campaign Audit
An independent review: what's working, what's wasting budget, what creative direction is missing. Delivered as a written action plan.
Campaign Audit
An independent review: what's working, what's wasting budget, what creative direction is missing. Delivered as a written action plan.
About
About
About
Hi, I'm Kira. I'm a performance creative strategist & growth marketer based in Shanghai.
I've run paid media ads in China for 7 years WeChat，Xiaohongshu.
My edge isn't just knowing paid media it's knowing what the creative needs to do before I touch the account.
In 2020, I was on Taobao. Saw a mom holding some toys. Nothing polished. That photo became a ¥5M(~$700K)/day creative.Same with this DTC beauty brand. I saw people complaining about summer tan and the "fake no‑makeup" trend taking off. Made an ad that looked like a native post. Budget grew 80%.
I read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
Hi, I'm Kira. I'm a performance creative strategist & growth marketer based in Shanghai.
I've run paid media ads in China for 7 years WeChat，Xiaohongshu.
My edge isn't just knowing paid media it's knowing what the creative needs to do before I touch the account.
In 2020, I was on Taobao. Saw a mom holding some toys. Nothing polished. That photo became a ¥5M(~$700K)/day creative.Same with this DTC beauty brand. I saw people complaining about summer tan and the "fake no‑makeup" trend taking off. Made an ad that looked like a native post. Budget grew 80%.
I read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
About
About
Hi, I'm Kira. I'm a performance creative strategist & growth marketer based in Shanghai.
I've run paid media ads in China for 7 years WeChat，Xiaohongshu.
My edge isn't just knowing paid media it's knowing what the creative needs to do before I touch the account.
In 2020, I was on Taobao. Saw a mom holding some toys. Nothing polished. That photo became a ¥5M(~$700K)/day creative.Same with this DTC beauty brand. I saw people complaining about summer tan and the "fake no‑makeup" trend taking off. Made an ad that looked like a native post. Budget grew 80%.
I read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
Hi, I'm Kira. I'm a performance creative strategist & growth marketer based in Shanghai.
I've run paid media ads in China for 7 years WeChat，Xiaohongshu.
My edge isn't just knowing paid media it's knowing what the creative needs to do before I touch the account.
In 2020, I was on Taobao. Saw a mom holding some toys. Nothing polished. That photo became a ¥5M(~$700K)/day creative.Same with this DTC beauty brand. I saw people complaining about summer tan and the "fake no‑makeup" trend taking off. Made an ad that looked like a native post. Budget grew 80%.
I read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
Process
My process
Audit first
Before I touch a brief, I look at what's actually running account structure, creative library, audience logic. Most problems are visible in the data before you spend another dollar
Find the angle
The best-performing creative usually comes from somewhere unexpected. I look for the gap between what brands are saying and what real users are feeling. That's where high-CTR concepts live.
Test, don't guess
Structured testing: Persona × Scenario × Hook. A rigorous framework to find winners in days, not weeks.
Scale what works
Once something hits, I build around it: audience expansion, budget pacing, derivative concepts. The goal is a repeatable system, not a one-time spike.
RESULT
Recent Work
Results that compound over time.
HFP
DTC Beauty & Skincare brand · Wechat Ads
80%
YoY spend growth
470%
YOY quarterly growth.
100%
ROAS Growth
How a 'raw' visual and a user complaint drove 100% ROAS growth
80%+ YoY spend growth · 470%+ quarterly growth
Atour Hotel · WeChat Video Channels
0→1
First in team
50%
Budget growth
3 months
3 months
To stable performance
Built a brand-new channel from zero in 3 months.
0→1 · 50% of total Wechat ads spend.
Xueersi · TAL Tech Education
¥100M
(~$14M)
Annual budget managed
50%
CPA Reduction
¥5M
(~$700K)
Peak Daily Spend
Turned a Alibaba toy listing into a K12 education benchmark.
¥100M(~$14M)+ total spend ·¥5M (~$700K) peak day · ¥20M($~2.8M) Single creative daily spend
Ready to work together?
Ready to work together?
Whether you need a specialist for your China market campaigns, a freelance creative strategist, or someone to audit what you're running let's talk directly.
Whether you need a specialist for your China market campaigns, a freelance creative strategist, or someone to audit what you're running let's talk directly.