Mani Yavarifar ✦ Performance Creative Strategist
Since 2022 I have combined market research, creative testing, and analytical thinking to understand what drives customers to act, identify growth opportunities, and develop marketing strategies that actually perform.
Paid Acquisition · Creative Testing · Conversion Optimization
I have worked across multiple industries, developing marketing assets and acquisition strategies tailored to different businesses, audiences, and offers. Explore some of the industries I've worked in and the work behind them.
Marketing for online stores, with a focus on communicating product value, developing compelling creative, and turning customer interest into purchases.
My work in e-commerce spans product-led messaging, paid creative, and the journey from first impression to checkout. The goal is to make the value of a product clear before asking someone to buy.
Some of the most interesting insights I've learned in marketing came from things not going to plan. Here's a look at what happened and what I took away from it.
Video coming soonCPA is a downstream metric. When it moves, something upstream broke.
CTR → CPC → landing page CVR → offer engagement → frequency → attribution. Find what moved first.
If CTR held but CPC climbed, it's an auction problem.
Verify tracking, compare to baseline, change one variable at a time.
A sudden change in CPA is a signal to investigate — not permission to start changing everything.
I understand people, why they buy, and what makes them care.
I look beyond the ad itself. What catches someone's attention? What makes them stop scrolling, trust a brand, or choose one product over another? That's where the interesting work begins.
What do people actually care about? What do they want, fear, question, or believe? The better you understand the person, the better your marketing decisions become.
Why does one ad make you look twice while another gets ignored? Why does one offer feel irresistible and another fall flat? I look for the reasons behind the response.
An interesting observation means little if it stays on a whiteboard. I turn what I learn into sharper angles, stronger messaging, better creative, and ideas worth testing.
Managing and optimising paid advertising campaigns to improve acquisition efficiency and make better use of ad spend.
Writing persuasive, customer-focused messaging for ads, landing pages, emails, and offers.
Developing creative angles, concepts, and testing strategies based on customer research and campaign insights.
Creating email campaigns and automated sequences that nurture leads, engage customers, and support conversions.
Using AI tools to develop ad concepts, generate video creatives and B-roll, and speed up the creative production process.
Building landing pages and conversion-focused funnels that guide visitors from initial interest to action.
Using AI and automation tools to streamline repetitive tasks, improve lead handling, and connect business processes.
Applying consultative sales principles to understand prospects' needs, communicate value, and move qualified opportunities forward.
Since the age of 17, I've been fascinated by human behaviour and psychology. That curiosity led me to study marketing and sales, learning from some of the best marketers in the world how to make people pay attention, trust a brand, and take action.
I've developed experience across digital marketing, from paid advertising and creative strategy to funnels and conversion optimisation. I also started my own consulting company, Dream Acquisition Consulting, where I've worked on helping businesses improve their marketing and customer acquisition.
