A portfolio of e-commerce brands across fashion, beauty, wellness, jewellery and home needed Pinterest to become more than an awareness channel — building it into a measurable acquisition platform across the US, UK, EU and Australia.

The accounts ranged from established brands with existing Pinterest data to completely fresh ad accounts with no historical performance, requiring different approaches to testing, attribution and scaling.

I managed Pinterest end-to-end, from account and tracking audits through campaign structure, market expansion, creative testing, optimisation and weekly performance reporting.

Rather than treating Pinterest like Meta, I built testing frameworks around its longer attribution window — using early signals such as CTR, add-to-carts and product engagement alongside purchases, ROAS and blended performance to make optimisation decisions.

For new accounts, campaigns were structured to first identify which markets, products and creative concepts generated meaningful intent before increasing spend. For established accounts, I used historical performance to consolidate winners, test new creative variations and expand successful concepts into additional markets.

Creative analysis became a core part of the process. Across accounts, I identified recurring patterns in winning content — from product demonstrations and transformations in beauty to UGC storytelling in fashion — and translated those insights into new testing directions.

Performance was also evaluated beyond Pinterest Ads Manager. Shopify, GA4, Triple Whale and other attribution tools were used to understand incremental contribution, channel overlap and Pinterest’s role within the wider customer journey.

Managed Pinterest across 5–10 e-commerce accounts simultaneously, spanning beauty, fashion, wellness, jewellery and home.

Scaled Pinterest media budgets up to $100K per month across international markets.

For FitCherries, Pinterest ROAS grew from 0.44 during the first two weeks to approximately 2.2 within the following weeks, reaching the brand’s profitability target while expanding testing beyond the US.

For May Cosmetics, Pinterest generated approximately €29K in attributed revenue at a 2.43 ROAS during a 14-day period, while creative analysis identified product demonstrations, before-and-after transformations and relatable UGC as the strongest purchase-driving formats.

Cross-channel analysis also showed Pinterest contributing differently from Meta and Google, with approximately 30% order overlap versus 43% overlap between Meta and Google — helping evaluate Pinterest beyond last-click performance alone.

Across accounts, testing covered the US, UK, Australia and multiple European markets, using performance data to determine where budgets, products and creative should be scaled next.

01 Pinterest media buying & optimisation

02 Multi-market campaign strategy

03 Creative performance analysis & testing

04 Pinterest SEO, keyword & competitor research

05 Organic board & content strategy

06 Attribution & cross-channel analysis

07 Weekly reporting & client communication

08 Scaling & market expansion roadmaps

Turning Pinterest from an experimental channel into a structured performance system for e-commerce brands — connecting media buying, creative, attribution and market expansion to measurable growth.