Developing a Scalable Creative Operations System
Defa Arimasera
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Posted Jan 6, 2026
Designed a scalable Creative Ops system for a DTC wellness brand.
Case Study 003: The Scalable Creative Engine
Decentralizing Founder Intuition for a €6-Figure/Month Wellness Brand.
A high-growth DTC Wellness brand generating €6-figures in monthly revenue. Despite strong product-market fit and aggressive spend across five ad platforms, growth was "Founder-Dependent." Creative strategy lived in the founders' heads, testing was reactive, and there was no centralized system to compound winning data.
The Structural Audit
Intuition Bottleneck: Momentum slowed whenever founders stepped back from daily creative oversight.
Data Fragmentation: Performance insights (Triple Whale/Ad Accounts) were disconnected from production (Monday/Notion).
Creative Churn: Winning ads weren't being systematically iterated, leading to "reinventing the wheel" every week.
"At this scale, efficiency is secondary to predictability. The goal wasn't to replace the founders' creative genius, but to 'extract' it into a Creative Operating System. We built a bridge between high-level strategy and daily execution, ensuring that agencies and internal teams could move with the founders' logic without needing the founders' presence."
The Creative & Marketing OS
I designed a lean "Creative Ops" layer using the brand's existing stack (Monday, Notion, Triple Whale) to turn adrenaline-fueled output into a repeatable engine.
Upstream Strategy Backlog: A centralized Notion hub for testing logic: Test → Kill → Iterate → Scale.
Unified Execution Pipeline: Standardized Monday.com statuses that synced naming conventions across Slack and Ad Accounts.
The Creative Performance Log: A downstream dashboard capturing Concept vs. Spend vs. Result to visualize patterns without digging into ad managers.
Agency-Team Integration: Moving external agencies inside the brand's structural "Red Line" for total visibility.