KIKO Milano: Paid Media Growth to 5X ROAS

OVERVIEW

KIKO Milano is an established beauty brand operating in a highly competitive, creative-led category. This focused paid-media engagement centered on strengthening the performance system behind growth: campaign structure, audience targeting, and creative testing.

ENGAGEMENT FOCUS

The objective was to make paid-media execution clearer, more testable, and easier to scale. I organized the work around three controllable levers:

Campaign structure — Create a clearer architecture for learning, control, and decision-making.

Audience targeting — Sharpen segmentation and align audiences with campaign intent.

Creative testing — Build a disciplined testing loop so results—not assumptions—guided the next move.

PROCESS

Diagnose — Identify the highest-impact performance levers across campaign structure, targeting, and creative testing.

Prioritize — Focus the account on clear hypotheses and the changes most likely to improve performance.

Test — Run structured audience and creative experiments, then use live performance signals to inform decisions.

Scale — Back repeatable winners with greater confidence while keeping the testing loop active.

RESULT

The focused growth engagement achieved 5X ROAS.

MY ROLE

Performance marketing strategy, campaign structure, targeting strategy, and creative testing framework.

The result came from connecting strategy to execution: a clearer account structure, sharper audience logic, and a repeatable creative learning system.