Tulsi Kewat

D2C Performance Marketing Specialist & Meta Ads Strategist with hands-on experience running live Facebook Ads campaigns for international D2C brands. Expertise in campaign optimization, A/B testing, audience segmentation, ROAS improvement, and CPA reduction through behavioral psychology-driven creative strategy. Architect of a proprietary 14-Module Creative Operating System for systematic hypothesis testing, creative brief development, and winner DNA extraction.

Portfolio spans live campaign execution and deep creative strategy across skincare, leather goods, and lifestyle D2C verticals.

Meta Ads Specialist at Classy Leather Bags (2026-01 – Present)

Managed live Facebook Ads campaign in high-CPM saturated international market; repositioned brand from feature-based to identity-based advertising across 6 distinct buying psychologies.

• Launched and managed ABO discovery campaigns; conducted systematic A/B testing across 6 ad creatives with full audience segmentation.
• Live Campaign Results: 2.39% avg CTR | 66 link clicks | $3.27 avg CPC | 59% avg LPV rate during learning phase.
• A/B Test Insight: Hooks2 creative (3.02% CTR / 107.14% LPV rate) outperformed highest-CTR ad set on buying intent — proving CTR alone is a misleading optimization signal.

Creative Strategist — Belief Shift System at Dot & Key Skincare (2026-03 – 2026-04)

Diagnosed audience resistance as a belief problem; developed 6-hypothesis belief-shift architecture to reframe customer self-diagnosis before product introduction.

• Engineered multi-depth creative architecture across 8 structural levels (L3 visual metaphor → L8 anti-ad editorial), scaling one consumer insight into a full Meta-ready testing suite.

Performance Creative Strategist at Pilgrim Sunscreen (2026-02 – 2026-03)

Converted low-salience habitual product into urgency-driven creative using future-self narrative framework and weather-trigger micro-moment strategy.

• Developed direct-response ad copy and visual hook architecture tailored for Meta feed and story placements.

Ad Creative Strategist — D2C Eye Care at Skindeli (2026-02 – 2026-02)

Solved invisible-benefit problem for low-awareness eye cream category by engineering hooks using relatable digital metaphors (battery drain, GPS lag, WhatsApp read receipts) — optimized for hook rate and scroll-stop.

D2C Creative Strategist — D2C Skincare at Mamaearth (2026-01 – 2026-02)

Built 6-angle Hinglish direct-response creative system targeting cultural micro-moments — making brand communication feel native rather than imported.

• Developed full audience segmentation map and creative hypotheses for multi-angle campaign testing.

Higher Secondary Certificate (HSC) in Biology Stream – MP Board (MPBSE) (2026)