Hands full, gloves on, phone ringing…
Saron DemessieAtlanta, Georgia · Eastern time, one hour off US Central
Meta and TikTok Media Buyer & Performance CreativeOne hire, both halves.
I buy the media and I make the creative that runs in it. Most teams hire two people for this, and the handoff between them costs about a week every time an ad needs replacing.
I have a studio team behind me for production volume, so a heavy month does not turn into a slow one. Meta and TikTok. Furniture, food, beauty, health, real estate and home services.
- Hands-on media buying in Meta and TikTok Ads Manager
- 3yrs
- Accounts run: the studio’s own, studio clients, agency clients, in-house retail
- 4
- Click-through rate, our own Meta account, May 25 to Aug 22, 2026
- 5.0%
- Cost per click over that same window
- $0.89
- Designing since January 2018, so the creative is mine too
- 7+yrs
- Clients across furniture, food, health, real estate and home services
- 20+
What I do
Media buying
- Campaign build and daily management in Meta and TikTok Ads Manager
- Budget pacing, audience testing, killing and scaling on rules written before launch
- Prospecting and retargeting split by intent and by time since visit
- Judging an account against its own history, not against a number from someone else’s
- Working inside your Business Manager, with you keeping admin
Creative
- Angle research from reviews, competitor ad libraries and the client’s sales calls
- One-page brief per concept: angle, hook variants, format, overlays, what would make it fail
- Statics, carousels and motion cutdowns produced in house by my team
- Two to four hooks on one body, so the test reads clearly
- Direction for editors and UGC creators, tight enough that footage comes back usable
Landing pages and brand
- Landing page and advertorial layout that argues the same thing the ad did
- Identity systems, packaging, print and campaign design
- Investor, sales and proposal decks
- Master templates, so your team updates its own material without a designer
Platforms and tools
- Meta Ads Manager
- TikTok Ads Manager
- Meta Business Suite
- Figma
- Adobe Illustrator
- Adobe Photoshop
- After Effects
- Premiere Pro
- InDesign
- Canva
- Google Analytics
- PowerPoint
- Keynote
- Google Slides
- Mailchimp
- HubSpot
- WordPress
How I work
- 1Research
Reviews, competitor ad libraries and your sales calls, tagged by pain, objection and awareness level.
- 2Brief
One page per concept. Angle, hook variants, format, overlays, and the reason it might fail.
- 3Produce
Statics, carousels, motion cutdowns, UGC direction. Two to four hooks on the same body.
- 4Launch
One test campaign, fixed budget, equal exposure, and no edits for the first 72 hours.
- 5Read
Hook rate, hold rate, click-through and cost per result at day 3 and day 7, against this account’s own history.
- 6Iterate
New hooks, then a new angle, then a new format. Each one written down before the next week starts.
Experience
Co-founder and Creative Director, Amatista Creatives LLC
Jan 2025 · presentA US studio doing paid social, brand and decks for contractors, home services and local businesses. I run the studio’s own Meta and TikTok account and client accounts alongside it, with a team of editors, designers and campaign support working to my briefs.
Before
A new studio that had to build the ad account and the creative library from nothing, with no earlier results to judge anything against. Our own money, so waste turned up the same week it happened.
What I did
Built the account, wrote the angles, produced the creative, ran the tests. The ad and the landing page say the same thing because one person made both.
Result
From May 25 to August 22, 2026 the account ran at a 5.0% click-through rate and $0.89 a click. It is our account, so the export goes out with nothing blacked out.
CON-c1-missed-call-leadsEvery Missed Call Is a Lost JobGet offer
CON-c6-emergency-leadsEmergency Calls Go to Who Answers FirstGet offer
CON-c3-roof-leadsCan’t Answer from the Roof?Get offerAccount totalClick-through rate 5.0%Cost per click $0.89
Account and Project Manager, Ultra Communications PLC
Mar 2022 · Dec 2023Agency side, running client accounts and the campaigns inside them.
Before
Creative came from one team, buying from another, and the account manager sat in between. A bad week belonged to whichever half you asked.
What I did
I took accounts across both halves. Wrote the brief, built the campaigns, and held a campaign on one identity while four people worked on it.
Result
Replacement creative turned around faster, because the person reading the numbers was the person making the next ad.
Marketing Consultant, GM Furniture
Oct 2019 · Feb 2022Contract, in-house at a furniture retailer. Expensive product, a showroom, and a decision that took weeks.
Before
Television spots and social ads made by different people to different rules, for one company, against a buying cycle nobody was measuring.
What I did
Put television and social on one identity, made the product campaign material, and ran Meta against it. Retargeting split by time since visit instead of one catch-all audience.
Result
On furniture that expensive, the ad has to answer the objection. Delivery, warranty, financing and assembly moved more than another styled photograph did.
Sales and Marketing Specialist, Atlanta Flooring Studio of Georgia
Jun 2025 · presentLead-generation creative and landing pages for a flooring company, digital and print, all built off one visual system so every new piece reads as the same business.
Marketing Intern, Unitrack Consultancy
Jan 2018 · Nov 2019First role, and where the seven years of design start. Marketing support and production work.
Accounts
| Account | Platforms | What I owned | Period |
|---|---|---|---|
| Amatista Creatives, our own | Meta, TikTok | Buying and creative, end to end | 2025 to now |
| Studio client accounts | Meta, TikTok | Buying and creative | 2025 to now |
| Agency clients, Ultra Communications | Meta | Campaigns and creative direction | 2022 to 2023 |
| GM Furniture, in-house retail | Meta | Campaigns, plus television and social material | 2019 to 2022 |
Selected creative
Concept, art direction and production are mine on all five. Where one ran as paid media I can send the reporting behind it with the client name removed.
Decks and brand
Spec series
Ten fictional brands, labeled as spec on every slide. Tap a cover for the 1920px frame.
Deliverables
- Ratios
- 1:1, 4:5 and 9:16 exported per placement, not one file resized
- Naming
- Concept, angle, hook number, so the report reads back to a brief
- Source
- Layered files, fonts documented and licensed, editable by your team
- Variants
- Two to four hooks per concept on the same body
- Scorecard
- Spend, clicks, cost per result, and what I changed that week
When a winner tires, in this order
- New hooksSame body, four new hooks. Cheapest change, fastest read.
- New openerFirst three seconds recut, or a new lead image.
- New angleNext unused angle from the bank. Same offer, new argument.
- New formatStatic to UGC, UGC to founder cut, long to fifteen seconds.
Reporting cadence
Daily, nothing unless something broke: pacing, disapprovals, and leads landing where they should.
Weekly, a one-page scorecard with spend, clicks, cost per result, and a change log saying what I changed and why.
Monthly, what the tests taught us and next month’s angle plan.
Common questions
Do you buy, or do you make the creative?
Both. Three years in Ads Manager, seven designing. A tired ad gets four new hooks the same afternoon instead of a ticket to somebody else.
Biggest thing you have done on Meta?
Took our own account from nothing to a 5.0% click-through rate at $0.89 a click between May 25 and August 22, 2026, doing the buying and the creative myself.
Which platforms, hands-on?
Meta and TikTok Ads Manager, and the creative for both.
What does week one look like?
Access and a tracking check on day one. Baseline agreed by day three off ninety days of history. The structure changes get identified and the first concepts briefed by Friday, then we make the changes and launch in week two.
How do you find a new angle?
A few hundred reviews, the support threads and your sales calls, tagged by pain, desire, objection and awareness level. Then I write hooks for the top three nobody in the category is running.
Lead cost drops but appointments drop too?
Usually a cheap new ad pulling unqualified volume. I check the lead source mix, the form, and time to first contact, then pause that ad before touching anything else.
Who does the work?
I run the account and set every brief. A studio team handles production volume behind me, editing, design and campaign support, which is how output holds up when spend goes up. You deal with me.
Availability?
Atlanta, Eastern time, which overlaps US Central by all but an hour. Contract or part time, and the studio can take more on if the account needs it. Pricing depends on scope, so let us discuss it.
Prospecting and retargeting
- Prospecting broad, judged on 7-day-click results and new customers, never on day one
- 0 to 7 days since visit: the objection ad. Price, delivery, financing, whatever sales hears
- 8 to 14 days: proof. Reviews, comparisons, warranty
- 15 to 21 days: last offer, then exclude rather than keep chasing
- Budget decisions read off weekly cohorts, not daily swings
The first thirty days
- Week 1. Access, tracking check, ninety-day export, baseline agreed in writing
- Week 2. Structure fixed, first test wave live, fixed budget and equal exposure
- Week 3. Day 3 and day 7 reads in, losers cut, winners get new hooks
- Week 4. Budget behind what held up, next month’s angle plan written
- One scorecard a week the whole way, with the change log attached
Next step
Send me the ad account’s last thirty days and the ad you think is working.
I will come back with what I would change in week one and three concepts I would test against it, before either of us mentions a contract.
Proof
- Ads Manager exports and reporting from the accounts above, client names redacted
- The brief that produced an ad, next to the ad it produced
- Layered source files, fonts documented and licensed
- A landing page I built, and the ad that fed it
- Google, Foundations of Digital Marketing and E-commerce, January 2025
- References after a first call