LLEONARD MASCARELL · ECOM CREATIVE STRATEGIST

I turn brand taste into creative systems.

For founders and growth teams who need an independent and creative strategist that understands the creative process as well as the culture around it.

I want a Creative Strategist

View My Work

My Journey

This is me: I spent years editing videos to keep people watching… turns out that's called STRATEGY.

The tools changed. The retention never did.

This is me: I spent years editing videos to keep people watching… turns out that’s called STRATEGY.

The tools changed. The retention never did.

+2,5 Years

in the Trenches

+1M $ Spent

through multiple DTC brands

Selected proof.

Three compact examples of how strategy turns into clearer offers, sharper creative, and more resilient repeat revenue.

Retention system for a beauty brand

Turning one-off paid customers into a habit-driven audience.

Move

Reframed email, drops, bundles, and post-purchase flows around rituals rather than discounts.

+31% repeat purchase rate

Retention system for a beauty brand

Turning one-off paid customers into a habit-driven audience.

Move

Reframed email, drops, bundles, and post-purchase flows around rituals rather than discounts.

+31% repeat purchase rate

Paid creative map for a wellness launch

A good product story was getting flattened into generic benefits.

Move

Built a message matrix across objections, audience moments, UGC hooks, and offer timing.

42 new ad angles in 10 days

Paid creative map for a wellness launch

A good product story was getting flattened into generic benefits.

Move

Built a message matrix across objections, audience moments, UGC hooks, and offer timing.

42 new ad angles in 10 days

Premium repositioning for a homeware line

The brand had taste, but the store explained features instead of desire.

Move

Rebuilt category language, landing sections, and merchandising logic around ownership moments.

Higher AOV from bundled narratives

Premium repositioning for a homeware line

The brand had taste, but the store explained features instead of desire.

Move

Rebuilt category language, landing sections, and merchandising logic around ownership moments.

Higher AOV from bundled narratives

From video editor to creative strategist.

A timeline of how editing for attention turned into owning hooks, offers, campaign systems, and e-commerce strategy.

START · VIDEO EDITOR

Editing for retention

I started by cutting videos to keep people watching: pacing, tension, pattern breaks, and the tiny moments that stop the scroll.

CREATIVE coordinator

From edits to angles

The work moved upstream: why does this hook work, what promise is the ad making, and which audience belief are we changing?

creative strategist

Campaign logic

I began connecting creative with landing pages, offers, retention flows, and performance feedback so the idea could keep selling.

NOW · MARKETER

Creative strategist

Now I help e-commerce brands turn taste, audience insight, and commercial reality into creative systems that scale.

AVAILABLE FOR SELECTED ECOM STRATEGY PROJECTS

Bring the taste, the offer, and the growth model into the same room.

Short sprints for launches, retention systems, brand repositioning, and creative direction that can survive the performance dashboard.

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Strategy · Creative direction · E-commerce