Yepoda is a fast-growing DTC skincare brand bringing Korean beauty to the European market through a strong focus on clean ingredients, sustainability, and accessible routines.
The brand operates across multiple European markets and relies heavily on performance marketing and creative-driven acquisition strategies.
In this role, I focused on scaling paid social acquisition across Meta and TikTok, managing high-budget campaigns across multiple European markets, with a strong focus on aligning performance marketing with brand positioning and long-term customer value.
Scope & Ownership
- Own paid social acquisition across France and multiple European markets, driving scalable growth
- Manage high-volume budgets across Meta and TikTok (up to €300K/month on Meta), optimizing for efficiency and revenue
- Collaborate cross-functionally with creative, content, and influencer marketing teams to scale high-performing campaigns
- Localize campaigns for different markets (France & Germany)
- Focus on scaling customer acquisition while maintaining strong efficiency and sustainable growth.
Challenge
Scaling performance across multiple markets required balancing:
- campaign efficiency vs. growth
- creative performance vs. brand consistency
- localized messaging vs. scalable campaign structures
At the same time, maintaining strong performance requiring a strong focus on creative testing, audience segmentation, and performance-driven decision-making
Growth Strategy & Execution
Paid Social Acquisition & Campaign Scaling
- Manage and scale paid social campaigns across Meta and TikTok, optimizing performance based on key metrics (CTR, CPA, conversion rate)
- Dynamically allocate budgets based on performance signals to maximize efficiency and revenue
- Refine campaign structures to support scalable user acquisition
Creative Strategy & Performance Testing
- Develop and test performance-driven creatives (in-house and UGC-style) to identify high-performing concepts
- Scale winning creatives across campaigns to improve CIR, CTR, and conversion rates
- Align creative direction with brand identity while optimizing for performance
Localization & Multi-Market Adaptation
- Adapt campaign strategies, messaging, and creatives for French and German markets
- Leverage local audience insights to improve relevance, engagement, and conversion performance
- Balance localization with scalable campaign structures across markets
Influencer & Content Integration
- Integrate UGC and creator content into paid social strategy to improve engagement, authenticity, and performance
- Collaborate with influencer marketing teams to scale high-performing content
Publisher Partnerships & Paid Media Expansion
Collaborated with a paid media agency in France to plan and execute paid media campaigns across premium publisher platforms, including Marie Claire, Au Feminin, and Cosmopolitan.
These campaigns focused on expanding reach beyond paid social, leveraging editorial environments to drive high-quality traffic and conversions.
Managed campaign performance, creative alignment, and optimization in close coordination with the agency, ensuring strong efficiency and consistent messaging across platforms.
Results:
- €82K revenue generated
- ROAS: 5.53
- Conversion Rate: 4.43
Impact
- Scale campaigns to €1.3M/month revenue (Meta) and €439K/month (TikTok)
- Manage high-volume budgets, with Meta spend of €270K–€300K/month
- Delivered peak revenue performance during Black Week and Year End, while maintaining strong efficiency (CIR/CPA).
- Improve campaign efficiency through continuous, data-driven optimization (CIR reduction) and by applying data-driven insights to creatives, targeting, and landing pages.
- Increased engagement and performance through creative testing and UGC integration
- Strengthen multi-market performance through localization and audience adaptation
- Streamline cross-team workflows and campaign processes, reducing execution delays and improving collaboration.
Key Insights
Creative performance is the main driver of paid social success.
Combining data-driven testing with strong brand storytelling enables both scalable growth and consistent performance across markets.
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