WHY GUESS WHEN YOU CAN TEST 300 TIMES
Client
The Ambr Group
Service
Creative Direction,
Strategy, & Execution
Year
2025
I built a testing framework because I was tired of hearing that creative was subjective. Over six months I planned and ran close to 90 structured experiments across more than 300 product variations. Every test was mapped in advance to isolate a single creative variable like images, copy, packaging, or A+ content. The goal was simple: show that design drives sales. By the end, we had proof that creative was not background noise. It was the lever that moved growth.
Strategy
I built a quarterly testing program, approved by leadership, to make it impossible to ignore the impact of design. Every experiment isolated a creative experience. No guessing. Just testing. Over six months we ran over 90 structured experiments across more than 300 product variations. It was a intense, but the kind where intense actually paid off.
My Role
I owned the strategy, the execution, and the pep talks. I coached designers and copywriters to think in hypotheses. I pulled in consumer feedback and competitor snooping to sharpen tests. I tracked everything in Looker so the results were loud, clear, and impossible to argue with.
Results
In one quarter alone, we shipped 32 tests. Twelve crushed it, lifting conversion by up to four points and driving sales growth over 15 percent. Some products nearly doubled organic sales after a creative update. Even the tests that fizzled gave us answers and fed into a playbook that now guides more than 40 brands. Creative stopped being a guess and started being the lever.
