About
Most brands don’t struggle because they lack ideas. They struggle because their creative isn’t built to drive decisions, scale, or performance.
That’s where I operate.
I build and lead creative functions as performance systems, where strategy, production, and iteration are tightly connected to drive measurable growth.
At Right Hook Digital, I own the end-to-end creative product across strategy and execution, turning creative into a core acquisition lever for eCommerce brands.
My focus is simple: Make creative a predictable, scalable driver of growth, not a guessing game. 🥊
About
I'm Kira.
My edge isn't that I know paid media it's that I know what the creative needs to do before I touch the account.
In 2019, I was browsing Taobao and noticed a product listing: an unpolished photo of early-learning toys, totally unglamorous. Something clicked. I built an education ad that looked nothing like an education ad a parent's casual observation, no visible branding. It became the highest-spend creative in a RMB 100M annual campaign. Peak daily spend: RMB 5M. CPA dropped 50%.
The same logic worked for HFP beauty. I found it on a Xiaohongshu complaint thread about summer sun damage. Built an ad that looked like a frustrated person's post. Budget scaled from RMB 2M to RMB 10M+ monthly.
I can read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
Based in Shanghai. Open to remote, and freelance engagements.
About
I'm Kira.
My edge isn't that I know paid media it's that I know what the creative needs to do before I touch the account.
In 2019, I was browsing Taobao and noticed a product listing: an unpolished photo of early-learning toys, totally unglamorous. Something clicked. I built an education ad that looked nothing like an education ad a parent's casual observation, no visible branding. It became the highest-spend creative in a RMB 100M annual campaign. Peak daily spend: RMB 5M. CPA dropped 50%.
The same logic worked for HFP beauty. I found it on a Xiaohongshu complaint thread about summer sun damage. Built an ad that looked like a frustrated person's post. Budget scaled from RMB 2M to RMB 10M+ monthly.
I can read the data and write the hook. Manage the account and direct the asset. If you need someone who understands both sides of performance creative that's what I do.
Based in Shanghai. Open to remote, and freelance engagements.
Performance & Creative Strategy
I'm both. That's the actual value.
How I actually think
I look for the thing nobody in the category is doing.
Not because being different is a strategy because there's usually a real reason nobody's doing it. A gap in how the audience is being spoken to. An emotion that's showing up everywhere in organic content but nowhere in paid ads.
My sources of inspiration have included: a raw product listing, a social media comment section, an English-language sleep forum, and a toy brand's unboxing video. I go where the real behaviour is. Social platforms are just the start.
When I find something, I make it ugly first. Rough cut, rough image, one line of copy. If the rough version works, the polished version will too. I've learned not to over-produce before validating.
What I've worked on
Education, beauty, hospitality. Accounts ranging from$15M to $100M+ annual spend. Agency-side and in-house. Single brand and multi-brand simultaneously.
The platforms: WeChat, Douyin, Xiaohongshu, WeChat Video Channels. Currently expanding into Meta, LinkedIn and Tiktok for international clients.
One more thing
I share what I learn. Every major project I've run, I've documented the methodology and trained the team around it. Not because I had to because if the thinking only lives in one person's head, it's not really useful.