Joanna Wallace builds paid media creative systems that scale. At HexClad, she founded the creative department, scaling Meta efficiency 44% and YouTube 293% year over year. Now she runs CreativeRx Consulting, helping scale DTC brands like True Classic, birddogs, and WaterBoy.
Joanna Wallace is a premier Creative Strategist in the DTC space, recognized for her ability to transform unorganized creative production into a precision-engineered growth engine. She has spent her career building paid media creative systems across agencies and DTC brands. She got her start at TubeScience, one of the most performance-driven creative agencies in the industry, before moving in-house to build and run the creative department at HexClad, scaling Meta efficiency 44% and YouTube 293% year over year. As VP of Creative Strategy at birddogs, she spearheaded holiday and BFCM, driving 75% YoY performance growth, unlocking a new female gifting demographic, and selling out a hero product three times over. Now she runs CreativeRx Consulting, where she helps DTC brands like True Classic, WaterBoy, and Brez turn chaotic creative production into paid social that actually performs. Her work lives at the intersection of strategy, psychology, and testing. She's not a brand person who learned paid media. She's a performance operator who knows what the numbers are saying and can build the team and system to act on it. How Joanna Can Help: 1. Building creative systems from zero, including asset libraries, testing frameworks, and production workflows that enable brands to scale efficiently. 2. Auditing what's broken in your current creative program and building a testing roadmap that generates signal instead of just content. 3. Hiring the right people for a performance creative team and structuring roles so the brand team, media buyers, and creatives aren't constantly working against each other. 4. Coaching creative strategists, editors, and producers who know they're capable of more but don't have anyone showing them how to level up. 5. Serving as a right-hand advisor to founders who are navigating paid creative for the first time and need a strategic partner, not just a vendor.
Kimberly H
Joanna brought so much energy and care to our call. I was feeling really stuck with how to look at my ads system from a creative perspective and she shared her methods for looking at the data, making iterations, and where to put my energy into. You could tell she really cares about making an impact. Will be booking again!!
Jean-françois T
Joanna is definitely living up to her legend. She over delivered in our small project. Came up with great and fresh concepts. Experience guided advice and direction. She comes from a strategic angle to get data and test systematically. Great communicator. Enthusiasm to the roof. Will be working with her in the future.
Lennart V
Joanna is the best when it comes down to building/growing/changing your creative team. An absolute gem who is very methodological and has extensive knowledge on performance marketing & creative (teams).
Joaquín H
Joanna's mentorship was exactly what I needed. I had specific questions on how to scale a winning ad and iterate on a losing one, and she walked me through her methodology for both. Highly recommend.
Lennart V
Great call once again, structured and insightful
Led the Paid Media strategy, delivering a 77% increase in Black Friday/Holiday performance in 2025.
Build the creative strategy department from scratch, establishing the creative systems that drove 293% YoY growth on YouTube and 44% efficiency improvements on Meta.
Advises multi-million dollar brands on creative high-velocity testing and platform-specific storytelling.
Bring what's keeping you stuck. Leave with a plan.
