KATVOIX Media is the operating brand of FITLAD KD LLC, Manhattan, NY. Established 2020.
DUNS 13-111-0675 · GL + Professional Liability insured · NYC MWBE application pending
Strategy before tactics. Results backed by data.
Performance Architect
FITLAD KD LLC DBA KATVOIX Media, DUNS, insurance, MWBE pending
Executive Summary
I architect creative for performance, with closed-loop attribution thinking applied even on platforms without pixel-level tracking.
Four overlapping competencies in one person: senior data strategy pedigree (Publicis, Avalere), performance creative production, brand and product ownership, and SAG-performed bilingual VO.
This portfolio demonstrates the methodology through documented case studies across multiple verticals — focused-budget creative work alongside enterprise-scale strategic engagements.
Available for full-time, contract, and fractional engagements.
Positioning
I bring four competencies that rarely sit in one person, and they compound rather than overlap.
For analytical organizations: I am not a creative hire who has to learn the math. I already speak the math.
The senior data strategy background is the layer most agencies miss when evaluating creative talent.
Four Competencies
| Competency | Background | What It Means in Practice |
|---|---|---|
| Senior Data Strategy | Publicis, Avalere — closed-loop attribution, lead quality scoring, performance measurement (healthcare and brand) | Fluency in measurement frameworks, KPI architecture, and the analytical language of performance media |
| Performance Creative Production | Documented cross-vertical lift across multiple verticals | Creative that converts, not creative that only wins awards |
| Brand and Product Ownership | Partial owner, end-to-end builder of A Plus Enhanced Athletes | Has built what most agencies sell — brand, merch, content strategy, proprietary tooling |
| SAG Voice and On-Camera Direction | Bilingual (English / Spanish) | Performs creative when authenticity matters more than AI velocity; directs talent on bilingual sets |
So What?
I operate at the intersection of analytical rigor and creative execution. The four competencies are already integrated. There is no learning curve.
Diagnostic Performance
Identifying creative signal early — on a small account, before validation — is a senior diagnostic competency.
The "Raised One Way, Trained Another" series pulls 10× organic benchmark on TikTok with no paid support.
The same creative thesis lifts proportionally under light boost (~17×), validating it responds to paid amplification.
This signal is the basis for the hypothetical full-funnel deployment in Section 6.
"Raised One Way, Trained Another" is an organic content thesis built on a specific cultural insight: second-generation Latinx audiences carry inherited messaging about food, fitness, and body image that mainstream fitness creative does not address. The series captures unscripted, on-camera reflections from A+ Enhanced Athletes founder Alex Abreu in bilingual format.
| Platform | Reach | Spend | Notes |
|---|---|---|---|
| TikTok (organic) | 7,685 views | $0 | Single post. ~10× typical organic reach for sub-10K-follower fitness account |
| Instagram (organic) | 218 plays | $0 | Same creative thesis, different post |
| Instagram (boosted) | 3,800 plays | Light boost | Spanish-first variant — demonstrates ~17× lift under minimal paid amplification |
Diagnostic Insight
Data: TikTok post pulled 7,685 organic views; same creative thesis lifted to 3,800 plays on IG with light boost
Result: 10× organic benchmark on TikTok; ~17× lift from minimal paid spend on IG
Business implication: The cultural insight is not theoretical — it generates engagement at multiples of platform benchmark on the platform where the audience lives, and lifts proportionally when budget is added
What this validates: The creative thesis is paid-scalable. The three-ad campaign in Section 6 is the architectural answer to what scaling this signal at full budget would look like.
So What?
Diagnosing this kind of resonance early — small account, small reach, before it's obvious — is the diagnostic eye that scales when paired with enterprise-class infrastructure. The pattern recognition is the IP. The results above are the evidence of the pattern, not the pattern itself.
The Challenge
Tanisha Stewart is a Christian fiction author with a backlist of audiobooks distributed through ACX/Audible — a third-party platform that does not offer pixel-level conversion tracking. The campaign challenge: architect Meta creative that drives measurable lift on a platform you cannot pixel.
Architectural Performance
Tanisha Stewart audiobook campaign delivered 14% lead-to-sale conversion (industry standard: 1–4%).
Closed-loop attribution validated through self-reported author sales data with non-advertised control title.
Advertised audiobooks outsold non-advertised audiobook in same release window by 2.0–3.2×.
Single-customer multi-product purchase signal observed within 24 hours of launch.
| Metric | Result |
|---|---|
| Total spend | $136.20 |
| Landing page views | 853 |
| Cost per landing page view | $0.16 |
| Hook rate | 56% (above industry benchmark) |
| Hold rate | 4.67% |
| Total video plays | 6,886 |
| Audience delivery | 83% women, age 35–65+ (Advantage+ self-selected) |
Tanisha VIP campaign performance overview - 853 LPV / $0.16 CLPV / 56% hook rate
Mid-Funnel
Data: Of 853 landing page views, 50 completed VIP program signup
Result: 5.9% LPV-to-Lead conversion rate
Business implication: Video creative was architected to do qualifying work before the form impression
What this validates: Pre-qualification through script architecture reduces form friction and pre-filters low-intent traffic — a transferable methodology, not a campaign-specific result
Bottom of Funnel — Lead-to-Sale Conversion
Data: Of 50 VIP leads, 7 converted to paid sale within campaign window
Result:14% lead-to-sale conversion rate
Business implication: Industry-standard lead-to-sale on Meta lead gen falls between 1–4%. This is 3.5–14× benchmark.
What this validates: The video creative did pre-qualification work the form would otherwise have to do. The audience that reached the form was already filtered.
Closed-Loop Validation — Audiobook Sales Lift
The most important data point in this case study is comparative sales data, reported in writing by Tanisha Stewart on January 15, 2026, six days after the launch of three new audiobook releases:
| Title | Released | Ads Running | Units Sold |
|---|---|---|---|
| A Praying Husband | Jan 9 | Yes (Meta) | 87 |
| All I Want for Christmas | Jan 8 | Yes (Meta) | 50 |
| BODIED | Jan 8 | No | 27 |
So What?
The Tanisha Stewart funnel demonstrates closed-loop attribution thinking on a platform that does not natively support it — through script architecture (pre-qualification), comparative methodology (non-advertised control), and self-reported sales lift. This is the work that scales when paired with proper attribution infrastructure.
Replicated Performance
Eight days into a second author client's campaign, the methodology is tracking better than Tanisha Stewart's on early indicators.
Hook rate: 66% (industry average: 25–35%) — 2× benchmark.
Cost per lead: $1.30 (industry average for niche author lead gen: $5–$15).
100% audience self-selection in target demographic with zero explicit demographic targeting.
The Campaign
Neesh Santiago — fiction author client, VIP Lead Gen campaign, Meta. Live since April 20, 2026
| Metric | Result | Benchmark Comparison |
|---|---|---|
| Total spend (8 days) | $18.14 | — |
| Leads | 14 | — |
| Cost per Lead | $1.30 | $5–$15 industry standard |
| Hook rate | 66% | 25–35% industry average |
| Hold rate | 8.96% | — |
| Audience delivery | 100% women, age 35–65+ | Zero explicit demographic targeting |
14 leads / $1.30 CPL / 66% hook rate
Replication Insight
Data: Same creative methodology applied to a second author brand, eight days into deployment
Result: Hook rate, CPL, and audience precision all tracking better than the Tanisha Stewart benchmark
Business implication: The methodology is not author-specific or brand-specific
What this validates: The methodology is the IP. The kit demonstrates it.
So What?
A single case study can be dismissed as a one-off. Two case studies, second tracking better than first, on early indicators — that is the difference between a lucky campaign and a replicable system.
Cross-Vertical Track Record
Methodology deployed across fiction authors, e-commerce, services, and bilingual creative over 8 months.
Outlier performance: $0.09 LPV on Tanisha Stewart traffic campaign (1,357 LPVs).
The track record shows range, not vertical lock-in.
8-Month Meta Performance Portfolio
| Campaign | Vertical | Reach | Results | Cost / Result |
|---|---|---|---|---|
| Tanisha Stewart — A Praying Wife (Traffic) | Author / Audiobook | 12,578 | 1,357 LPVs | $0.09 |
| Tanisha Stewart — VIP Conversion | Author / Audiobook | (Section 3) | 853 LPVs | $0.16 |
| katvoixmedia — VO Promo | Services | 12,298 | 563 LPVs | $0.21 |
| Tanisha Stewart — Other Title | Author / Audiobook | 7,462 | 449 LPVs | $0.26 |
| Neesh Santiago — Shame the Devil | Author / Fiction | 7,779 | 267 link clicks | $0.27 |
| Tanisha Stewart — IG Engagement | Author / Audiobook | 9,369 | 409 IG profile visits | $0.37 |
| Instagram — English variant | Author / Engagement | 3,854 | 182 IG profile visits | $0.33 |
| Instagram — Spanish variant | Bilingual / Engagement | 2,112 | 114 IG profile visits | $0.53 |
| theblkthread — Etsy traffic | E-commerce | 3,434 | 126 LPVs | $0.55 |
Outlier Insight
Data: Tanisha Stewart "A Praying Wife" traffic campaign delivered 1,357 LPVs at $0.09 each
Result: Exceptional efficiency — well below typical Meta LPV cost for niche author content
Business implication: This emerged from creative-audience match, not from budget
What this validates: Outliers like this are produced by diagnostic eye on creative, not by spend. They are not luck.
Bonus Signal — Multi-Product Cross-Sell
Within ~24 hours of campaign launch, the author reported that a single customer purchased not only the advertised audiobook but six additional audiobooks in the same transaction.
Data: N=1 customer, 7 total audiobooks purchased in single session triggered by a single ad creative
Result: Creative-driven catalog activation, not just single-product conversion
Business implication: Statistical noise on a small sample, but a directional signal worth flagging
What this validates: Creative variables can drive multi-product purchase behavior, not just single-product conversion — a key insight for catalog-driven brands.
Data: Two advertised titles released same week as one non-advertised title
Result: Advertised titles outsold non-advertised title by 2.0–3.2× in matched release window
Business implication: This is comparative incrementality evidence on a platform (ACX/Audible) where pixel tracking is structurally impossible
What this validates: Self-reported sales data with a same-period non-advertised control is a defensible attribution methodology.
Engagement Snapshot
| Engagement | Industry | Scope |
|---|---|---|
| HubSpot Partner Case Study | Gaming / Hobby / Retail | $35K–$80K monthly spend, $200K+ attributable revenue, 200+ trading card events monthly |
| Unbranded Financial Acquisition | Financial Services | High-intent search strategy, mobile-first multi-channel acquisition for competitive financial category |
| DSE Patient Pathway | Regulated Healthcare | Cross-functional design redesign reducing friction at qualified engagement points; multilingual activation across Canadian and French-speaking audiences |
| VOX the Cat | Mascot / IP Development | Proof-of-concept mascot building scalable brand identity across voice, visual identity, and animation; built end-to-end with Adobe and AI-assisted tooling |
So What?
The methodology in this portfolio operates across budget tiers. Focused-budget creative work demonstrates the underlying creative thinking. Enterprise-scale strategic engagements demonstrate that the same thinking scales when paired with appropriate infrastructure and stakeholder complexity.
Tool Stack and AI Deployment Strategy
| Tool | Role |
|---|---|
| Adobe Premiere Pro | Master edit, color, timeline assembly |
| Adobe Audition | VO recording, post-processing, loudness normalization |
| Adobe Express | Photo-to-motion stills, brand-consistent end cards |
| Hedra Character-3 | AI character work for Awareness/Conversion variants |
| ElevenLabs | Multilingual VO for variant testing only — not hero performance |
| HeyGen | Avatar work for high-volume variants where lip-sync precision is non-critical |
| CapCut | Captions, subtitle generation, social-format cutdowns |
| Epidemic Sound | Licensed music |
| Pexels / Adobe Stock | Stock B-roll backfill |
So What?
Senior creative direction is knowing when to deploy AI and when not to. This campaign uses minimal AI in Motivation (where authenticity is the currency) and heavy AI in Awareness and Conversion (where rapid variant production is the operational requirement). That escalation is the strategic story: AI intensity matched to channel and funnel stage.
How I Think About This Work
The methodology demonstrated in this portfolio is currently produced manually with limited paid budgets and self-built attribution infrastructure.
The thinking behind it scales when paired with enterprise attribution systems, larger budgets, and Fortune 500 stakeholder complexity.
Available for senior strategy roles, fractional engagements, and contract advisory work across performance creative, brand strategy, and analytical leadership.
What I Bring
| Asset | Value |
|---|---|
| Documented creative methodology with cross-vertical lift | Repeatable system, not one-off creative talent |
| Bilingual creative capability (VO + direction) | Authentically multicultural creative across English and Spanish-speaking audiences |
| Brand and product ownership experience (A Plus) | Founder-level thinking applied to client work |
| Senior data strategy pedigree (Publicis, Avalere) | Compatible with analytical cultures; minimal onboarding |
| Cross-vertical fluency | Healthcare, fitness, publishing, fashion, gaming/hobby, financial services |
| Full-stack production capability | Strategy through finished creative deliverables, including AI-augmented production |
The Strategic Argument
The competitive frontier for performance media is no longer better targeting. Targeting platforms have consolidated, and the lifts available from audience optimization are flattening. The next frontier is creative architected for closed-loop attribution.
That is the work I do every day, manually, with limited budgets. Inside the right organization, with appropriate infrastructure behind it, the same methodology runs at agency or enterprise scale.
Featured Tools
Custom AI-augmented tools built end-to-end across two product brands — A+ Enhanced Athletes and KATVOIX Academy.
Five featured tools span the full customer lifecycle: acquisition, activation, and retention.
All tools deployed live and QA'd for production. AI-assisted development (Lovable) requires real product management to ship.
The tools below demonstrate full-lifecycle product thinking — from top-of-funnel freemium acquisition through post-purchase activation and ongoing retention. Each tool serves a specific funnel function in its parent product (A+ Enhanced Athletes subscription program or KATVOIX Academy creator education platform), and each was built end-to-end with AI-assisted development, then QA'd to production standards including mobile responsiveness, error handling, and brand alignment.
Most marketers can talk about acquisition tools. Far fewer can architect post-purchase product experiences that drive activation and retention. The portfolio below reflects that broader product muscle.
Form Feedback Focus
AI-augmented form analysis tool that helps A+ Enhanced Athletes subscribers self-audit their training videos. Built as a post-subscription activation tool — gives newly enrolled members an immediate, high-value reason to return to the platform within their first week. Demonstrated to prospective subscribers via the A+ Enhanced Athletes intro tour video.
Fridge Fuel
AI-augmented post-workout meal generator for A+ Enhanced Athletes subscribers. Members upload what's currently in their fridge, and the tool returns macro-aligned meal suggestions tailored to their training day. Built as a daily-use retention tool — gives subscribers a reason to return to the platform between workouts and reinforces the integration between training and nutrition strategy. Featured in the A+ subscription intro tour video.
VOIX Coach
AI chatbot coach that walks KATVOIX Academy voiceover students through real recording scenarios. Built as a post-purchase activation tool — gives newly enrolled students personalized, on-demand coaching between live class sessions, accelerating their time-to-first-recording and reducing instructor support burden. Demonstrated by KATVOIX brand ambassadors on social media.
Mic Level Master
Interactive teaching tool that helps KATVOIX Academy voiceover students calibrate their microphone levels for professional recording. Built as a post-purchase activation tool — addresses one of the most common technical barriers new VO students face, accelerating their progression through the curriculum. Demonstrated by KATVOIX brand ambassadors on social media.
Athlete Launchpad
A custom freemium tool built end-to-end for A+ Enhanced Athletes — a personalized macro plan, 3-day workout blueprint, and 7-day challenge generator. Designed as the top-of-funnel acquisition mechanism for A+ Enhanced Athletes' subscription program, with email capture built into the experience. Developed with AI-assisted code (Lovable) and integrated with the broader A+ Enhanced Athletes content and email ecosystem.