Irvine, CA · Open to work
IH, I’m Joseph.
Hybrid growth marketer who designs the sites, vibe-codes with Claude, and lives for the messy work of scaling DTC brands. (And yes, you read “HI” right.)
A little about me
A Marketer. A Solver. INTJ.
I’ve been in marketing for 7+ years. I love building systems that scale.
Through luck, I graduated college 2 years early in 2019. Ever since, I’ve been chasing thrills that challenge me.
- 01Built an affiliate skincare business
- 02Dropshipped random stuff from Aliexpress
- 03Worked as an extra actor (fun fact: I was in a kdrama once)
- 04Gamed in national competitions, won a few $$
- 05Built a SaaS app (Logic X, currently live)
Industries I’ve worked in
- Automotive
- Law
- Beauty
- CPG
- Health
I like cooking. I hate bugs. But most importantly, I love being a performer who ships results, not just talk.
I love being part of a team. Brainstorming, pushing ideas around, learning what I don’t know. And just as much, unlearning when there’s a better alternative.
Operating snapshot
How I operate.
Six channels, one operator. Real budgets, real outcomes, real years in the seat. Tap any row to expand.
- Paid Media$300K/mo budgets6 yrs · Meta · Google · TikTok
Meta
I run the latest Andrometa CBO structure. The metrics I actually watch are hook rate (3-sec view-through), CTR, CPM, ATCs, and revenue, in that order. I land 3×+ ROAS at over $5M revenue by going wide on creative angles, killing fast, and compounding what wins with iteration variants.
Angles × hooks · every combination tested Google
Shopping for high-intent buyers, Search for product-visibility across buy-intent keywords, YouTube for top-of-funnel + retargeting. The mix shifts by category; the principle doesn’t.
TikTok
Influencer marketing and product seeding. I build the relationship first. Walk creators through the product, let them actually use it, only then ask for content. The result is video that doesn’t read like an ad, which is the only kind that converts.
Creative testing
500+ ad iterations across paid social. Small bets, fast learning, ruthless cuts on dead variants. The winners get cloned into 8–12 variations; the losers get archived with a one-line note about why they died. The matrix above is how I think about it: angle × hook, every combination tested before I scale.
- Website CRO/Design+75% lift11 yrs · Webflow · Figma · Shopify
I come from a web design background and write HTML/CSS. I speak dev fluently, which means I work cross-functionally with engineers without a translator. I’ve been designing sites since 2015; today I build and ship them (software included) solo.
Design is the lever that makes my paid media work. Anyone can build a website with AI now. Almost no one can build a convertingone. I research the brand’s demographics and customer avatar before I open Figma, copywrite around an AIDA wireframe because it always works, and design mobile-first because that’s where the traffic is.
- AI AutomationOverrank · Overreel · 3K/mo organic1 yr · Claude · Python · Node
I’ve shipped several production SaaS tools. Overrank automates programmatic SEO for ecommerce brands that need long-tail organic traffic at scale, without hiring a content team. Built it after running my own affiliate sites taught me how repeatable the playbook actually is.
Got tired of stitching together AI-video workflows, so I built Overreel: a platform that produces AI videos with consistent characters across any topic I pick. Scripts, characters, voiceovers, and renders in one place.
Both run 24/7, automatically, forever. As long as my credit card keeps working.
- Brand + DesignSite rebuilds · voice · identity5 yrs · Webflow · Figma
Brand voice rewrites, identity rebuilds, and the small details that separate a $1B Korean skincare brand from its translated catalog. (See: Incellderm. Full Webflow rebuild from voice to checkout with a personalization quiz at the heart of the funnel.) Design taste is the unfair advantage I bring to every paid program I touch.
- Amazon Growth9× attribution lift5 yrs · Seller Central · Vendor Central
The Innova bet was that most of the audience was already on Amazon, so I built the proxy-attribution funnel that connected paid social → DTC bridge → Amazon checkout. 9× attribution lift in 18 months.
Day-to-day, I run the full Amazon stack: listing page optimization (titles, bullets, images, A+ Content), storefront design, and the operational difference between 3P (Seller Central) and 1P (Vendor Central), including when each model actually makes sense for a brand.
- Lifecycle / Email$1.2M attributed4 yrs · Klaviyo · ConvertKit
Klaviyo flows for post-purchase nurture, win-back, browse abandon, and segment-specific automations. Lifecycle is where DTC margins live, and most teams under-invest because the ROI lags acquisition by 30 days. I build the flows once, segment cleanly, and let compounding do the work.
Case studies
Case Studies.
One channel per card. Brands kept anonymous, results kept honest.
Now playing
Fun stuff I’m building right now.
Side quests, all in active use. Pick one to peek inside.
AI visual studio
Image + video, generated.
AI is only as good as how well you prompt it. I’m well-versed in creating realistic, top-quality AI content that’s proven to make money as ads.
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ImageTech stack
The stack I run on.
Design, growth, automation, analytics, and the AI layer on top. Every tool below earns its place in the daily workflow.
- Figma
- Webflow
- Claude
- ChatGPT
- Hotjar
- G Suite
- CapCut
- SEMrush
- GA4
- Klaviyo
- n8n
- Helium10
- AXON
- GoHighLevel
- HubSpot
- Shopify
- WordPress
Get in touch
Let’s talk.
If you like what you see and would like to connect, I’m reachable either through email or LinkedIn. Or if you’re in Irvine, happy to meet up in person.