K.Masoumi
Work with me
Open to brand & creative strategy roles · Milan / remote

Insight in.Ideas that movepeople out.

I'm Kiana Masoumi, a creative strategist. I start from consumer research, find what stops an audience from saying yes, and turn it into brand positioning and competing creative angles — then test them until the numbers agree.

Hire me →Pitch a collaboration
300
qualified leads from Meta lead-gen
3–5
campaigns tested in parallel
2
international programmes, full lifecycle
3
languages: FA · EN · IT
Consumer research ✦Campaign strategy ✦Brand positioning ✦Creative briefing ✦Campaign concepts ✦Communication strategy ✦Audience insight ✦Creative testing ✦Consumer research ✦Campaign strategy ✦Brand positioning ✦Creative briefing ✦Campaign concepts ✦Communication strategy ✦Audience insight ✦Creative testing ✦
(01) How I think

Strategy is a loop, not a deck.

Plenty of strategy stops at the slide. Mine is written to be built: every angle I propose has a hook, a format and a number attached to it, so the team knows what it is and how we'll know it worked.

01

Listen

Start from the audience — segments, behaviour, the friction that stops them saying yes.

02

Angle

Turn the friction into competing angles: a promise, a proof, a provocation.

03

Test

Ship variants, A/B the creative, read hook rate, CPL and retention weekly.

04

Sharpen

Scale the winner, retire the rest, and write the next round smarter.

(02) Selected work

Three briefs, read properly.

2025 — Now
Case 01

Multi-angle lead generation

International education programmes · Meta paid social

The brief

Generic ads were pulling a broad audience with high cost per lead and heavy drop-off before the form.

The insight

The hesitation wasn't price, it was self-qualification — people weren't sure the programme was for someone like them.

Angles tested

  • Angle A — Direct outcome: name the result and the timeline up front.
  • Angle B — Peer proof: show someone recognisable to the viewer already inside.
  • Angle C — Qualification: state clearly who it's for, and who it isn't.

Made, not just briefed

Short-form video hooks cut in CapCut and Premiere, paired with copy written per angle rather than per placement.

What it did

  • →300 qualified leads delivered into CRM with automated follow-up
  • →Winning angle scaled, weaker angles cut inside the testing window
Meta AdsCreative testingLead genCRM
Case 02

Lifecycle sequences that earn the next open

Two international programmes · Email & automation

The brief

A multi-step journey where interest cooled between signing up and committing.

The insight

People needed small, usable value before a decision — not more reminders that a deadline existed.

Angles tested

  • Onboarding: orient fast, one action per email.
  • Awareness: teach something useful, earn the next open.
  • Engagement: re-enter based on behaviour, not on the calendar.

Made, not just briefed

Multi-step journeys mapped to behaviour triggers, messaging rewritten per segment.

What it did

  • →Two programmes running automated end-to-end journeys
  • →Messaging adapted per segment instead of one broadcast
LifecycleSegmentationAutomationCopywriting
Case 03

Brand consistency across a client portfolio

Agency clients · Social, paid & content

The brief

Several clients, each with a different voice, all needing a steady output of campaign content.

The insight

Consistency comes from a repeatable brief, not from one person policing every post.

Angles tested

  • A single-page brief per client: audience, promise, tone, no-go list.
  • A hook library so concepts start from evidence, not a blank page.
  • Weekly reviews turning results back into the next brief.

Made, not just briefed

Concepts, copy, visuals and video produced in Canva, CapCut and Premiere Pro against each client's brief.

What it did

  • →3–5 campaigns live in parallel without losing brand voice
  • →Weekly performance reviews feeding the next creative round
Creative briefsContent productionReporting

Where this work happened

08/2025 — Present

Digital Marketing & Creative Strategy

Dhynet

Perugia · Hybrid

07/2025 — 11/2025

Digital Marketing & Lifecycle

City Lab Discovery

Barcelona · Remote

(03) Toolkit

What I bring to a brief

Consumer Research

SegmentationBehavioural insightCompetitive teardownsAudience mapping

Campaign Strategy

Campaign planningCreative testingA/B testingMeta Ads

Brand Positioning

Positioning notesMessaging frameworksTone of voiceNo-go lists

Creative Briefing & Concepts

Creative anglesHook writingCampaign conceptsCopywriting
2022 — 2026

M.A. Planning & Management of Tourism Systems

University of Bergamo

Languages

Persian · English · Italian

Hi.

(04) Let's talk

Got a brief that needs a sharper idea?

For teams hiring

Hire me →

Brand, creative and communication strategist roles — Milan or remote.

For brands & creators

Collaborate →

Campaign concepts, creative briefs and consumer insight.

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