About MESBOY
Not a big agency story. Just someone who got tired of watching good brands run average ads.
No Grand Plan, Just a Decision
I was working at an agency that shut down with three weeks' notice. No warning, no soft landing, just three weeks to figure out what came next.
I had two options: go find another in-house role and keep building someone else's business, or find out if I could do this on my own, for brands I actually chose to work with. I chose the second one. Not because I had it all figured out. I didn't. I just wasn't ready to hand that decision to someone else again.
Every Job Taught Me Something the Last One Didn't
I didn't start in an office. My first job out of university was at I Love Ugly, a streetwear brand in Auckland, doing marketing, customer service, and warehouse work all at once. That's where I first got hands-on with a Facebook ad account, building campaigns alongside the marketing director. It's also where I learned what a business actually looks like from the ground up, not just the marketing side of it.
From there it was JD Sports Australia and New Zealand, running up to 20 concurrent A/B tests across web and landing pages. That job built a habit that's stuck ever since: let the data decide, not opinion.
Then Atomic Fashion, running full campaigns across Meta and Google for a portfolio of fashion brands. Then Tribeca Health, where I ran digital marketing across three brands at once, X50 Lifestyle and Kamikaze Energy among them, managing a team of three to four and reporting straight to the founders. I built Kamikaze Energy's entire paid media presence from day one, and led the full DTC relaunch of X50 Lifestyle.
After that, Zypher Social, leading growth strategy across a pod covering 15 Meta clients and 12 Google Ads accounts. Then Cubby Agency, as Head of Performance, managing $3.5M+ AUD in annual paid media and a team of two, where a properly structured creative testing system delivered a 62% ROAS lift without touching the budget.
Every one of those roles is where MESBOY actually comes from. Not a single lightbulb moment, years of doing this for other people's businesses before doing it the way I always thought it should be done
A few of the specifics behind those numbers:
Took a furniture brand from $300K to consistent $1.5M months, hitting $3M at peak. Tripled the ad spend, and ROAS went up, not down, from 5.49x to 7.20x. That only happens when the account is built right and the unit economics actually hold.
Found that 74% of a supplement brand's 64,000 customers had bought once and never returned. Built the full retention architecture in response, email flows, subscription pathway, offer ladder, projecting $770K in additional annual revenue without spending an extra dollar on ads.
Rebuilt a Google Search account stuck at $80.90 per lead. A fragmented account structure was starving the algorithm of the data it needed. Restructured it into themed ad groups by location, giving Smart Bidding what it actually needed to bring cost per lead down.
Ran $10K a day on Meta and $5K a day on Google, across three health and lifestyle brands at once, holding every dollar to CPA and ROAS targets throughout.
None of it happened by increasing budget and hoping. Every decision was made against the full business picture, not just the ad account: true cost to acquire a customer, full business margin, what the numbers actually said the business could afford. If they said spend shouldn't go up, it didn't.
A Partner, Not a Vendor
I'm not interested in being someone you check in with once a month. I want to actually understand your business, your customers, your numbers, and your story, the same way you do.
This works best with people who care about what they've built and are willing to put in the effort to grow it properly. Not brands looking for a quick win, or someone to blame when it doesn't land.
Get In Touch
Ready to Get Started? All we need is your brand, your website, roughly what you're spending, and what you need help with. Nothing lengthy, just enough for us to get moving.