# Growth & performance marketing · experience and example brief

Richie Lin · Experience and work samples

My closest experience is creative testing, benefit focused copy, and campaign analysis. I’m interested in growth work that combines customer understanding with careful measurement.

## Relevant experience

### Experimentation

Ran weekly A/B tests across 50+ ad variations and used Excel engagement analysis to select creative.

Working principle: Creative engagement helps frame the next message test.

Case: https://richielin.com/pages/romin

### Measurement discipline

Flagged $12.9K in advertising spend without recorded results and proposed tracked experiments.

Working principle: Resolve measurement gaps before treating an apparent winner as a reason to scale.

Case: https://richielin.com/pages/breaking-games

## Illustrative brief · proposed approach

Which message should earn the next creative test?

Inputs: Audience research, past creative results, a conversion definition, and test constraints.

1. Review prior results for consistent measurement and a meaningful audience comparison.
2. Develop a clear message hypothesis and vary one main element.
3. Define the primary metric, guardrails, sample size plan, and review rule before launch.

Proposed deliverable: An experiment brief and a simple results readout template.

Evaluation: Compare variants using the preselected metric and report uncertainty alongside the observed difference.

## Related methods and exercises

- Campaign conversion readout (Illustrative sample · Synthetic data): https://richielin.com/pages/samples/campaign-readout
- Product messaging brief (Illustrative sample · Fictional product): https://richielin.com/pages/samples/messaging-brief

## Context

The Romin case reports a relative catalog conversion improvement. The separate campaign readout uses synthetic data and includes uncertainty.

The proposed brief is a planning exercise. Each linked method includes its data or assumptions.

Role titles: Growth Marketing Intern · Performance Marketing Intern · Growth Strategy Intern · Advertising Intern

Contact: richielin02@gmail.com
Online: https://richielin.com/pages/roles/growth-marketing