Performance ad optimisation

An iterative design led and data driven approach to optimise Xero's digital advertising suite for maximum performance.

Project Overview
Overhaul Xero's entire performance marketing suite of assets to product create that is better performing, more data driven, more unified and better designed. The entire process and creative suite was test and data driven in close collaboration with the performance marketing team.

Project created a strong uplift in engagement, click through rates, conversion and asset recognition and in general created a more hard working and cost efficent suite of assets for Xero.

There was also a strong leverage of AI asset generation to help create a more targeted and diverse suite of creative.
My Contributions
Data and asset analysis, creative strategy, asset generation and testing, design system and design rollout.
Alex Downey
Art Direction | Design | Digital
Who me?
With nearly two decades working at both agencies and in-house creative teams i'm passionate about finding creative solutions across multiple mediums. My work covers everything from small scale branding to enterprise dotcom design systems, brand strategy and large international TVC's.

I'm currently an Associate Creative Director at Xero, based remotely in Gisborne, New Zealand. When i'm not working you can find me surfing, golfing and playing tennis or spending time with my young children and long haired sausage dog. Woof.  
Where i've worked
2007-2023: Freelance Designer @ Alex Downey Design
2009-2010: Junior Designer @ Markitable (Chilli Design)
2010-2011: Graphic Designer @ Tardis Design
2011-2012: Graphic Designer @ Open Labs
2012-2014: Graphic Designer/ Art Director @ WCC design team
2014-current: Associate Creative Director @ Xero
my Qualifications
2008-2011: Bachelor of Design (BDES) ith Honors, majoring in Advertising
2011: Member International Society of Designers (MISTD)
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