Ignacio Garabedian

I founded ZELVA with one goal: to build a purpose-driven headwear brand—and scale it profitably through smart strategy and performance marketing. As the person behind all things growth, I led our paid media efforts across Meta, turning a passion project into a scalable, data-driven business.

Paid Media Highlights:

• Managed and optimized full-funnel Meta Ads campaigns across Argentina and Europe
• Scaled the brand to $160K/month in online revenue, maintaining strong ROAS and CAC efficiency
• Ran performance campaigns focused on acquisition, retargeting, and retention, using A/B testing, UGC creatives, and audience segmentation
• Oversaw creative production and messaging to align paid media with brand identity and conversion goals
• Coordinated email & retention flows (Klaviyo) to increase LTV and support ad performance
• Handled budget allocation and ad spend optimization to ensure sustainable scaling

I also built and optimized our Shopify store end-to-end, managing everything from UX and product structure to CRO tactics—consistently improving AOV, LTV, CVR, and overall store performance.

ZELVA became not only a profitable brand, but a full-scale lab where I built, tested and refined strategies that I now apply to help other brands grow.

Clients: Daniella Ortiz (USA), Performance Pro (Chile), Élan Botanicals (Colombia), Wildline Supply Co. (Spain)

I led the meta ads strategy and execution for four direct-to-consumer brands across different industries, including luxury fashion, sportswear, skincare, and outdoor apparel. My focus was on driving qualified traffic, scaling online sales, and building sustainable customer acquisition systems tailored to each brand’s identity and audience.

Key responsibilities and achievements:

• Developed and executed full-funnel Meta Ads strategies adapted to each brand's market and positioning
• Created segmented campaigns for acquisition, retargeting, and retention, optimized for performance at every stage
• Collaborated with creative teams to produce high-converting ad creatives aligned with brand tone and target personas
• Implemented A/B testing frameworks to improve ROAS, reduce CAC, and validate creative directions
• Monitored campaign performance and delivered weekly reports with actionable insights and optimization plans
• Supported each brand’s growth by combining performance marketing with a deep respect for brand storytelling and visual consistency

These projects strengthened my ability to scale e-commerce businesses across multiple verticals, while adapting to different tones, audiences, and business goals—all through results-driven paid media strategies.

I’ve built and launched fully functional, high-converting Shopify stores from scratch for fashion and lifestyle brands across the U.S. and Latin America. Each project included full setup, branding alignment, UX optimization, and essential app integrations to ensure sales readiness from day one.

Key responsibilities:

• Shopify store setup from 0 to launch: theme selection, customization, navigation, and mobile responsiveness
• Product organization, collections, filtering, and smart search
• Basic coding tweaks (HTML/CSS) and integration of apps for reviews, loyalty, email marketing, and performance
• Brand-aligned content structure and homepage storytelling
• Connection to payment gateways, shipping settings, and inventory management
• Pre-launch QA and optimization for speed and usability

Stores launched:

• Daniella Ortiz – USA (Luxury handbags & accessories)
• Performance Pro – Chile (High-performance sportswear)
• ZELVA – Argentina (Purpose-driven fashion brand)
• Élan Botanicals – Colombia (Natural skincare e-commerce)
• Wildline Supply Co. – Spain (Urban outdoor gear & apparel)

Each store was built not just to look good—but to convert, scale, and tell a brand story customers can believe in.

I worked remotely for Rocket Agency, a performance marketing agency based in Barcelona, for 1 year.

Key responsibilities and achievements:

• Managed and optimized over €1,000,000 in ad spend across 10+ Meta Ads accounts (Facebook & Instagram)
• Developed and executed full-funnel strategies, including cold traffic acquisition, retargeting, and retention
• Conducted extensive A/B testing on audiences, creatives, and copy to maximize ROAS
• Optimized campaigns for various KPIs including CAC, CTR, ROAS and conversion rate, depending on client goals
• Collaborated with creative teams to produce and iterate on high-performing ad creatives
• Delivered regular performance reports and actionable insights to clients, ensuring transparency and growth alignment
• Worked with e-commerce and service-based brands across fashion, wellness, tech, and lifestyle

This experience gave me a solid foundation in scalable Meta Ads strategy, performance optimization, and direct client communication.