Innovative Digital

The real problem

You're not losing
to competitors.
You're losing to a system gap.

You've spent thousands on creatives that worked for a month and then died. You've had ad accounts that looked profitable until you ran the P&L. You've hired agencies that sent you a surface-level report while your margins quietly eroded.

The brands breaking through to eight figures aren't spending more. They're operating a proven system with a leading edge, built on years of pattern recognition across hundreds of brands, not guesswork or generic best practices. Lower cost to acquire. Higher value per customer. Creative that gets ahead of fatigue. And a team that treats your P&L like it's their own.

That's what Innovative Digital is built to deliver.

Our Innovation Engine is built to take that weight off your plate permanently. Experts who eliminate the guesswork — so you can focus on what only you can do to build your business.

And here's the advantage most brands never get access to: we're not siloed inside your business. We look under the hood of hundreds of brands across verticals, ad accounts, and markets — which means the insights we bring to your brand aren't just informed by your own feedback loop. They're informed by what's working, what's shifting, and what's coming across the entire DTC landscape. That perspective is what separates expert partners from expensive order-takers.

The creative fatigue trapYou find a winner. It runs for 60 days. Then it dies and you're back at zero. Without a system that continuously generates and tests new creative, you're always one bad month from losing everything you built.

The ROAS lieYour media buyer shows you a 2x ROAS. But after COGS, fulfillment, and returns — you made nothing. Because ROAS doesn't account for what actually matters: your bottom line.

The leaky funnelYou're spending to acquire customers and then doing nothing to keep them. Every new customer you don't retain is a cost you pay twice. Lifecycle strategy isn't optional at scale — it's the multiplier that separates brands that grow from brands that grind.

The everything-runs-through-you problemEvery strategy decision, every creative call, every performance question — it all comes back to you. Growth that depends on you being in the room isn't a business. It's a job. The Engine is built to take that weight off your plate permanently.

The Strategist Behind It

I didn't start in ads.
I started in the fundamentals.

I'm Yasmin Fernandes, founder of Innovative Digital and the growth operator behind The Innovation Engine.

I started in organic Instagram in 2018, where I learned everything about engagement, community, brand voice, and what actually moves people. But I was always drawn toward sales. So I moved into email marketing, building out owned and earned media from the ground up. And then I hit a ceiling. I was tired of waiting for traffic, waiting for engagement, hoping the algorithm would cooperate. I wanted to control the faucet.

That's when I fell in love with Meta advertising and realized it was the channel that fueled everything else. Without top-of-funnel acquisition, nothing else could compound. From there I moved into paid search, and from day one my focus was always holistic: understanding how every channel works together, not in isolation.

I went on to build growth systems at some of the best agencies in DTC, including Common Thread Collective, where I managed brands scaling to $1.7M in ad spend in a single day, led growth teams of six people, and developed the forecasting and LTV:CAC frameworks that became the foundation of how I think about profitable growth today.

What I kept seeing brands get wrong: they believed there was some hacky account setup that would unlock profitability. There wasn't. What actually works is going back to first principles: creating awareness, generating desire, indoctrinating people into why this product changes their life, and systematizing the creative innovation that makes all of it compound over time. That's where Innovative Digital was born.

I've spent the past seven years working in direct response and ecommerce, managing over $300M in ad spend across brands from early-stage startups to those spending $2M+ per day on Meta.

Let's Talk

Yasmin Fernandes

Founder · Growth Operator · Innovative Digital

"We got results that exceeded our profit goals — and that came from the system Yasmin built, not just the ads she ran."

— Client, DTC Brand · [Add name when ready]

Our proprietary system

Introducing
The Innovation Engine.

After working with 300+ DTC brands across 15 verticals and managing over $600M in ad spend collectively, we've built a repeatable system for profitable growth. Not a collection of tactics. A fully integrated engine with five interlocking components, each one feeding the next.

The Innovation Engine runs on a 14-day innovation cycle. Every two weeks, it produces new creative, refines strategy, tests new angles, and compounds what's working. Clients don't just see results. They see the system producing them.

Proprietary System | The Innovation Engine™

See it in action

Yasmin Fernandes · Founder, Innovative Digital

Yasmin breaks down exactly how The Innovation Engine works: the five components, the 14-day cycle, and why the brands that run a system always outgrow the ones that don't.

Read the breakdown ↓

How the engine runs

Five components.
One compounding system.

Each component of The Innovation Engine is designed to feed the next. Strategy informs account structure. Account structure shapes creative briefs. Creative performance refines lifecycle targeting. Everything compounding on a 14-day cycle.

Growth Architecture

Weeks 1–2 of every partnership

Before a single ad goes live, we build the financial foundation. Cohort analysis. LTV:CAC ratios. Margin modeling. Monthly profit targets. Most agencies skip this entirely. We start here. A campaign without a financial model isn't a strategy, it's a guess.

Cohort forecastingReturning customer revenue modeled from historical cohort data

P&L modelingContribution margin, aMER, CAC payback targets set before spend begins

Monthly targetsRevenue, spend, and new customer acquisition benchmarks your whole team can see

Live profit dashboardTracks actual vs target in real time — always visible, never a surprise

Account Engineering

Ongoing — restructured in week one

Talking to a first-time visitor the same way you talk to a loyal customer is how you waste budget. We build separate strategies for every stage of audience warmth , with cold prospecting at 60–70% of spend, remarketing at 15–20%, and retention at 10–15%. Budgets allocated by intent, not blindly trusting the algorithm.

Cold prospectingPain-aware to solution-aware messaging for net-new audiences

RemarketingProduct-aware creative for audiences who've already shown intent

RetentionMost-aware messaging for your best customers — maximizing LTV

Meta + GoogleUnified strategy across both channels, not siloed buying

Creative Innovation

40 assets — delivered every month, bi-weekly

Creative is the single biggest lever in paid social. Not your budget. Not your bid strategy. In a world where attention spans are shrinking faster than ad budgets are growing, the brands that survive are the ones that continuously innovate on how they capture attention. Every two weeks, 20 new assets land in your account — scripted from live performance data, matched to specific awareness levels, designed to get ahead of fatigue before it hits. Hook rate, hold rate, and outbound CTR are the judges. No guessing. No recycling. A constant supply of creative the system produces, not scrambles to find.

10 UGC videos/cycleCreator-sourced, scripted from ad account data

10 edited variationsB-roll and iteration cuts on proven concepts

Scripted to awarenessEvery asset maps to pain, solution, product, or most-aware

14-day cycleNew creative, new angles, new hooks — every two weeks without fail

Lifecycle Optimization

Retention audience strategy — ongoing as paid acquisition scales

Acquiring customers is expensive. Maximizing what you earn from them is where the real profit lives. As the engine brings in new cold audiences, we map exactly what happens next: which retention audiences to build, what sequences to trigger, how often to reach them and with what message. Your ESP maximizes that strategy, squeezing more revenue out of every customer you've already paid to acquire. The brand that gets the most out of its LTV:CAC can afford to pay the most for customers. And the brand that can afford to pay the most wins the market. Lifecycle isn't an email question. It's a competitive advantage.

Profit Maximization

The operating rhythm that keeps the engine honest

Most agencies send a report. We run a rhythm. Every two weeks we run a creative deep-dive — what's performing, what's fatiguing, what angles we're building into the next cycle. Every month, a full business review reconciles actual performance against forecast and sets the next 30-day strategic direction. Every quarter, a deeper session maps cohort trends, new product funnels, and the lifecycle calendar for the period ahead. And when something shifts in the account — an opportunity or a problem — we don't wait for the next scheduled call. We respond. The live profit dashboard tracks aMER, CAC, and contribution margin in real time so nothing is ever a surprise.

Live profit dashboardaMER, CAC, contribution margin — visible, always current, never a surprise

Bi-weekly creative reviewWhat's running, what's coming, what the data is telling us to do next

Monthly business reviewActual vs forecast, lifecycle update, 30-day roadmap

Quarterly strategy sessionCohort analysis, forward planning, new funnel and offer opportunities

Three ways to work together

One system.
Three ways in.

Whether you need a full team, a strategic layer for the one you have, or direct access to sharper thinking, The Innovation Engine powers all three. The difference is where you are and how you want to work.

Full Partnership — The Complete Engine

We build and run
the entire machine.

Media buying, creative production, lifecycle strategy, and profit intelligence. Fully deployed and managed by our team. You get the system and the people to run it.

This is for you if

You're doing $1M–$10M and ready to stop running ads reactively. You don't have a dedicated growth team, or the one you have isn't producing a system, just tasks. You want one accountable partner for everything.

→Meta + Google media buying, fully managed

→40 creative assets per month delivered bi-weekly

→Creative strategy, scripts, and ad angle identification

→Lifecycle targeting roadmap — audiences, sequences, calendar

→Cohort forecasting and P&L modeling

→Live profit dashboard + weekly briefs + monthly reviews

Get Your Custom Growth Plan

Strategy Partnership — Amplify Your Team

You have creative.
We bring the system.

You already have a creative team or UGC production in place. What's missing is the strategic architecture: the profit model, the account structure, the direction that makes everything perform.

This is for you if

You're a $3M–$15M brand with an internal team or external creative partners that needs a sharper strategic layer. You're not looking to replace your team. You want to make them significantly more effective.

→Meta + Google media buying, fully managed

→Full creative strategy — ad angles, scripts, briefs for your team

→14-day innovation cycle direction — your team executes

→Lifecycle targeting roadmap

→Cohort forecasting and P&L modeling

→Live profit dashboard + weekly briefs + monthly reviews

Get Your Custom Growth Plan

Private Advisory — The Coaching Program

The Innovation Engine.
Applied to your team,
your accounts, your brand.

A high-touch ongoing coaching program for DTC founders and marketing leaders who have a team in place but want the strategic architecture, creative intelligence, and profit-first thinking of The Innovation Engine applied to their specific business, without handing over execution.

This is for you if

You're running an in-house growth team or managing your own accounts and you know the strategy could be sharper. You want ongoing oversight, not a one-time audit, from someone who can look at your accounts, your creative, and your P&L and tell you exactly what to change and why. You can bring your team onto calls. You get direct Slack access for the questions that can't wait. As you grow, the path to a full partnership is already there.

→2 × 60-min strategy sessions per month — bring your team

→Direct Slack access between sessions — no account manager in between

→Ongoing account and creative auditing — not a one-time review

→Custom growth roadmap built for your brand at onboarding

→Creative strategy and lifecycle targeting guidance each cycle

→Selective intake — limited spots accepted each quarter

Apply to Join

Applications are reviewed personally. If it's not the right fit, you'll hear that honestly.

Not sure which path fits?

Start with a Growth Plan.

Tell us about your brand, where you are, where you're trying to get to, and what's blocking you. We'll give you an honest read on which path makes the most sense and what a system built for your business would actually look like.

Get Your Growth Plan

Most brands have
a positive ROAS. Few have
a profit system that compounds.

You're not losing
to competitors.
You're losing to a system gap.

I didn't start in ads.
I started in the fundamentals.

Introducing
The Innovation Engine.

Five components.
One compounding system.

The numbers that matter.

One system.
Three ways in.

Most brands scale spend.
The ones that win
scale systems.

Most brands havea positive ROAS. Few havea profit system that compounds.

You're not losingto competitors.You're losing to a system gap.

I didn't start in ads.I started in the fundamentals.

Introducing The Innovation Engine.

Five components.One compounding system.

The numbers that matter.

One system.Three ways in.

Most brands scale spend.The ones that winscale systems.

Most brands have
a positive ROAS. Few have
a profit system that compounds.

You're not losing
to competitors.
You're losing to a system gap.

I didn't start in ads.
I started in the fundamentals.

Introducing
The Innovation Engine.

Five components.
One compounding system.

One system.
Three ways in.

Most brands scale spend.
The ones that win
scale systems.