Hi, I'm Rachel McCallion—a paid ads specialist based in Vancouver, BC, and I help founders take ads off their plate so growth stops feeling like a rollercoaster.
Originally from Scotland, I've spent my career in marketing roles at Celtic Football Club, Scottish Enterprise (Brand Scotland), Blackad Ltd, After Digital Ltd, and Girlboss, most recently as Marketing Specialist at Ballet BC. In 2026 I went full-time freelance, now working directly with founders and as a white-label partner for agencies.
I love following the data to understand exactly which campaigns worked, and why. What's making your followers stop scrolling? What's actually driving them to convert? I'm here to figure out what makes your customers tick and turn that into growth you can see in the numbers, not just guess at.
Got a question? Fill out the form below—I'd love to hear from you.
Coop Live—a brand new arena in Manchester, UK—approached After Digital to build out their email list ahead of their first artist announcement (using paid Facebook and Instagram ads). With an aim of 1000 subscribers with the initial budget, the team's strategy quickly surpassed this milestone and we were given more budget. At the end of the campaign, myself and the team had generated a massive 9,682 subscribers with an average CPL of just £0.75.
Girlboss’ North Star? Obtaining and retaining subscribers. Working with a limited budget we achieved an average CPL (cost per lead) of just $1.13 for Q2. What’s more, with some clever tweaks to Girlboss’ email strategy, we cut unsubscribes by 50% from Q1 to Q2.
Average CPL of just
for Girlboss for Q2.
Average Pinterest ROAS
for Pagazzi Lighting
Working with Pagazzi Lighting was a brilliant opportunity to implement paid media, not just on Facebook and Instagram but on Pinterest—a platform that was extremely successful for the homeware brand. Over my time working with them, our team achieved an average Pinterest ROAS of 3.7, and an average Facebook ROAS of 2.55—alongside a YoY traffic increase of 1,512% on this platform.
