I help businesses connect paid media, positioning, landing pages, tracking, and reporting into one acquisition system. The goal is not more activity. It is clearer decisions, better-quality demand, and growth the business can actually interpret.
Selected historical client results. Outcomes vary by offer, market, budget, data quality, and execution.
When performance declines, it is tempting to blame the algorithm, the creative, or the media buyer. Sometimes that is correct. More often the campaign is only where a problem further upstream becomes visible. It is usually one of the following.
I work across the complete acquisition system, which means I can zoom into campaign structure and conversion data, then zoom out to the message, the customer journey, the sales process, and the business objective. The goal is not to optimise a dashboard in isolation. It is to improve the commercial system the dashboard represents.
The campaigns themselves, and the decision about where the budget goes.
The part that tells you whether any of it is working.
What the traffic lands on, and whether it does anything there.
What the campaign says, and what it looks like.
A newer strand of the work, aimed at large companies. I help teams decide where AI is worth implementing, run the project, and measure what changes as a result.
This practice opens to a first small group of companies later this year. Leave your name and email and you get one message when it does: what it covers, and how to take a slot. Nothing else, no newsletter.
Join the waiting list→I have spent seven years, since 2019, in marketing: paid media and analytics across Meta, Google and LinkedIn, and the marketing and dissemination of results for EU Commission-funded research projects worth €7–15M each (SSHOC, FAIRsFAIR, DICE). I lead the strategy and the data. For projects that need more hands, I work with a small group of specialists I have collaborated with for years, covering copy, photography, design, and technical build. You deal with one person; the right people get pulled in when the work calls for them.
Clarify the commercial objective, current system, and quality of available data.
Identify the few changes most likely to improve performance.
Create or coordinate the campaigns, messaging, and tracking required.
Separate signal from noise and connect marketing metrics to business outcomes.
Scale what is working, challenge assumptions, and document what the organisation is learning.
The default reaction is to narrow targeting. I also examine the promise being made in the ad, since a mismatch between what’s promised and what’s sold creates the wrong expectation before a lead ever reaches sales.
A visitor clicks because the ad is relevant, then leaves because the page is generic, slow, or unclear. I map the questions in the visitor’s mind and make sure the page answers them in the right order.
A monthly report can list forty metrics and still provide no direction. I restructure reporting around decisions: what changed, why, what we’ll test next.
When every channel is a priority, resources fragment. I identify the strongest segment, the clearest offer, and the minimum set of channels needed to learn.
I communicate directly, document decisions, and explain the reasoning behind recommendations. I am comfortable operating hands-on or coordinating the wider system, depending on the team. I do not hide uncertainty behind jargon, and I do not recommend activity simply to make a retainer look busy.
Bring me the real problem, including the messy parts.
Tell me what you sell, what you have tried, what the numbers currently show, and where the business feels stuck. I will tell you whether I see a useful way to help.