About
Performance marketing is a systems problem before it's a creative one.
Background
I'm a digital marketing manager focused on performance marketing and growth. Over roughly eight years I've worked across paid media, lead generation and conversion, mostly for businesses where marketing has to justify its own cost — real estate, e-commerce, healthcare and dental and aesthetic clinics, automotive, and a range of service businesses.
My work sits between strategy and delivery. That means building campaign architecture across Google, Meta, TikTok and LinkedIn, writing the creative briefs and running the tests, then building the parts that are usually skipped: conversion tracking that reports something meaningful, landing pages that don't leak intent, and lead routing that gets an enquiry in front of someone who can answer it.
I care more about the measurement layer than most people doing this job. A campaign without reliable conversion tracking isn't a campaign, it's a budget. A large share of the value I add is fixing what the numbers actually mean before deciding what to change.
I work with clients directly. There's no account layer between you and the person doing the work.
“I do more than launch advertising campaigns. I work on the systems behind them: acquisition, tracking, lead quality, conversion journeys, and measurable business growth.”
Capabilities
What I work with
- Google Ads
- Meta Ads (Facebook and Instagram)
- TikTok advertising
- LinkedIn advertising
- Lead generation and acquisition strategy
- Paid media optimisation and budget allocation
- Creative strategy and ad testing
- Landing pages and conversion optimisation
- Conversion tracking and marketing analytics
- Lead routing, CRM processes and lead qualification
- WhatsApp-based enquiry journeys
- Marketing automation and reporting
Working approach
How an engagement runs
Understand the commercial objective
Start with what the business actually needs — qualified enquiries, booked appointments, revenue per channel — not with a channel or a tactic.
Audit marketing and the conversion journey
Review accounts, tracking, landing pages and enquiry handling to find where intent is being lost before changing anything.
Develop the acquisition and measurement strategy
Define audiences, offers, channel mix and budget allocation together with the events that will show whether the plan is working.
Implement and test
Build campaigns, creative and conversion paths, then test systematically — one clear variable at a time, with enough volume to read the result.
Analyse and optimise
Work from lead quality and cost per qualified enquiry rather than platform-reported conversions, and reallocate budget accordingly.
Improve enquiry-to-opportunity
Tighten follow-up, routing and qualification so more of the demand you already paid for converts into real conversations.
Credentials & development
Published only when verified
Not yet published
No certifications, education history or former employers are listed on this site yet. That information is deliberately held back rather than approximated. If you need it for a proposal, ask directly and I’ll provide what’s relevant.Next step
Want to talk through a specific problem?
Bring the situation as it is — an account that isn't performing, tracking you don't trust, or leads that arrive and go nowhere.