Growth Marketing
& Paid Media Expert

PROBLEM

Global paid media investment spread across multiple regions, channels and business segments, with budget decisions needing to connect to pipeline and revenue rather than platform-level efficiency.

APPROACH

A commercial, data-driven approach to investment allocation, cross-channel strategy and performance optimisation based on business outcomes.

WHAT I DID

• Owned global paid digital strategy across paid social, paid search, programmatic and content syndication.
• Managed and optimised a $20M+ budget across segments and regions including EMEA, North America and APJ.
• Monitored daily campaign operations and reallocated budget across channels and markets in response to live performance data.

OUTCOME

Lifted ROAS by 54%, improved Lead-to-MQL conversion rate by 141% and reduced cost per acquisition by 35%.

PROBLEM

Marketing activity measured against platform metrics rather than downstream business outcomes, making it difficult to defend investment decisions or identify where budget drives the strongest results.

APPROACH

Full-funnel attribution and structured experimentation designed to produce reusable learning, not just winning variations.

WHAT I DID

• Partnered with data science and marketing operations on measurement frameworks and attribution models that tie channel spend through to pipeline and revenue.
• Designed experimentation frameworks with hypotheses, predicted outcomes and documented learnings.
• Redesigned the post-conversion funnel to improve lead quality and routing before sales handoff.
• Built structured testing and attribution frameworks across multi-channel demand generation programs.

OUTCOME

141% improvement in Lead-to-MQL conversion rate and 35% reduction in cost-per-MQL through audience optimisation, targeting refinement, vendor consolidation and funnel redesign.

PROBLEM

Test-planning admin consumed one to two hours per test, and experiments were tracked across disconnected documents, making it difficult to keep the roadmap visible, sequenced and free of duplication.

APPROACH

Built an AI workflow that handles the administrative burden of experiment planning, keeping the testing roadmap synced across the team so experiments stay visible, sequenced and free of duplication.

WHAT I DID

• Designed and built an AI workflow that automates test-planning documentation and syncs the testing roadmap across the team.
• Standardised experiment briefs so every test has a hypothesis, predicted outcome and documented learning in a shared format.
• Eliminated duplicate or overlapping experiments by keeping the roadmap visible and sequenced across the team.
• Compressed repetitive admin, freeing up time for strategy, analysis and decision-making.

OUTCOME

Cut test-planning admin from one to two hours per test to 10 to 20 minutes, an 80 to 90% reduction.