Performance marketing with equal focus on strategy, psychology and numbers.
I work across the full advertising journey — understanding what makes an audience act, building the right campaign structure, tracking behaviour and turning performance data into the next decision.
I don’t see paid media as “launch an ad and wait.”
My approach connects ad copy, customer psychology, creative direction, targeting, retargeting, analytics, tracking and optimisation. That means looking beyond surface metrics and asking whether the campaign is creating the business outcome it was built for.
I have managed more than $456K in advertising spend across Google, Meta and TikTok, with experience supporting restaurants, education and service-led businesses.
From business problem to performance system.
Understand the business
Offer, audience, economics, current challenges and what success actually means.
Build the message
Hooks, ad copy, creative angles and customer psychology aligned with intent.
Structure & track
Campaign architecture, targeting, remarketing, GTM, GA4, pixels and UTMs.
Optimise & scale
Read the data, find anomalies, cut waste and move budget toward what works.