Method is
the message.
“I’ve never believed in campaign launches as events. I believe in systems that compound — where every iteration makes the next one smarter.”
Diagnose before
you prescribe.
Every engagement starts with listening and looking — not pitching. I audit existing data, map the customer journey, study the competitive landscape, and identify what’s actually happening before forming a single recommendation. In my experience, the real problem is rarely the stated problem. Senior clients don’t need someone who moves fast; they need someone who moves right.
Build systems,
not campaigns.
A campaign is a moment. A system is a compounding asset. I design marketing infrastructure — automation workflows, bidding frameworks, content pipelines, reporting dashboards — that continue generating value long after the initial build. The goal is always to make the next decision easier and better than the last one.
Measure everything.
Obsess over less.
Eleven years of data taught me that most dashboards measure activity, not outcomes. I design attribution frameworks that connect marketing investment to actual business results — not just clicks and impressions. Then I identify the two or three metrics that actually predict success and orient the whole strategy around moving those.
AI amplifies.
Humans decide.
I’m a practitioner, not an evangelist. AI is the most powerful amplifier I’ve worked with in eleven years — it can generate, analyse, connect, and surface patterns at speed no human team can match. But the judgment about what matters, what’s true to the brand, and what serves the customer — that’s still a human responsibility. I use AI to make that judgment sharper, not to replace it.
Eleven years
of deliberate craft.
Not a generalist who dabbles. Not a specialist who can’t see beyond their lane. I’ve gone deep in every area I work in — because practitioners at a senior level can tell the difference between someone who’s read about a discipline and someone who’s lived it.