Data-led acquisition across paid and offline channels
Performance marketing underpins scalable growth. I manage cross-channel systems across Meta, Google Ads, Bing, display, retargeting and offline media, focusing on efficiency, creative iteration and attribution clarity. Using tools like GA4, Appsflyer, Meta Ads Manager and Google Display Network, I optimise full-funnel journeys for maximum commercial impact. Offline channels — TV, radio, print and PR — become powerful multipliers when paired with digital tracking and conversion frameworks.
Full-funnel paid media strategy and optimisation frameworks
I build performance systems rooted in structured testing — creative, audiences, landing pages and bidding strategies. Whether scaling a property marketplace, franchise network or SaaS product, the principle remains the same: reduce CAC, increase quality and align growth with revenue. Meta, Google Search and Google Display remain the foundation, supported by Bing and niche PPC opportunities.
Creative experimentation and rapid iteration cycles
Performance success relies on speed — launching concepts, testing variations and iterating based on evidence. I use AI tools (ChatGPT, Midjourney) alongside creative fundamentals to accelerate volume without sacrificing quality. This approach produced rapid efficiency gains at Pass the Keys, Focal Agent and Homesty.
Offline media planning — TV, radio, print and newspapers
Offline channels become powerful when integrated with digital performance and attribution. At Arun Estates, I led a £1.4m TV strategy featuring Joanna Lumley, leveraging Sky AdSmart and ITV to reduce media costs by 60% while boosting valuation leads. The same structure applies across radio, print and regional media.
PR activation, awareness and social proof engines
PR accelerates trust, especially in property, finance and travel. I build PR outreach systems that ensure consistent brand presence while supporting SEO, trust signals and consumer confidence. This includes journalist outreach, expert commentary and proactive storytelling.
Attribution clarity through analytics and cross-channel measurement
Using GA4, Appsflyer, HubSpot and platform-native insights, I bring transparency to attribution. This guides budget allocation, identifies channel strength and highlights hidden inefficiencies. It enables executive teams to make investment decisions quickly and confidently.