About me · Performance Marketing
How I work
Understand before you optimise
When I started working in marketing, I thought doing my job well meant executing well. If a campaign worked and the results were good, I felt I was doing my job well. Over time, I realised that was only part of it.
Campaigns don’t work in isolation.
Behind every result are decisions, people, processes and objectives. I began to look at what the business needed, what problem we were trying to solve, and how the product, the customer, the sales process and the work of other teams fitted together. Understanding that context helps me develop an acquisition strategy that makes business sense.
Test, measure and learn
I still enjoy analysing campaigns and looking for ways to improve them. I’m interested in understanding what is working, experimenting and learning from the results so I can make decisions with a broader perspective than campaign execution alone.
That evolution has expanded my work in Performance Marketing to include strategy, data, experimentation and growth.
AI to work more effectively
In recent years, AI has become a regular part of how I work. I use it to research, organise information, structure ideas and automate repetitive tasks, giving me more time to analyse, think and make considered decisions.
AI doesn’t replace judgement; it helps me work with greater speed, focus and clarity.
A way of thinking about marketing
Looking back, I think my biggest shift hasn’t been learning new tools or channels. It has been changing the way I think about marketing.
Today, I don’t think only about campaigns. I think about how each decision can help a business grow.