Paid · Lifecycle · Integrated campaigns
Make every channel earn its place in the journey.
I plan campaigns around customer demand and commercial value, then connect brand-building, acquisition and conversion into one performance conversation.
to outcome
Portfolio optimisation delivered $11m incremental revenue.
Context
A multi-market media portfolio needed to deliver near-term commercial return while balancing demand creation with demand capture.
What I owned
Directed full-funnel investment strategy, channel priorities, market allocation, performance cadence and agency delivery.
Strategy & execution
Aligned spend to customer demand, commercial forecasts and profitability. Worked across brand and performance activity instead of treating each channel as a separate plan. Rebalanced portfolio investment and optimisation across upper-funnel YouTube, CTV and audio, plus paid search, paid social, display, programmatic and affiliates. Partnered with SEO, CRM, creative and digital experience teams.
Result
Delivered $11m incremental revenue across seven EU markets; Demand Capture ROAS increased 46%, CPA fell 46%, and media-attributed revenue grew 45% year to date.
Different jobs. One growth plan.
Create demand
YouTube · CTV · AudioBuild consideration and reach future customers.
Capture intent
Paid Search · AffiliatesConvert active demand with commercial discipline.
Connect the journey
Paid Social · Display · CRMReinforce the proposition and support return visits.
Improve conversion
SEO · Creative · Digital ExperienceMake the next step clearer and remove friction.
Next conversation
Let’s talk about the growth problem you need to solve.
Strategy, execution and commercial accountability — in the same conversation.