Performance marketing specialist with years of experience managing six-figure monthly media budgets across PPC, paid social, CRO and lead generation. I own the full acquisition lifecycle: strategy, tracking infrastructure, creative, conversion optimisation and the commercial reporting that ties it all together.
Equal parts strategist, technician and creative. I run campaigns, build the tracking that powers them, and stay close enough to the post-click experience to make sure the traffic actually converts.
I run high-spend campaigns across Google Ads, Microsoft Ads, and Meta for major brands and suppliers, from global names like Aston Martin F1, FIFA, UEFA, Formula E, Corona and Budweiser, to UK energy, broadband and mobile providers including British Gas, Scottish Power, Sky, Virgin Media and Three. I own the full acquisition lifecycle, covering keyword strategy, audience targeting, bid management, creative testing and post-click conversion optimisation.
Most performance marketers stop at the ad. I don't. I've built the tracking and data infrastructure that makes performance marketing actually work at scale: GA4, GTM, server-side tagging, Enhanced Conversions, Consent Mode v2, offline conversion imports, CRM integration via LeadByte, and Looker Studio reporting. It's what lets Smart Bidding actually perform and gives leadership numbers they can trust.
A genuine background in ecommerce, web design and UX means I treat what happens after the click as seriously as the campaign itself. Hands-on Shopify and WordPress experience across brands like Hush Puppies, Crocs, Skechers and Merrell, plus years of UX, landing page and form journey optimisation across utilities, energy and lead-gen verticals.
I move easily between detailed account work and senior-level strategy. Just as happy digging through search term reports and restructuring accounts as I am presenting performance strategy to leadership, negotiating CPA models with commercial partners, or mentoring junior media executives.
Each one connected. All built around a single goal: more efficient acquisition, better data, and more conversions from the traffic you're already paying for.
A role-by-role look at the work, the brands and the results. Spanning performance marketing, ecommerce, creative and global sports campaigns. Full case studies available on request.
Performance Lead for a UK energy and utilities comparison platform. Full ownership of PPC, CRO and affiliate growth across energy, mobile and broadband products. Currently moving tracking from client-side GTM to a server-side, offline-imported, Enhanced Conversions stack.
Led digital acquisition for a high-volume lead generation business, managing large media budgets across Google, Microsoft and Meta Ads. Generated leads for suppliers including British Gas, Scottish Power, Sky, Virgin Media and Three, with full ownership of tracking and reporting.
Delivered paid search, paid social, SEO, tracking and reporting across a portfolio of hotel chains and hospitality brands. Drove direct bookings and brand visibility through Google Ads, Meta Ads and organic search, backed by full GA4 and Looker Studio reporting.
18 months across a global sports and events marketing agency, working with internationally recognised brands including Aston Martin F1, FIFA, UEFA, Formula E, Corona and Budweiser. Web builds, campaign assets, creative content and brand-led social.
Built websites, ecommerce and digital marketing assets for in-house brands and high-profile partner campaigns including Formula One, Aston Martin, Elle Sport, Isle of Man TT, Corona and Budweiser. WordPress and Shopify builds plus web, graphic and social content.
Shopify website optimisation and CRO across a portfolio of global footwear brands including Hush Puppies, Crocs, Skechers, Merrell, Cat Footwear and Muck Boots. Improved conversion rates, average order value and ecommerce performance through UX and product page work.
Founded and run an independent consultancy alongside full-time work, providing digital marketing, web design, ecommerce and brand services to small businesses and startups. Shopify and WordPress builds, paid media management, social strategy and brand identity.
A quick model of what tighter performance marketing could mean for your numbers. Adjust the inputs and see the impact. Indicative only, real results depend on the work.
Brings the rare combination of paid media strategy, technical tracking ability and commercial thinking. The kind of marketer who fixes the foundations before scaling the spend.
An audit-first approach. I look before I touch. I find the leaks before I scale the spend. And I build the reporting that proves what's working before anyone has to ask.
Full audit of paid accounts, tracking setup, conversion flows and reporting. Identify the leaks, the wasted spend and the unclaimed wins.
Get GA4, GTM, server-side tagging, Enhanced Conversions and Looker Studio working properly. Without this, nothing else matters.
Restructure accounts, refine audiences, test creative, and let Smart Bidding actually do its job once the data layer is clean.
Custom Looker Studio dashboards built around CPL, CVR, ROAS and supplier performance. Decisions get made with real visibility.
Most underperforming accounts I take on, whether they're lead gen or ecommerce, don't have a creative problem or a bidding problem. They have a measurement problem. The platform is optimising towards the wrong signal, the conversion data is incomplete, and every decision after that is based on figures that aren't accurate.
So I fix the tracking first. Server-side tagging, Enhanced Conversions, offline imports for lead-gen, purchase and value tracking for ecommerce, a data layer that fires reliably. Once the bidding is being trained on accurate, complete data, it starts pulling its weight. Only then is it worth scaling spend.
The other half of the job is commercial. A strong CPA means very little if the leads don't close, and a strong ROAS means very little if AOV is propped up by discounting or the customer never comes back. I focus on the numbers that matter to the business, not just the ones reported in the ad platform. That's the difference between managing budget and actually driving growth.
Short writing on what's actually worked, what hasn't, and the parts of performance marketing the platforms don't tell you about. Subscribe for the next one.
Most "Smart Bidding doesn't work" stories are really tracking stories. A walkthrough of the five things to check before blaming the algorithm.
Coming soon →Why server-side isn't optional any more, and the cheapest production setup I've found for a UK lead-gen business.
Coming soon →Before you A/B test the hero, fix the form. A frame for spotting the 20% of changes that drive 80% of the lift.
Coming soon →Three clear ways to bring me in - depending on whether you need a quick read on your account, ongoing senior firepower, or a full-stack lead taking ownership of growth.
A no-fluff diagnostic of your paid accounts, tracking and conversion path. You get a written report with the wins, the wastage, and a 90-day plan you can execute with or without me.
Senior-level performance lead embedded in your team for 2–4 days a week. I run the channels, own the tracking, mentor the in-house team and report directly to leadership. No agency margin.
One-off builds: a server-side tracking migration, a Shopify CRO sprint, a Looker Studio dashboard suite, a paid-launch playbook. Fixed scope, fixed fee, end-to-end delivery.
Also open to full-time and contract opportunities. Same email, same Calendly.
Years across performance marketing, lead generation, ecommerce and global brand work. From major UK utility suppliers to Formula 1 and FIFA.
Lead performance strategy across PPC, conversion rate optimisation and affiliate growth for a UK energy and utilities comparison platform.
Led digital acquisition for a high-volume lead generation business, managing large media budgets across Google Ads, Microsoft Ads and Meta. Generated leads for British Gas, Scottish Power, Sky, Virgin Media and Three.
Joined Lead 365 building expertise in high-volume lead generation across energy, broadband and mobile. Promoted to Digital Marketing Manager.
Delivered paid search, paid social, SEO and tracking across a portfolio of hotel chains and hospitality brands, driving bookings and visibility across the sector.
End-to-end creative and digital marketing support across Platform's internal brands and partner projects spanning sports, lifestyle and consumer verticals.
Short-term contract within a sports and events marketing agency, supporting campaigns for global brands across Formula One, football, athletics, golf and rugby.
18 months at a global sports & events marketing agency, delivering website design, digital marketing, graphic production and social content across major international brands.
Independent freelance consultancy running alongside full-time employment, covering digital marketing, web design, ecommerce and brand for small businesses and startups.
Ecommerce website optimisation, Shopify development and marketing campaign delivery across a portfolio of globally recognised footwear brands.
A First Class Honours degree in Digital Media and Web Technologies, plus ongoing certifications across the platforms that matter.
Front-end development, UX principles, digital design, CMS, multimedia production and digital project management. Dissertation focused on conversion-driven UX design, directly applicable to CRO and landing page optimisation work.
★ Brands & clients worked with ★
Quick answers to the things people ask before getting in touch. If anything else, just drop me an email.
What I'm reading, listening to and learning from this month. Updated as the queue moves.
Freelance, contract, or full-time. If you're looking for a performance marketer who actually understands tracking, conversion and the commercial layer, get in touch.