Performance strategy, analytics, and commercial design for organisations ready to grow differently.
Turning data into decisions. I evaluate performance, interpret results, and translate what the data shows into what you should actually do next — not just what happened.
Building the measurement frameworks and effectiveness methodologies that show what's actually working — and why. Connecting channel performance to real business outcomes.
The structures underneath the strategy. Partnership design, commercial frameworks, go-to-market models, and the operating rhythms that make things scalable.
For organisations building something new — a commercial function, a market entry, a team. I've done it from scratch, across agencies, platforms, and markets.
Creating clarity in direction, turning strategy into an executional plan people can actually follow, and bringing teams together toward a shared vision.
Over twenty years in digital marketing and ad tech — agency roots at Mindshare and Mediacom, then global leadership roles at Google, Microsoft, and The Trade Desk, with hands-on experience across NA, EMEA, and APAC. The kind of regional nuance that only comes from actually building things in markets, not directing them remotely.
That combination — analytical rigour and commercial strategy, agency perspective and platform experience, senior leadership and hands-on delivery — is rare. It's what I bring to independent work.
But I'm under no illusion that there's a framework for everything. People make things happen, and culture eats strategy for breakfast.