AI & AUTOMATION / PRACTICAL BY DESIGN
Smarter workflows.
Connected decisions.
I use AI for research, analysis and creative exploration, and automation to make the next action happen. The goal is a more reliable marketing operation, with people responsible for the decisions.
From campaign to conversation.
STEP 01 / CUSTOMER ACQUISITION
Capture.
Collect the details that help the next conversation, preserve campaign context and check for duplicate or incomplete records.
Forms, landing pages and CRM integration
STEP 02 / CUSTOMER ACQUISITION
Qualify & route.
Apply agreed qualification criteria, assign responsibility and notify the right person. Keep exceptions visible so good enquiries do not disappear between systems.
Lead scoring, CRM routing and sales alerts
STEP 03 / CUSTOMER ACQUISITION
Nurture.
Use the customer’s stage and interests to guide useful communication. Stop or change sequences when the conversation moves forward.
Lifecycle stages and email workflows
STEP 04 / CUSTOMER ACQUISITION
Learn.
Bring qualified lead and sales feedback into performance reviews. Improve the source, message or journey using business outcomes alongside channel metrics.
CRM feedback, conversion events and reporting
From scattered signals to a decision.
STEP 01 / MARKETING INTELLIGENCE
Connect.
Bring advertising, search, website and CRM information together around shared definitions. Identify gaps instead of treating every number as equally reliable.
APIs, connectors and agreed event definitions
STEP 02 / MARKETING INTELLIGENCE
Organise.
Structure the information around the questions the team needs to answer. Keep source, date, limitations and ownership visible.
Reporting layers and useful dashboards
STEP 03 / MARKETING INTELLIGENCE
Analyse.
Use AI to summarise information, compare patterns and suggest questions. Check the underlying data before accepting an explanation.
AI-assisted research and analysis with human review
STEP 04 / MARKETING INTELLIGENCE
Act.
Assign an action, owner and review point. Feed the outcome back into the process so reporting leads to a decision rather than another file.
Alerts, collaboration and performance reviews
Useful automation has clear ownership, sensible access to data and a plan for exceptions. AI-assisted outputs are reviewed before they inform customer communication or a business decision.
The right stack.
For the right problem.
My marketing technology experience spans acquisition, search intelligence, analytics, AI, automation, CRM and commerce. Platform selection starts with what the business needs to accomplish.
01 / Acquisition
Google Ads · Meta Ads Manager · Microsoft Advertising · TikTok Ads Manager · LinkedIn Campaign Manager · YouTube advertising · Google Merchant Center
02 / Search & SEO intelligence
Google Search Console · Semrush · Ahrefs · Screaming Frog · Google Trends · Keyword Planner · PageSpeed Insights · Schema and technical SEO tools
03 / Analytics & behaviour
Google Analytics 4 · Google Tag Manager · Looker Studio · Microsoft Clarity · Hotjar · Conversion APIs · Event tracking
04 / AI & research
ChatGPT · Claude · Gemini · Perplexity · NotebookLM · AI APIs · Research systems · AI agents and intelligent workflows
05 / Automation & integrations
n8n · Make · Zapier · APIs · Webhooks · Trigger-based workflows · Cross-platform data synchronisation
06 / CRM & lifecycle
HubSpot · Salesforce · GoHighLevel · Klaviyo · ActiveCampaign · Mailchimp · Lead routing and lifecycle workflows
07 / E-commerce
Shopify · WooCommerce · Google Merchant Center · Meta Catalog · Product feeds · E-commerce analytics and tracking
HAVE A GROWTH CHALLENGE WORTH SOLVING?