Growth strategy & planning
Market research, positioning, go-to-market planning, budgets and acquisition economics.
Market & competitor analysis · Customer journeys · Forecasting
EXPERTISE / DIGITAL MARKETING & GROWTH
The full journey.
A clear direction.
Strategy, acquisition, search, creative, conversion and data work best when they are designed around the same customer and commercial goal.
Areas of expertise.
Performance marketing & paid media
Paid acquisition across Google, Meta, TikTok, LinkedIn and Microsoft Advertising, with creative testing and lead quality in view.
Search & Shopping · Paid social · Retargeting · CAC & ROAS
SEO & search strategy
Technical, on-page, local and international SEO built around search intent and useful content.
Content architecture · Internal links · Schema · AEO & GEO
Analytics & attribution
Reliable measurement from the first interaction through conversion and CRM outcomes.
GA4 · GTM · Conversion APIs · Offline conversions · Dashboards
AI marketing & automation
Research, analysis and connected workflows that help teams spend less time on repetitive tasks.
AI research · Lead routing · CRM workflows · Reporting
Conversion & e-commerce
A closer look at what happens after the click: offers, landing pages, checkout and the path to a useful enquiry.
CRO · A/B testing · Shopify · Lifecycle marketing
Marketing operations & leadership
Connect strategy with execution through clear ownership, team direction and practical processes.
Sales alignment · Agency coordination · Performance reviews
Creative & content strategy
Build campaigns around a clear audience need, a strong idea and a consistent experience.
Creative briefs · Message testing · Content planning
THE CONNECTED GROWTH PROCESS
Marketing should
work as a system.
A stronger campaign cannot compensate for a broken journey. Explore the eight connected stages I use to move from understanding the business to scaling what works.
UNDERSTAND
Start with the business, before the channel.
Review the offer, customers, market, margins, sales cycle and existing data. A useful strategy needs a clear picture of what the business can deliver and who values it.
WHAT THIS PRODUCES
A shared growth brief and a map of the customer journey.
THE QUESTION TO ANSWER
Which customers and outcomes matter most?
DIAGNOSE
Find where momentum is being lost.
Look across demand, campaigns, landing pages, tracking and sales follow-up. Separate an acquisition problem from a conversion, measurement or operational problem.
WHAT THIS PRODUCES
A prioritised view of the main constraints.
THE QUESTION TO ANSWER
What is stopping the next useful customer action?
PRIORITISE
Choose the next move with a reason.
Weigh opportunities against likely impact, available evidence, effort and team capacity. Turn a long wish list into a focused plan with clear ownership.
WHAT THIS PRODUCES
A practical roadmap and an agreed sequence of work.
THE QUESTION TO ANSWER
What should happen first, and why?
BUILD
Connect the moving parts.
Align the message, channel, destination and measurement. Establish tracking definitions and make sure leads or customers reach the right next step.
WHAT THIS PRODUCES
Campaigns, content, conversion paths and measurement that work together.
THE QUESTION TO ANSWER
Can the journey carry the promise made in the campaign?
MEASURE
Make the information decision-ready.
Review channel signals alongside lead quality, acquisition cost, revenue and retention where the data supports it. Clarify gaps before drawing conclusions.
WHAT THIS PRODUCES
A view of performance tied to the business model.
THE QUESTION TO ANSWER
What does this result tell us to change?
EXPERIMENT
Learn from a clear hypothesis.
Test meaningful differences in the message, creative, offer or destination. Agree what would count as useful evidence before judging the result.
WHAT THIS PRODUCES
A documented learning and a decision to continue, change or stop.
THE QUESTION TO ANSWER
Which uncertainty is worth resolving next?
AUTOMATE
Improve a process that already makes sense.
Connect repetitive steps such as routing, notifications and reporting. Define exception handling and ownership so automation supports a reliable customer experience.
WHAT THIS PRODUCES
A repeatable workflow with human review where it matters.
THE QUESTION TO ANSWER
Which handoff can become faster and more reliable?
SCALE
Expand what the economics can support.
Increase investment where customer quality, conversion, delivery capacity and acquisition economics support the decision. Keep feedback loops active as conditions change.
WHAT THIS PRODUCES
A measured expansion plan with review points.
THE QUESTION TO ANSWER
Can we grow this without weakening the customer experience?
ANALYTICS & ACCOUNTABILITYMEASURE WHAT CHANGES THE DECISION
Beyond the click.
Closer to the business.
Clicks, impressions and CTR offer useful context. Depending on the business model, I connect those signals to acquisition cost, lead quality, revenue and long-term customer value.
Acquisition economics
Customer acquisition cost · Cost per qualified lead · Conversion rate · Payback period
Pipeline & lead quality
Marketing-qualified to sales-qualified lead rate · Pipeline value · Lead velocity
Revenue & retention
ROAS · Marketing efficiency ratio · Revenue · Lifetime value · Retention
Search & discoverability
Organic visibility · Search share · Relevant landing-page engagement · Conversion contribution
HAVE A GROWTH CHALLENGE WORTH SOLVING?