Full-funnel marketing architecture powered by data, driven by creative vision. Six years of buying, trafficking and rescuing campaigns across search, social, programmatic and retail media.
Most accounts do not fail on strategy. They fail on setup, taxonomy, pacing and the handoff between platforms. That is the work.
Line item architecture, audience layering, deal ID management, frequency control and pacing that does not blow the flight in week one. Built for brands that need reach without waste.
Amazon DSP and Sponsored Ads, plus Walmart, Target, Kroger and Albertsons. Where shopper data meets the buy.
Google Ads and Meta built around one question: what does the next rupee of spend actually return?
Landing pages, tracking, conversion plumbing and the site itself. A clean buy pointed at a broken page is still a broken campaign, so I fix both ends.
Analytics without imagination produces safe, forgettable media. Imagination without analytics burns the budget. Three rules hold both together.
Naming conventions, UTM structure and line item hierarchy get locked before a single impression serves. Reporting you can trust six months later is decided in the first hour, not the last one.
Most wasted budget comes from front-loaded delivery and panic optimisation. I set pacing guardrails against the full flight, then let the algorithm work long enough to be measured honestly.
Formats, hooks and placements get isolated the same way audiences do. When creative is treated as a media variable rather than a deliverable, the funnel stops leaking at the top.
Account strategy for a large US food manufacturer running Walmart Connect, Target Roundel, Kroger Precision Marketing and Albertsons Media Collective in parallel. Rebuilt campaign taxonomy across networks so performance was finally comparable, and led a seven-person execution team through peak season.
Campaign management for a global travel publisher: a flag-carrier airline and a national tourism board. Translated signed insertion orders into live delivery across DV360, Meta, in-app placements, push and email, and kept pacing and creative rotation on schedule across time zones.
Started in the least glamorous seat in programmatic: ad trafficking. Built and QA'd hundreds of Amazon DSP and Sponsored Ads campaigns, plus 100+ affiliate search campaigns, where a single mis-set audience or budget cap costs a client real money.
Designed and shipped a WordPress site for an early-stage advertising agency, then handed over an editing setup they can run without paying a developer every month. The brief was a website; the real deliverable was independence.
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