23 years in digital marketing
Senior paid media management, without the agency layers.
I personally manage paid media for established e-commerce businesses, and for B2B companies that sell both online and through a sales team. Strategy and execution, on Google, Microsoft, Meta and LinkedIn, and on other channels where they fit.
The person you hire is the person in your account.
Discuss your paid media programStrategy and management
The platforms that carry the spend, managed properly.
The strategy comes first: which channels deserve budget, what each one is accountable for, and what to stop spending on. The platform work follows from that decision rather than the other way around.
Search, Shopping and Performance Max
Account structure and bidding built around margin, not click volume.
Run as its own channel
Its own structure, bids and audiences rather than a copy of Google. Lower competition, and usually a lower cost per acquisition.
Prospecting and retention
Built on catalog and audience structure, with creative testing judged against incremental return.
B2B programs
Where the buying committee matters more than the click. Spend controlled against pipeline, not leads.
Feed management
Merchant Center, Meta catalog and Microsoft feeds. Feed quality sets the ceiling on what Shopping and Performance Max can do, so it gets managed continuously rather than set up once.
Beyond the core platforms
Amazon Ads, X, TikTok, ChatGPT Ads and Shop Campaigns on Shopify. Added when your customers are there, and run to the same standard as the core platforms.
E-commerce
Revenue and contribution margin, feed quality, and acquisition cost held inside a target you can actually trade on.
B2B
B2B buyers do not all buy the same way. Some order online, others request a quote or talk to sales first. Campaigns are built for both, and measured on online revenue and on the opportunities your sales team actually closes.
Tools and judgment
Automation does the analysis. Someone still has to decide.
I use automated and AI-assisted reporting throughout the work, and it is good: fast, thorough, and usually right about what happened. What it cannot do is tell you which anomaly is a problem and which is noise, that a drop in return is a feed error rather than a bidding issue, or that the right move this month is to do nothing at all.
That decision is the thing you are hiring.
How the work runs
You own the accounts and the data.
Every account is in your name, with me added as a user. If we stop working together you keep the history, the conversion data and the audiences, and nothing has to be rebuilt.
Direct access
You work with me directly. The person you talk to is the person making the changes.
A deliberately limited roster
I work with a small number of established advertisers so I stay directly involved in strategy and execution.
Reporting you can read
Built to answer what changed, why, and what happens next.
Discuss your paid media program
Tell me what you are running and what is not working. If it looks like a fit, the next step is a short call with me, not a sales team.
Best suited to established advertisers with meaningful ongoing paid media investment.
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