Performance media buying, end to end. I plan and run paid acquisition across search, social and programmatic, wire up the measurement behind it, and automate whatever repeats. Acquisition Architect at Roigen, previously at Potato Digital.
Performance media at scale on one side, paid media inside a creative agency on the other. Both ran on the same principle: make the spend pay, and fix measurement before buying.
ROI-driven paid advertising for brands in competitive markets, with AI-assisted buying across a wide channel mix.
Paid media inside a creative and digital agency, where the brand work and the acquisition work got built together instead of handed off.
Google Ads across brand, generic and high-intent terms. Performance Max with real brand exclusions.
Meta and TikTok for demand creation, built on creative velocity rather than audience guesswork.
DSP buying across the open web, apps, CTV and audio, with weekly placement hygiene.
GA4, GTM, server-side tracking and Enhanced Conversions. Numbers reconciled against the backend.
Structured testing with a kill-or-scale rule, so budget follows evidence instead of opinion.
Reporting pipelines, ops systems and AI workflows that remove the manual parts of the job.
Two things I argue about constantly, drawn out. Both are models of how accounts behave, not client reporting.
Capture-only accounts fight over a fixed pool of existing demand and flatten out. Full-funnel accounts grow the pool while fishing it. Illustrative model, indexed to 100 at month one.
| Month | Full funnel | Capture only |
|---|
The split I start from on a full-funnel build, then shift toward the middle as brand search grows.
| Layer | Share | Judged on |
|---|
Thirty minutes, no corporate small talk. Tell me what is broken or what you are trying to scale.