Connected capabilities.
Practical business advice.
Consulting across strategy, performance, product and measurement, grounded in practical delivery experience.
STRATEGY · EXECUTION · MEASUREMENTDigital capabilities that work better together.
My work connects business strategy with the practical execution of marketing, product, customer experience and measurement. Each discipline has its own methods, but the strongest results come from considering them together.
This page explains the areas I work in, the questions I focus on, and what good implementation looks like. Individual case studies and articles provide more detail.
The tools support the thinking.
Hands-on work across advertising, measurement, products and marketing operations.
Meta AdsGoogle AdsGA4
Google Tag Manager
TikTok AdsFirebase
Mixpanel
WordPress
Mailchimp
ActiveCampaignDigital strategy & full-funnel growth.
I design digital plans around business objectives and audience behavior rather than starting with platform budgets. That includes market context, customer segmentation, messaging, channel selection and campaign architecture.
Effective planning links awareness, consideration, conversion and retention, with clear KPIs for each stage. The plan should account for always-on activity, campaigns, creative capacity and the measurement limitations of each platform.
Typical focus areas
- Digital maturity and opportunity assessment
- Growth strategy and channel roles
- Audience and customer journey mapping
- Budget allocation, forecasting and guardrails
- Experiment design and governance
Paid media, SEO and marketing analytics.
Performance media and search work best when creative, landing pages, tracking and conversion quality are considered together. I work across paid social and search, media buying, SEO/SEM, GA4, GTM and attribution.
A campaign that reports traffic without the correct conversion definition can be misleading. I focus on events, data quality, funnel drop-offs, reporting and the business decisions that measurement should support.
Typical focus areas
- Google Ads and Meta Ads planning
- Search Engine Optimization (SEO)
- GA4, GTM, event tracking and attribution
- Conversion and landing-page optimization
- Reporting systems and KPI design
Digital product strategy & customer engagement.
Digital growth does not end when a user installs an app or visits a website. Product design, onboarding, user experience, engagement mechanics and partner operations influence whether a customer returns.
My work includes product direction, prioritization, customer journeys, loyalty and rewards programs, API integration coordination and delivery across business and engineering teams.
Typical focus areas
- Product discovery and roadmaps
- App acquisition, activation and retention
- Loyalty and rewards ecosystems
- Third-party integration planning
- Cross-functional delivery and governance
Training, leadership & transformation.
Capability building is part of sustainable growth. I work with teams to connect strategy with repeatable practices, including campaign planning, analytics interpretation, product thinking and responsible use of AI in everyday workflows.
Through professional training and workshops, I emphasize realistic exercises, measurement and business application over memorizing platform features.
Explore training and speaking ↗A business question.
A conversation.
Consulting, digital strategy, product growth or professional learning.