I take a whole-picture approach to performance marketing.
I look at the bigger picture because every part of the customer journey is connected. I don’t just deliver leads and call my part done — I look beyond the campaign for ways to turn strong marketing performance into real business growth.
I start by understanding what I’m working with — the business model, product, market, existing funnel and, when available, historical campaign data and previous performance. I also dig into the audience: their needs, behavior, emotional drivers, motivations and barriers to action — to understand not just who they are, but why they buy.
I turn research and data into a marketing strategy built around the business goals, audience, market and available budget — defining the positioning, offer, channels, funnel and what to test first. When the customer journey extends beyond the ad, I also map out what happens next, including organic touchpoints, community channels and nurturing.
Building on the broader marketing strategy, I develop creative concepts, messaging and angles around what actually moves the audience. Drawing on consumer psychology, motivation and decision-making, I turn insights into creative hypotheses, test them against real performance data and refine them based on audience response.
I bring the strategy to market through paid campaigns — from setup and testing to ongoing optimization and scaling. I continuously monitor performance across audiences, creatives and funnel stages, using real-time data to decide what to scale, adjust, test or stop.
My work doesn’t end when the lead comes in. When performance reveals opportunities or bottlenecks elsewhere in the customer journey, I look beyond advertising and recommend what can be improved — from the offer and funnel to lead handling, sales scripts, unit economics and organic opportunities.
Building and continuously optimizing customer acquisition for a personalized nutrition and prepared-meal service — from cold acquisition and retargeting to creative, audience and offer optimization.
VIEW CASE STUDY →
Building an IVF patient acquisition system from scratch — then reshaping the funnel when the data showed that generating leads wasn’t enough.
VIEW CASE STUDY →*Project-level customer result across multiple digital touchpoints.
I’m a performance marketer with an analytical mindset and a genuine passion for marketing, consumer behavior and business growth.
I’m naturally data-driven — I like digging into numbers, finding patterns and understanding why something works rather than simply seeing that it works. But marketing has never been just numbers to me. I’m equally interested in the psychology behind decisions and the creative thinking that turns those insights into communication people respond to.
That’s why my work sits somewhere between data, psychology, business thinking and creativity — using each to make the others stronger.
Whether you’re starting paid acquisition, trying to scale what’s already working or figuring out why it isn’t — let’s look at the data, the audience and the bigger picture.
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