I turn marketing data into measurable business growth.
Built complete GA4 + GTM tracking infrastructure
Managed €9K/month across Google, Meta & TikTok Ads
Increased organic traffic by 215%
Increased YouTube reach by 600%
Built reporting systems reducing manual reporting by 75%
Implemented HubSpot lead scoring & automation
I optimise the entire acquisition system — not just the campaign sitting on top of it.
Paid media, tracking, analytics and landing pages are one connected system, not separate jobs. I look at them that way from the start.
Most of my work starts with disconnected data, unclear attribution or underperforming campaigns. I enjoy finding the bottleneck, fixing it, and building systems that make future decisions easier — and yes, I will absolutely nerd out about a well-built dashboard.
Industries
Selected work
Problem
No reliable way to see which campaigns worked, or what happened after the click.
Approach
Business Outcome
Created a single source of truth for acquisition data across Google, Meta and TikTok Ads — enabling faster optimisation decisions and cutting manual reporting time by roughly 75%.
Problem
Organic growth was disconnected from paid — SEO keywords picked by volume, not proven demand.
Approach
Business Outcome
Built an integrated Paid Search + SEO engine that grew organic traffic 215%, YouTube reach 600% and TikTok engagement 300%.
Problem
Lead volume existed, but quality was inconsistent and disconnected from sales.
Approach
Business Outcome
Turned a lead-gen campaign into a qualified pipeline sales could actually convert, by connecting HubSpot CRM data back into targeting.
Problem
Fragmented data across platforms made every optimisation decision a guess.
Approach
Business Outcome
Replaced fragmented, conflicting numbers with one trusted view of marketing performance — the foundation every later decision was built on.
How I actually work, step by step
Research
Understand the customer and market before touching a platform.
Tracking
Build measurement that's actually trustworthy.
Acquisition
Launch campaigns on the channels that fit.
Behaviour
Analyse what actually happens after the click.
Testing
Turn friction into structured experiments.
Scale
Grow what's proven, with the system to support it.
Five scenarios I diagnose often
Click a scenario to expand.
1. High CTR but low conversions
⌄Ads clearly resonate — clicks are cheap — but conversions aren't following.
Investigate
Tracking accuracy, audience-offer match, landing page behaviour in GA4/Clarity.
Likely causes
Broken conversion tracking, mismatched intent, or landing page friction.
Actions
Fix tracking first, then test landing page and audience alignment.
2. CPA doubled overnight
⌄Cost per acquisition spikes suddenly with no obvious campaign change.
Investigate
Platform/algorithm changes, audience saturation, competitor activity.
Likely causes
Auction pressure, audience fatigue, or a tracking/attribution break.
Actions
Diagnose before reacting — cutting budget blind often makes it worse.
3. ROAS falling
⌄Revenue per ad euro drops even though spend and traffic look stable.
Investigate
Segment by campaign, audience and product to isolate where value dropped.
Likely causes
Declining AOV, weaker offer, or budget shifting to lower-intent traffic.
Actions
Reallocate to segments still converting; fix or pause the rest.
4. Traffic increasing but revenue flat
⌄More visitors, same revenue — volume growth isn't showing up where it matters.
Investigate
Compare new traffic quality/intent against what historically converted.
Likely causes
Growth diluted a well-matched funnel, or targeting broadened too far.
Actions
Tighten targeting back toward proven intent instead of adding spend.
5. Google Ads and GA4 showing different numbers
⌄Platform-reported conversions don't match GA4 — nobody trusts either number.
Investigate
Audit attribution windows, tracking setup, dedup logic between both.
Likely causes
Different attribution models, tracking gaps, or consent/cookie loss.
Actions
Align on one source of truth and document why the numbers differ.
AI accelerates execution
AI speeds up research, planning and reporting. Strategic decisions stay data-driven — I'm the one who decides what the data actually means.
What good reporting actually looks like
What I Bring
Growth Strategy
Turning business goals into a measurable acquisition roadmap.
Paid Media
Google, Meta and TikTok campaigns built around real intent.
Marketing Analytics
GA4, GTM and dashboards that decisions can actually rely on.
Marketing Operations
CRM workflows, lead routing and process that scales.
Tracking & Measurement
Reliable, validated tracking as the foundation for everything else.
Marketing Infrastructure
Connecting tracking, CRM, analytics and automation into one system.
Building AI Marketing Agents
Building AI marketing agents using Claude, APIs, Model Context Protocol (MCP) and n8n to automate reporting, campaign analysis and marketing workflows.
- ✓ Claude API
- ✓ Model Context Protocol (MCP)
- ✓ n8n
- ✓ AI workflows
- ✓ Marketing automation
- ✓ AI agents for marketing analytics