Summary
Senior performance marketer with 7 plus years experience managing multi-market advertising budgets across Google, Meta, LinkedIn, and Amazon. Proven track record in building scalable advertising systems and proprietary marketing attribution tools. Expertise in driving high-growth performance strategies for both B2B and consumer brands, consistently delivering measurable ROI through data-driven optimisation and cross-channel strategy. Comfortable owning outcomes across the full funnel without a playbook.
Experience
Senior Paid Marketing Manager
Auto IQ · May 2024 to Present
- Strategic Ownership: Orchestrated the end-to-end paid marketing strategy for an expansive client portfolio, scaling a proprietary advertising system that enables independent businesses to compete at scale.
- Product Innovation: Led the conceptualisation and development of a custom Marketing Insights and Attribution tool, providing granular performance visibility and driving data-led budget allocation.
- Channel Management: Own strategic management of high-revenue campaigns across Google, Meta, and LinkedIn, maintaining a focus on full-funnel growth and cross-channel efficiency.
- Team Leadership: Manage and develop a team of direct reports, setting performance standards, running structured reviews, and building the SOPs that raise quality across the function.
Performance Marketing Consultant
Security HQ · Sept 2024 to March 2025
Freelance contract, concurrent with Auto IQ
- Global Scale: Directed global search strategy across the UK, US, Middle East, and India, managing $600k plus in annual advertising spend.
- Performance Milestone: Delivered a 3x improvement in campaign efficiency through a comprehensive account restructure, advanced audience segmentation, and rigorous A/B testing.
Head of Paid Marketing
Greenwich Design · July 2023 to May 2024
Company entered liquidation. Team transitioned to Auto IQ.
- Strategic Leadership: Led the paid media department for a boutique creative agency, delivering cross-channel strategies across Google, Meta, and LinkedIn for a diverse portfolio of B2B and consumer clients.
- Strategic Growth: Scaled client accounts by integrating performance data with creative strategy, driving measurable ROI and increasing agency-managed spend.
Founder
Smoke Signals · Jan 2021 to July 2023
- Strategic Consultancy: Founded and grew a performance marketing agency, delivering bespoke paid search and social strategies for a diverse portfolio of independent brands.
- Client Growth: Built a client base from scratch across Google and Meta, focusing on data-driven ROI and cross-channel efficiency, leaving with a client book most agency founders would be proud of.
Digital Marketing Manager
The Cheese Geek · Jan 2020 to Jan 2021
- E-commerce Performance: Managed all paid advertising channels during a period of rapid growth, optimising Meta and Google campaigns to drive high-volume customer acquisition in the competitive F&B space.
- Data Integration: Collaborated on attribution and reporting to ensure marketing spend was directly tied to lifetime value and sustainable growth.
Digital Marketing Executive
Bumblebee Design · Sept 2019 to Aug 2020
- Campaign Execution: Supported the delivery of data-driven marketing campaigns for SMEs, focusing on hands-on execution across search and social channels.
- Creative Coordination: Partnered with content producers to ensure performance marketing assets were aligned with brand guidelines and campaign objectives.
Earlier Career
Marketing Executive, Andersen's Kids Academy, Shanghai
Apr 2017 to Apr 2018 · 12 month contract
Kids and Teens Teacher, EF Education First, Shanghai
Oct 2016 to Jun 2017
Commercial Co-ordinator, Palletower GB Ltd
Aug 2015 to Jul 2016 · Graduate programme
Technical Skills
PPC and Paid Media: Google Ads (Certified), Microsoft Advertising, Meta Ads, LinkedIn Ads, Amazon Advertising, Reddit Ads, Outbrain
Strategic Growth: Marketing Attribution Modelling, CRM Integration (Salesforce, HubSpot), Data-Led Budget Allocation, Global Search Strategy, AI-powered workflows (Claude)
Tools and Platforms: Python, Google Apps Script, Zapier, WordPress, Shopify, Looker Studio, Data Reporting and Analytics Tools