Launching soon

Notes on brand + performance

Practical insights from a decade in consumer tech and eCommerce — paid media, creator partnerships, and the craft of connecting fame to conversion. First posts are in the works.

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Paid Media

What four years of owning a Samsung paid budget taught me about TikTok vs Google Ads

Where each channel earns its budget in a full-funnel smartphone launch — and where the money leaks.

Coming soon
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Creators & UGC

The participation loop: why our UGC campaign grew engagement 160%

The mechanics of making an audience join in rather than scroll past — a playbook you can steal.

Coming soon
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Measurement

Building a measurement culture your CFO will actually believe

Pre, during and post-campaign analysis that turns marketing from a cost centre into an investment case.

Coming soon