Independent performance marketing consultant
Make paid growth commercially accountable.
I build and operate acquisition systems across paid media, creative, conversion and attribution, connecting every decision to qualified demand, revenue and profit.
Working globallyAvailable for select engagements and senior roles
12years
in growth
in growth
Twelve years across high-stakes growth categories
US legalReal estateFintechHealthcareEcommerceHigh-ticket offersFundraisingData and SaaS
01 / Point of view
A media buyer sees the account. I see the commercial system.
Most paid-media problems are not platform problems. They are a mismatch between the offer, creative, conversion path, sales process and measurement.
I work across that whole system, so budget decisions are grounded in what the business actually values.
02 / Operating system
Four disciplines.
One accountable operator.
Strategy stays close to execution. The ad, landing page, tracking and commercial outcome are designed as one connected path.
Paid acquisition
Media strategy, account architecture, testing and budget allocation across Meta, Google, YouTube, LinkedIn, Microsoft and Outbrain.
Media planning · Buying · OptimisationCreative strategy
Research-led angles, structured testing and feedback loops that turn campaign data into stronger creative decisions.
Angles · Briefs · Testing systemsFunnels and CRO
Offers, landing experiences and lead flows that convert paid attention into qualified demand and commercial momentum.
Funnel Kit · Shopify · Landing pagesMeasurement
Attribution systems that connect spend with the outcomes leadership cares about, from qualification to closed revenue.
Hyros · GA4 · CAPI · Offline importsMeta AdsGoogle AdsYouTubeLinkedInMicrosoft AdsHyrosGA4Meta CAPIAppsFlyerLooker Studio
03 / Selected work
Proof, with the context intact.
Each result below is backed by held campaign evidence. Open a case to see the commercial problem and the intervention behind the number.
The constraint
The account was buying leads. The business needed qualified cases.
Rebuilt the acquisition path around qualification, audience segmentation and funnel structure for a US motor-vehicle-accident law firm.
Cost per qualified lead$300 $10067% reduction
Problem
Front-end lead cost was obscuring whether paid media produced cases the firm could actually pursue.
Intervention
Restructured the funnel and audience strategy around qualified lead economics.
Outcome
Cost per qualified lead fell from USD 300 to USD 100.
02 / Real estateScale
Built the acquisition and measurement system for a 20x increase in managed spend.
$5K → $100Kmonthly ad spend
Scaled a North American real-estate account across Meta and Google while owning Hyros, GA4, CAPI and funnel measurement.
03 / FundraisingGlobal
Connected global paid social with a mission people were ready to support.
$2M+raised at 4x to 7x ROAS
Led global Meta fundraising for a North American nonprofit, sustaining efficient returns at significant donation volume.
04 / High-ticketProfit
Turned a fragile coaching funnel into a clearer route to profitable growth.
1.5x → 3xROAS at $100K monthly profit
Managed six-figure monthly spend while improving the full funnel across media, offer and conversion tracking.
05 / Multi-marketDemand
Expanded qualified appointment volume across three countries without increasing CPA.
10 → 70+appointments per month
Ran acquisition across Meta, Google and LinkedIn for a B2B growth partner serving Malaysia, Singapore and Australia.
06 / DaaSEfficiency
Used audience intelligence and attribution refinement to reduce acquisition waste.
30% loweraccount CPA
Refined behavioral segments and Hyros-based attribution across a multi-client paid media portfolio.
Historical results vary by market, offer, budget, creative, operations and measurement quality. Past performance is not a guarantee of future outcomes.
Explore the complete results library ↗Client experience
What the partnership feels like, in their words.
A client I worked with, shared with permission. The attribution stays private, but the experience is real.
04 / Distinctive advantage
Performance thinking for categories where mistakes cost more.
If your category has expensive clicks, strict approvals, high-value leads or complex attribution, generic media buying is not enough.
I bring the discipline required when every claim, conversion and budget decision needs to stand up to scrutiny.
- Compliance-aware campaign design
- Lead quality over vanity volume
- Tracking built for defensibility
- Clear stakeholder decision trails
Qualified cases, compliant creative and intake economics.
High-CPL demand generation connected to closed sales.
Trust, approvals and acquisition in sensitive categories.
Complex products, regulated claims and measurable demand.
Creative velocity, contribution and profitable scale.
Lead quality, sales conversion and unit economics.
Global reach, donor intent and return accountability.
Audience precision, attribution and qualified pipeline.
05 / Experience
Twelve years, from execution to ownership.
A career built across agencies, in-house teams and independent consulting, with hands-on responsibility kept close throughout.
Paid media leadershipRegulated acquisitionMulti-market growthAttribution architecture
Independent consulting
Performance marketing consultant
Direct and white-label engagements across global marketsPaid acquisition, funnel and attribution consulting across North America and Southeast Asia. Current work includes US legal lead generation and white-label delivery for regulated and consumer brands.
AudienceLab.io
Senior Marketing Executive
Remote, USA · ContractManaged multi-channel paid media for DaaS clients and reduced account CPA by 30% through audience and attribution refinement.
1WEB
Head of Digital Strategy
Remote · ContractScaled a North American real-estate account and led global nonprofit fundraising while owning the complete attribution stack.
Client Accelerators
Media Buyer
New Jersey, USA · RemoteManaged $100K+ monthly spend across high-ticket offers and doubled ROAS for a coaching funnel reaching $100K monthly profit.
admiral.digital
Performance Marketing Manager
Kuala Lumpur, MalaysiaPromoted twice in three years. Led regional work for ecommerce, fintech and consumer brands across South and Southeast Asia.
Earlier career
Performance and digital marketing
16TWO, 3reesixty, Fleming Gulf and Photobook WorldwideBuilt the technical and commercial foundation across paid media, SEO, web marketing and multi-market campaign execution.
06 / Where I fit
01
Bring in a senior operator for the whole growth problem.
For companies with a proven offer that need clearer ownership across acquisition, creative, conversion and measurement.
- Growth audit and priority roadmap
- Fractional performance leadership
- Hands-on paid acquisition
- Executive-ready reporting
02
Add senior commercial depth without adding agency noise.
For agencies needing an embedded operator on a demanding account, a white-label partner, or help rebuilding performance.
- Paid media account ownership
- Strategy and client communication
- Measurement architecture
- Regulated-category experience
03
Hire a leader who still knows how the work gets done.
For teams hiring a Head of Performance, Paid Media Director, Senior Performance Marketing Manager or Head of Growth.
- 12 years of hands-on progression
- International market experience
- Senior stakeholder ownership
- Available for relocation
Malaysia, where much of the operating foundation was built.07 / The person behind the numbers
Global experience. Direct communication. No theatre.
I have built my career across the United States, Southeast Asia, Australia and North American markets, working with teams operating across different cultures, categories and commercial realities.
That range taught me to listen before prescribing, explain complexity without hiding behind jargon, and stay calm when the numbers force a hard decision.
Transparency from the first conversationOwnership through the outcomeClarity over performance theatreEvidence over certaintyCommercial outcomes over activityDirect communication under pressure
08 / Diagnose the constraint
Where is growth costing you money?
Start with the pain point. Your answers will give me enough context to make the first conversation specific.
1 of 3
What is hurting performance most?
2 of 3
Where does the system break?
3 of 3
What is currently at risk?
Fit summary
Good. I have enough context to make the conversation specific.
Continue to contact ↘09 / Contact
If serious budget is moving and you cannot see what creates qualified revenue, let’s find the leak.
Tell me where performance is breaking and what it is costing the business. I respond personally, usually within one business day.