Background
I have 20+ years in online marketing and a BEng in Computer Science from the University of York. I started in email marketing, moved into search, and then spent years in affiliate marketing, iGaming and lead generation.
That background shapes how I work now. I care about unit economics, lead quality and whether the tracking reflects the business, not just whether a dashboard looks tidy. I have also worked inside agency and SaaS environments, including co-founding a lead-generation platform and later selling my stake to the other founders.
My work is built around one idea: paid media only scales when the commercial signal is clean. For lead-gen, Google should learn from qualified enquiries, not every form fill. For ecommerce, revenue, transaction IDs, order lines and LTV should be visible outside each platform's dashboard.
I do not use AI to second-guess Google's auction system. I use modern tooling to build the measurement layer Google needs to make better decisions. That also extends to the website itself: WordPress, WooCommerce, page speed, landing pages and custom AI tools all affect the quality of the signal.
Core work
- GA4, GTM, consent mode and BigQuery.
- Google Ads, Microsoft Ads and PPC tracking.
- WordPress, WooCommerce, static sites and custom AI websites.
- n8n workflows, CRM loops and lead enrichment.
- Technical SEO, page speed and reporting systems.
