Selected Work
I’ve worked across consulting, agency, and in-house roles, which has given me plenty of different problems to get stuck into.
The situations vary, but I tend to enjoy the same kind of work: figuring out what actually matters, getting into the details when needed, and making the pieces fit together better.
A few deeper dives
When the dashboard didn’t tell the whole story
An international charity was heading into one of the most important fundraising days of the year, with a substantial media budget concentrated into a very short window.
By midday, platform reporting made performance look unusually weak. The normal response would have been to start pulling spend back, but the pattern didn’t look right.
I checked the underlying conversion reporting separately and found a significant influx of donations that had not yet made their way into the platform’s conversion reporting. With overall donation volumes tracking as expected, we kept the program running rather than pull back on a fundraising opportunity that disappeared at the end of the day.
It was one of those moments where knowing the media platform was useful, but understanding the reporting, the fundraising context, and what else to check mattered just as much.
Building measurement from the business goal up
For one professional association, I started with the business objectives and worked down from there: what actions on the website actually mattered, whether the site supported them properly, and what we needed to measure to make the marketing useful.
From there, I mapped the relevant events across GA4 and advertising platforms, supported changes to the site where needed, and implemented the tracking and reporting around them.
It gave the organization a much clearer connection between what it wanted people to do, what the platforms were optimizing toward, and what eventually showed up in reporting.
Making operations usable after change
Managing work across a full client portfolio meant dealing with recurring tasks, handoffs, QA requirements, different account needs, and plenty of exceptions. With several service expansions adding complexity, the existing processes did not always handle everything consistently.
I rebuilt the operating structure across the portfolio, covering workflows, responsibilities, recurring processes, SOPs, QA, and the less predictable situations that inevitably come with agency work.
I spent a lot of time talking to the people actually doing the work and separating useful control from administrative overhead. Some shortcuts were perfectly sensible and worth preserving; other gaps were creating avoidable problems. The final setup gave people a much clearer way to manage the work without turning project management into another job in itself.
A few more examples
Building digital marketing from the ground up
I helped a national nonprofit build out its paid digital marketing approach across several connected goals.
That included using Google Ad Grants to promote programs and services, paid media to capture more immediate donation opportunities, and lead generation to build a longer-term donor pipeline. I also worked closely with the organization and its fundraising partner on priorities beyond the campaigns themselves, including which programs offered the strongest opportunities for broader awareness and longer-term lead nurturing.
It was as much about building a useful digital acquisition model as it was about launching individual campaigns.
Following the problem all the way down
In one case, the business had explicitly decided not to advertise a particular product due to low margins. Paid search was still picking it up through broad-match traffic.
This was not a negligible amount of activity, and the conversion setup also made it difficult to see clearly what those searches were producing.
The business decision itself was perfectly clear. Somewhere between that decision, the campaign setup, and the measurement, the logic had stopped carrying through.
Production SQL, from scratch
To solve a specific client reporting need, I designed the data structures and wrote much of the production SQL behind a major reporting system, including joins, unions, pivots, reusable logic, and parameterized components that could be adapted across clients.
The common thread
The work varies, but my favourite problems tend to sit somewhere between strategy and implementation.
Sometimes the answer is in the media plan. Sometimes it is buried in the data, a workflow, the tracking, or one platform setting that suddenly explains something much bigger. I like being able to keep following the thread until it makes sense.
Working through something similar?
Tell me what you’re working on. You don’t need to know exactly where the opportunity or problem sits before reaching out.
