The analyst behind the performance.
4.5 years turning ad budgets into measurable ROI — across Google, Bing, Meta, Amazon, LinkedIn, and Yahoo Japan, for brands that don’t settle for average.
Proven Results Across 4.5 Years
Google Ads, SA360 & Microsoft Ads
Strategic budget & bid optimisation
A/B tested copy & targeting
EMEA · APAC · NAM campaigns
My Story
From curiosity to campaign mastery.
My journey into digital marketing started with a curiosity about how data-driven advertising directly influences business outcomes. That curiosity evolved into deep expertise in paid search across Google, Bing, Meta, LinkedIn, Amazon, and Yahoo Japan — and I’ve been obsessed with optimising every last metric ever since.
Over 4.5 years I’ve built and scaled campaigns for D2C startups and Fortune 500 companies alike, across EMEA, APAC, and NAM. At Assembly Global I manage a $6M quarterly SEM budget. At Qlikmatrix before that, I ran full-funnel global campaigns — Search, Shopping, Display, Video, and Performance Max — owning end-to-end strategy and execution.
"I don't just run ads. I build systems that compound — where every campaign teaches the next one how to win."
I’ve improved CVR by 55% for multiple brands through rigorous A/B testing, and achieved a 5.5× ROAS improvement through strategic budget allocation and smart bidding. I leverage SA360 to streamline cross-platform workflows and mentor SEM teams — because great performance starts with great process.
Core Values
How I work, and why it makes the difference
These aren’t buzzwords — they’re how I operate on every single engagement, every single day.
Results Over Vanity
Clicks and impressions are starting points — not success metrics. I obsess over revenue, leads, and profitability. Every decision traces back to the bottom line with clear KPI tracking: CTR, CVR, CPA, and ROAS.
Always Testing
Good enough is the enemy of great. I run structured A/B experiments on ad copy, bidding strategies, audience targeting, and landing pages — because the next 15% gain is always hiding somewhere.
Radical Transparency
You'll always know exactly what I'm doing and why. No hiding behind confusing dashboards — clear reporting in plain language, client QBRs with genuine strategic insight, zero fluff.
Scalability by Design
Every campaign I build is architected to scale. I leverage SA360 to streamline cross-platform workflows and reduce manual dependency so that when we grow budget, performance doesn't fall apart.
Experience
Career timeline
Paid Search Analyst
Managing a $6M quarterly SEM budget across EMEA, optimising campaigns across Google Ads, Search Ads 360, and Microsoft Advertising to improve CPA and ROAS. Executing continuous optimisation through bid strategy refinement, keyword targeting and ad copy improvements. Delivering actionable KPI insights (CTR, CVR, CPA, ROAS) and presenting performance at client QBRs. Conducting A/B testing across ad copy, bidding strategies and landing pages to identify high-performing variations.
Senior SEM Analyst
Managed SEM campaigns across APAC, EMEA, and NAM regions using Google Ads and Microsoft Ads. Executed global campaigns across Search, Shopping, Display, Video, DGen and Performance Max. Leveraged SA360 to streamline campaign management and reduce platform dependency. Oversaw SEM activities for a Fortune 500 company, mentored a team of 2 SEM Executives, conducted account audits, and monitored spend to identify optimisation opportunities.
Social Media Intern
Managed company social media accounts across Facebook, Instagram, LinkedIn & Twitter. Optimised Meta Ads campaigns and configured Pixel setup. Administered two WordPress-based websites, gaining a strong foundation in digital advertising platforms and performance tracking.
Certifications
Certified & always learning
I hold all major platform credentials and stay ahead of algorithm changes so my clients never fall behind. Certifications are the floor, not the ceiling.
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Google Ads Search
Google · Certified
Proficiency
Skills breakdown
My Stack
Tools I use every day
The platforms and tools I rely on to plan, execute, and optimise campaigns at scale.
Google Ads Search
Google · Certified
Bing Ads
Paid Search
Meta Ads
Social Ads
Amazon Search Ads
Retail Media
LinkedIn Ads
B2B Advertising
Yahoo Japan Ads
Paid Search
Search Ads 360
Campaign Mgmt
Google Analytics 4
Analytics
Google Tag Manager
Tracking
Advanced Excel
Data Analysis
Google Merchant Center
Shopping Feed
ChatGPT / AI Tools
Copy & Ideation
Ready to scale your ads and grow revenue?
Let’s build a paid media strategy that actually delivers. No fluff, no retainer lock-ins — just results.