About

Most marketing strategies look convincing in a slide deck and collapse under real conditions. That gap between intention and reality is where I’ve spent my career.

I work as a digital marketing strategist, but I didn’t arrive here through a clean or planned route. I started on a construction site, in the on-site office of Grey Coat Hospital School in 2006, interning with Bouygues UK while a building from the 1950s was being redeveloped around me. It wasn’t marketing or technology, but it taught me something early that still holds. Plans either survive contact with reality, or they don’t.

I later interned at PwC, working on consulting and audit projects tied to mergers, acquisitions, and market entry. Again, not marketing. But it sharpened a habit I still rely on: looking at a strategy and asking where it breaks when pressure is applied.

I didn’t plan to work in marketing. I ended up there through necessity. While studying, I ran a record label for six years. No playbooks. No safety net. I handled releases, budgets, licensing, PR, and sales at the same time. Every decision carried a cost. Every mistake showed up quickly. That experience forced me to think commercially, not theoretically.

I went on to work in gaming and kids’ entertainment at companies including Snatch, PlayStack, and Coolabi Group. I ran campaigns across mobile and console games, TV shows, books, live productions, and early metaverse projects. Those roles taught me to understand audiences as people making decisions, not segments inside dashboards.

Agency work came later. At Nutcracker Agency, I moved from Digital Marketing Manager to Digital Marketing Lead. I now run the full stack: PPC, SEO, CRO, analytics, privacy, AI implementation, and the operational systems that hold it all together.

I’ve rebuilt attribution models that were telling comforting stories.
I’ve fixed tracking after migrations went wrong.
I’ve taken chaotic paid media and content setups and turned them into something closer to a predictable pipeline.

I don’t theorise about marketing. I do the work.

Alongside this, I’m completing an MSc in Marketing focused on the tension between privacy and performance in personalised marketing. Not because it’s fashionable, but because copying patterns without understanding their limits doesn’t survive regulatory or commercial pressure.

The throughline is simple.

I’m interested in how decisions hold up when incentives collide, data is incomplete, and real money is on the line. That’s what I write about. That’s what I help teams think through.

If you’re looking for louder marketing, this probably isn’t it. If you’re trying to make fewer, better decisions under constraint, you’re in the right place.

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