Paid media was the channel. Business growth was the job.

This established, multi-program education group did not need another channel report. It needed one view of the journey from paid click to lead, deal and enrolment.

I rebuilt acquisition decisions around a Lead → Deal → Enrolment model, separated channel roles, connected campaign reporting to CRM stages and used downstream quality—not the cheapest form fill—to guide budget.

The operating model generated 4,210 leads and delivered 135 enrolments in October. In the same month, lead volume increased 280% year over year.

Lead delivery was volatile. Scaling spend without fixing the instability would have bought more inconsistency.

I consolidated the account around clearer conversion signals, refreshed creative by angle and moved budget toward combinations producing both volume and usable lead quality.

From January to September, monthly lead volume moved from roughly 600 to more than 1,100 while CPL finished materially below the February peak.

Cost per purchase climbed above $60 as weekly purchases fell below 20. The account needed recovery before scale.

I reset the creative testing cadence, prioritised purchase signals, cut weak combinations and reallocated spend only after conversion volume recovered.

By September, weekly purchases had climbed to roughly 80 while cost per purchase fell to approximately $15–$20.

The brand was reaching millions of users, but only a small share returned to buy. Media delivery and onsite behaviour had to be analysed as one customer journey.

I combined cross-channel retargeting with website acquisition and engagement tracking, session recording, heatmaps, creative testing and multivariate landing-page tests.

The comparison period recorded growth across the lower funnel: add-to-cart, checkout, purchase and overall conversion rate all increased.

A global athletic apparel business needed more actionable audience insight—not another demographic summary—to improve activation and conversion.

I structured the work around customer data collection, clustering, buyer-profile development and customer-cycle mapping. The workflow combined analytics and AI-assisted research with human validation and planning.

The case documented more than 50 buyer profiles, a developed customer-cycle journey, 137% online revenue growth and a 30% conversion-rate increase.

The platform needed to grow user activity, customer journeys and monetisation—not simply buy more traffic.

My scope connected campaign planning, landing-page and SEO audits, competitor analysis, technical social-entity work, PPC/display activity, KOL and affiliate programmes, and monthly performance reporting.

The portfolio case recorded 200,000 new users, a 137% increase in verified and top-performing affiliate/KOL programmes and a 20% increase in conversion rate.

A large furniture and décor business needed search visibility and site health to support acquisition in the USA and EU.

I combined technical SEO, on-page work, keyword research, content planning, off-page SEO and recurring reporting. This broadened the growth system beyond rented paid traffic.

The portfolio recorded 528 keywords in positions 1–5, 1.83M monthly clicks, 36.4M monthly impressions, a 5.6% CTR, 753 backlinks and a PageSpeed score of 94/100.