A short term project to support the Typology marketing team in their paid media strategy and media optimisation for the US and France markets.

- Responsible for ASOS's global media budget and building media plans across digital and ATL channels to deliver sales and customer growth targets while maintaining media efficiency.- In charge of managing an in-house team of 20 paid media specialists across Paid Search, Paid Social, Display, Digital Video & Affiliates.- Key project I focused on was in advancing the measurement framework, moving from a last click attribution programme to running always on geo experiments across multiple… Show more - Responsible for ASOS's global media budget and building media plans across digital and ATL channels to deliver sales and customer growth targets while maintaining media efficiency.- In charge of managing an in-house team of 20 paid media specialists across Paid Search, Paid Social, Display, Digital Video & Affiliates.- Key project I focused on was in advancing the measurement framework, moving from a last click attribution programme to running always on geo experiments across multiple paid channels to understand incrementality, leveraging insights from other attribution models in Adobe & GA4 and creating the business case to launch the first MMM study for the UK market which was built by Data Science in conjunction with Google.- By Q4 2023, I had transitioned the paid social programme from running only Meta conversion activity to a full funnel always on programme across Meta, TikTok, Snap & Pinterest to increase traffic and new customer acquisition. Using insights from geo tests, MMM and MTA I was able to reduce media spend in lower incremental channels to reinvest into more incremental media. - Managing the relationship of global media agency, VaynerMedia, a new media agency hired to support in the development of the global media strategy and activation of new channels including DOOH, Digital Audio, Programmatic & Vevo, to reignite brand heat and fame in ASOS's core markets.- Leading the performance meetings across business units, sharing recommendations for optimized media investment by market and media channel to grow sales and customers profitably at an agreed ROI. Show less

- Managing UK & Europe paid media budget (£60M annually) across digital channels with aim to meet business growth & media efficiency targets.- Building and managing an in-house team of 15 paid media specialists.- Supported sales growth between +30-40% YoY consecutively over 5 years helping the business to IPO in 2021.- In 2021, increased paid traffic by +50% and new customer acquisition by +30% YoY through more effective budget allocation into paid social channels. This was driven… Show more - Managing UK & Europe paid media budget (£60M annually) across digital channels with aim to meet business growth & media efficiency targets.- Building and managing an in-house team of 15 paid media specialists.- Supported sales growth between +30-40% YoY consecutively over 5 years helping the business to IPO in 2021.- In 2021, increased paid traffic by +50% and new customer acquisition by +30% YoY through more effective budget allocation into paid social channels. This was driven by enhancing the measurement approach via both geo testing using Measured, a 3P incrementality platform, & in-house development of predicted revenue first click model which served as attribution framework across paid channels.- Responsible for annual budgeting, re-forecasting and KPI setting across all markets & paid media channels in collaboration with the finance team.- Worked with customer marketing team in testing 1P audience segments via paid channels.- In charge of developing the testing roadmap across paid and customer marketing, with both teams presenting monthly results of previous tests and discussing new tests. Show less

- Responsible for driving paid search performance & delivering strategy and testing plans across UK & Europe.- Managing a team of 6 with 3 direct reports.

Responsible for paid search performance & strategy for UK.

Responsible for driving performance for France and Netherlands via paid search activity.

Developing the global search strategy for GlaxoSmithKline's main brands including Sensodyne, Panadol & Voltaren.

Responsible for activating and managing campaign performance across paid search, paid social and display for various clients including Hyatt Hotels, Bentley Motors, Triumph Motorcycles, Intel, SAP, Warner Bros and Airbus.

Supporting the Vype (BAT's first e-cigarette) marketing team in brand development and brand activation.

Developed and implemented the hotel’s marketing communications strategy, including advertising, promotions, public relations, social media and sales & marketing collateral.