Performance marketer.
Systems thinker.
AI-enabled operator.

Managing paid acquisition for Go City, one of the world's leading destination experience brands. The core challenge is growing bookings across global markets while making campaigns feel genuinely local — connecting travellers at the point of intent through Web and App, with the right message in the right market at the right moment. Work spans campaign architecture, bidding strategy, measurement and cross-channel localisation.

Led paid media across MyBuilder UK, HomeStars Canada, Werkspot NL and Instapro US. Designed scalable bidding architecture across paid search, paid social and display, drove a structured experimentation programme and led EU performance marketing teams through quarterly growth and optimisation cycles.

Built the Shopify, Google Ads and SEO foundations from zero, then scaled acquisition across Search, Shopping, Performance Max and organic search. Improved revenue efficiency, grew non-brand visibility and helped turn paid and organic activity into a more reliable ecommerce growth engine.

Rebuilt the Google Ads and tracking setup from the ground up, moving the account from unclear attribution and fragmented journeys to cleaner conversion tracking, tighter intent groups and a more reliable B2B lead-generation structure.