Skills
Core Skills
Performance Marketing
Paid Search (PPC)
Paid Social
Affiliate Marketing
Programmatic Display
CRM / Lifecycle Marketing
App Marketing & Growth
Customer Acquisition Strategy
Conversion Rate Optimisation (CRO)
Audience Segmentation & Targeting
A/B & Incrementality Testing
Full Funnel Strategy (TOFU / MOFU / BOFU)
Go-to-Market Planning
Platforms & Channels
Google Ads
Search Ads 360
Meta Ads
TikTok Ads
LinkedIn Ads
Affiliate Networks / Partnerships
Google Merchant Center
Apple Search Ads
ASO (App Store Optimisation)
Data, Analytics & Measurement
Google Analytics 4
Adobe Analytics
Tableau
Looker Studio
AppsFlyer
Adjust
Firebase
Attribution Modelling
Forecasting & Budget Modelling
KPI Reporting / Executive Dashboards
Commercial Performance Analysis
Commercial & Leadership
Budget Ownership (£10M+)
Revenue / ROAS Optimisation
CAC / CPA Efficiency Management
Strategic Planning
Agency Management
Team Leadership & Mentoring
Stakeholder Management (including C-suite)
Cross-functional Leadership (Creative / Trading / Product / Tech)
Resource Planning & Prioritisation
Fast-turnaround Commercial Decision Making
Content & Brand (valuable differentiator)
Copywriting
Creative Briefing
Content Strategy
Photography / Video Direction
SEO Foundations
Website Content Management
Brand & Performance Integration
Soft Skills
Strategic thinker
Highly commercial mindset
Hands-on operator
Analytical problem solver
Strong communicator
Adaptable under pressure
Collaborative leader
Detail-oriented with broad commercial vision
About
Senior Performance Marketing Leader with 10+ years’ experience driving growth across retail, fintech and consumer brands through data-led digital strategy and hands-on channel execution. Proven track record managing multi-million-pound budgets across PPC, Paid Social, Affiliates, CRM and App Marketing, delivering measurable gains in ROAS, CAC efficiency and customer acquisition.
Experienced leading internal teams, partner agencies and cross-functional stakeholders in fast-paced commercial environments, with recent leadership roles at Argos, Sainsbury's (Tu Clothing), Hotel Chocolat and Mukuru. Combines strategic planning with deep platform expertise across Google Ads, Meta, TikTok, affiliates, analytics and app growth ecosystems. Key strengths
Performance marketing strategy & execution
Budget ownership (£10M+) & commercial forecasting
PPC / Paid Social / Affiliate leadership
App growth (ASA / ASO / AppsFlyer / Firebase)
Team leadership, mentoring & agency management
Conversion optimisation & testing frameworks
Stakeholder management up to C-suite
International market experience (UK, Europe & Africa)
Career highlights
✔ Increased ROAS by 17% during peak trade through bid strategy and optimisation
✔ Reduced CAC by 35% via improved audience targeting
✔ Delivered 25% uplift in app conversions through GTM relaunch and deep-linking implementation
✔ Built and scaled acquisition programmes across established and challenger brands
Ideal next role Head of Digital • Performance Marketing Director • Paid Media Director • Growth Marketing Lead
Profile Photo
