Skills
Professional Certifications
Google Ads Certified Professional
Microsoft Advertising Certified
SA360 Certified
Technical Skills
Google Ads, Search Ads 360, Google Analytics, Amplitude
Tableau, Looker Studio, Omniture, Adobe Analytics, Sigma
Kenshoo, Facebook Business Manager
Strong knowledge of CPA, CPC, CPM, LTV and ROAS models
About
Senior performance marketing leader with 18+ years of experience specialising in Paid Search and digital performance strategy. Proven track record of building and scaling high-performing teams, managing multi‑million‑pound budgets, and driving measurable high commercial growth.
Core Expertise
• Experience in e-commerce and lead gen acquisition
• Budget Ownership (£2m–£30m+ annually)
• Managed P&L’s and Full Funnel Media plans
• Team Leadership & Agency Management
• Google Ads, SA360, Performance Max/AI Max, YouTube, Display, META
• Data‑Driven Attribution and experience of MMM (media mix modelling)
• First‑Party Data & Platform Integrations
• SEO & PPC Collaboration with solid knowledge of AI landscapes and LLM impacts
• Board‑Level Stakeholder Management
• Worked with major agencies like Essencemediacom and Brainlabs
Professional Experience
Haven — Head of PPC | Aug 2019 – Present
• Full ownership of PPC strategy and in house performance marketing team.
• Grew accounts from 28% of business revenue to 47%, continuously growing by 50% each year
• Managed £10m+ annual budget across Search, Display, and YouTube.
• Produced over 20k in leads a year for our caravan sales business
• Transitioned multiple accounts from agencies to a high performing in house model.
• Restructured all accounts to Google best practice standards; recognised by Google as the most efficient accounts in our industry.
• Early adopter of Performance Max and AI max campaign types, maintaining competitive advantage.
• Led integration with Bloomreach first party data platform to enhance targeting and performance.
• Worked closely with SEO leadership to maximise total search opportunity and reduce wasted spend.
• Initially supported three brands (Butlins, Warner Hotels & Haven) before focusing on Haven following ownership separation.
Best At Travel — Head of PPC | Mar 2019 – Aug 2019
• Owned and led PPC strategy and performance.
• Brought PPC operations in house and established a new internal team.
• Managed £2.5m annual budget across PPC, Display, and YouTube.
• Oversaw full account management including structure, bidding, tracking, optimisation, and reporting.
• Modernised ad messaging to better align with customer expectations and improve commercial outcomes.
• Presented strategic recommendations at board level, highlighting competitive gaps and new ways of working.
TUI UK & Ireland — Senior PPC Manager | Sep 2014 – Feb 2019
• Owned PPC and Paid Social channels across TUI, First Choice, and TUI Ireland.
• Managed £30m+ annual media spend (55% of total online budget).
• Recruited, developed, and led a team of six PPC and Paid Social specialists.
• In housed all PPC operations from agencies and migrated accounts to Search Ads 360.
• Key contributor to the rebrand from Thomson to TUI, including full account and website migrations.
• Integrated external attribution modelling into automated bidding strategies, improving efficiency by 10%.
• Led "One Search" initiative to improve collaboration with SEO and reduce channel cannibalisation.
• Grew Paid Social investment and revenue by 60% year on year; onboarded platforms such as Smartly.
Wiggle Ltd-PPC Manager | September 2011 – September 2014
• Full ownership of global PPC strategy with £7m annual investment.
• Brought PPC fully in house from agency management.
• Expanded activity from 12 to 30 countries across 15 languages within one year.
• Increased PPC revenue by 20% year on year through structured optimisation processes.
• Implemented multi touch attribution insights to demonstrate PPC’s wider business value.
• Drove an additional £1.4m annual investment into PPC based on performance results.
• Launched and managed remarketing and Product Listing Ads.
• Established PPC operations across Google, Yandex, and Baidu, covering Europe, Far East, Americas, and Oceania
Dixons Retail PLC-Senior Search Specialist | September 2009 – September 2011
• Managed PPC campaigns for PC World, Dixons, and Currys.
• Oversaw £16m+ pro rata budgets; directly responsible for £4.8m search spend.
• Supported migration of all online marketing activity to a new web platform.
• Acted as search marketing advocate across non ecommerce teams.
• Improved large domestic appliance sales by 30% year on year via paid search.
• Promoted to Senior Search Specialist within one year.
• Co managed third party SEO agency to align SEO and PPC strategies.
• Participated in Google led projects analysing the impact of PPC on retail stores and brand bidding.
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