I'm a performance and brand marketing specialist with 7+ years of experience across agency, freelance and in-house work. I enjoy hands-on roles where I can work across both performance and creative, from paid acquisition and analytics through to creative strategy, brand positioning, content and retention. I'm comfortable scaling campaigns to reach targets, collaborating alongside creators, adapting campaign concepts, and using performance analytics to diagnose what needs testing, fixing or scaling next.
Industries:Beauty · Hospitality · Landscaping · Fitness · Automotive · Medical · Gaming
Focused on founder-led and small-to-medium businesses.
Experienced In
Creative & Design
Photoshop
Illustrator
Premiere Pro
After Effects
Canva
CapCut
InShot
Figma
Billo
Trend
Analytics & SEO
Google Analytics 4
Looker Studio
SEMrush
Ahrefs
Moz
Tableau
Triple Whale
Polar
Hotjar
Clarity
Paid Advertising
Google Ads
Meta Ads
Reddit Ads
TikTok Ads
Bing/Microsoft Ads
Snapchat Ads
X Ads
Email, SMS & CRM
HubSpot
Klaviyo
Mailchimp
Postscript
Attentive
eCommerce & Pages
Shopify
WooCommerce
Leadpages
PageFly
Rebuy
Loop
Okendo
Loox
AI Tools
Claude
ChatGPT
Gemini
Development
HTML
CSS
Python
Workflow & Scheduling
Hootsuite
Buffer
Notion
Trello
Portfolio
Click to explore
Select a project to view details →
Reddit Ads Turnaround: 420% Lift on a 10x Smaller Budget
Goals & Targets
Diagnose why a $20,000 Reddit Ads campaign was failing ahead of launch and decide whether the campaign was salvageable. Targets were an increase in pre-launch acquisitions and a CPA that justified continuation of advertising.
Challenges
- $20,000 already spent with disappointing results, leaving little room for further testing.
- Founder-led brand with no in-house marketing. Limited analytics in place, so no clear idea on whether the channel was the issue or the execution.
- Tight pre-launch window, no budget for pivoting to a different platform like Meta or Google.
- Audience was niche-interest, which made broad targeting (the founder's strategy) a complete waste of money and time.
Strategy
A day into the campaign audit it was clear that audience targeting was too broad for a niche-interest product, and the creative looked nothing like what Reddit users actually respond to.
Rebuilt the campaign starting with an audience reset. Researched similar products to map out where their audiences were already active, then moved spend out of broad subreddits and into the niche communities that matched. Smaller reach but a much higher relevance.
Removed the original ads and built new ones that felt native to the platform. Copy that read like a real Reddit post, less polished visuals, leaning into how users actually engage rather than how a traditional ad campaign looks. Reddit users are passionate (at times to a fault) and quick to bandwagon, so the ads had to land as native content rather than feeling like ads.
Ran the remaining $2,000 budget across the rebuilt setup with daily CPA review and weekly full-funnel review. Made minor adjustments along the way, like removing underperforming subreddits.
Results
420%
Pre-launch acquisitions
~10x
CPA improvement
$2k
Budget (vs $20k)
Salvaging a Half-Built Klaviyo Program: LTV Up 31% in 6 Months
Goals & Targets
Decide whether a poorly constructed Klaviyo setup at a Shopify beauty brand was worth saving. The client was considering dropping email entirely, having lost confidence in the channel. Targets were a real lift in repeat purchase rate and email-attributed revenue strong enough to justify keeping email.
Challenges
- Klaviyo setup was half-built and underperforming. Flows existed but were generic and producing minimal revenue.
- Performance data existed but had never been properly looked at.
- Repeat purchase rate sitting at 18%, which is well below where it should have been for the category.
- No clean segmentation in place, which meant every email was being sent to the same broad list regardless of buyer behaviour or product interest.
Strategy
Rebuilt the segmentation from the ground up. Broke the list into buyer behaviour, product category interest, and recency cohorts, which gave every subsequent email the option to be relevant instead of generic.
Rewrote the copy across four core flows: welcome, abandoned cart, post-purchase, and winback. Original copy was repetitive, dull, and consisted of no more than the same product images being sent out over and over. New copy leaned into product education and the brand's tone. For beauty specifically, education converts better than offers after initial purchase.
Reworked the flow logic: tightened the welcome, added behavioural triggers to the abandoned cart, built a proper post-purchase sequence that got customers to buy a second time, and rebuilt the winback to actually identify dormant customers worth reactivating rather than emailing everyone who hadn't bought in 60 days.
Rolled the changes out over six months with monthly reviews on LTV, repeat purchase rate, and per-flow revenue.
Results
+31%
LTV (6 months)
18% → 29%
Repeat purchase rate
$36k
Email-attributed revenue
UGC Creator Campaign for Fitness DTC: $186k Revenue on $42k Spend
Goals & Targets
A Shopify fitness clothing brand was seeing sales lag and wanted to test UGC as a way to improve ad performance. They had a shortlist of five creators they'd contacted but not yet worked with. Goal was to build a UGC-led ad campaign that could outperform their current studio creative and grow their brand.
Challenges
- Five creators were contacted but had not been briefed, nor were scripts written.
- No internal team to build the campaign around the content, meaning that every part of the workflow (briefs, scripts, content review, ad structure) was tasked to me.
- Mixed creative types needed: the brand wanted both product education (longer, soft-sell, builds trust) and offer-led creative (shorter, conversion-focused) running at the same time.
Strategy
Began by researching the five creators, understanding the style and tone of their content, as well as their audience.
Wrote individualised briefs for each creator. Some performed better at product education and got scripts that leaned that way, while others were more suited to offer-led content.
Built the ad structure around content type rather than around creators, so product education ads ran in their own ad set targeting cold and warm audiences while offer-led ads ran separately at the conversion end of the funnel. This kept each creative type measurable on its own terms and prevented one from cannibalising the other.
Ran the campaign over four months with weekly review on ROAS and CPA, scaling spend toward the winners and removing the underperformers.
Results
4.4x
Blended ROAS ($186k / $42k)
5.3x
Winning creative ROAS
$38 → $24
CPA reduction
LinkLoop
LinkLoop is a coordination layer for NDIS support teams. Built deliberately small with no CRM, no rostering, no payments. I was asked to implement simple referral tracking, a shared participant timeline, and visible invoice lifecycles for teams that don't need/want an all-in-one platform. Designed and built using Claude Code, Next.js, TypeScript, Tailwind, and Supabase.
Main Stage
