Performance Marketing Specialist
There is a gap between managing ad channels and owning performance. Most teams run campaigns. Fewer connect paid acquisition to tracking, creative testing, landing page quality, CRM handoff, and actual commercial outcomes. I work as a senior performance marketing consultant — hands-on in the platforms, but thinking across the full acquisition system.
The problem with most paid acquisition setups
Teams optimise channels in isolation. Google Ads has its own targets. Meta has a separate set of metrics. Nobody owns the cross-channel view. Reporting stays at the platform level — impressions, clicks, cost-per-click — while the business needs answers about CAC, payback period, and marginal returns.
Creative gets launched without a test framework. Landing pages are disconnected from what the ad promised. Attribution is either broken or ignored. CRM does not know which leads came from which campaign. And when budget conversations happen, they are political instead of evidence-led.
The result: money moves based on habit, not data. Spend goes up without a clear link to revenue. And the team has no system for figuring out what is actually working.
A consultant who connects channels to commercial outcomes
I work as a senior performance marketing specialist with cross-channel and commercial thinking. That means I do not just manage campaigns — I connect paid acquisition to the measurement, creative logic, landing page experience, and downstream data that determine whether spend turns into revenue.
This is not media buying in a vacuum. It is performance ownership: understanding what you are paying, what you are getting, and where the system breaks between click and conversion. If your performance marketing strategy needs a senior, hands-on operator who thinks beyond the ad platform, that is the gap I fill.
What I cover
I work across the full paid acquisition stack — not just the ad accounts, but everything that determines whether spend converts into business results:
- Google Ads — Search, Shopping, Performance Max, and YouTube. Campaign structure, bidding strategy, keyword architecture, and negative management tied to actual conversion quality, not volume.
- Meta Ads — Prospecting, retargeting, and Advantage+ setups. Audience strategy, creative testing frameworks, and hands-on management that connects spend to outcomes beyond in-platform ROAS.
- Tracking and attribution — Server-side tagging, conversion API setup, GA4 configuration, and offline conversion imports. If your data is wrong, your decisions are wrong.
- Landing page and funnel feedback — Reviewing what happens after the click. Page speed, message match, form friction, and conversion rate analysis to close the gap between traffic and revenue.
- Creative test logic — Structured testing plans for ad creative: isolating variables, running proper sample sizes, and documenting what you learn so creative improves systematically instead of randomly.
- Budget allocation — Moving spend based on marginal return, not last month's split. Channel-level and campaign-level allocation tied to incrementality and business-stage priorities.
- CAC and payback thinking — Connecting acquisition cost to customer lifetime value and payback period so you know whether growth is profitable, not just busy.
How I work
Step 1: Audit — I review your ad accounts, tracking setup, landing pages, and reporting. The goal is to find where money is being wasted, where measurement is broken, and where the biggest gains sit. This often starts as an Audit & Strategy Sprint.
Step 2: Strategy — I build a prioritised plan that connects channel tactics to business targets. This includes budget allocation, audience strategy, creative testing plans, and measurement fixes — ranked by expected impact.
Step 3: Execution support — I work hands-on inside the ad platforms, implementing changes, launching campaigns, and managing spend. This is not a deck that gets handed off — it is direct, in-platform work.
Step 4: Test system — I set up a structured experimentation cadence: creative tests, audience tests, landing page tests, and bid strategy tests. Every test has a hypothesis, a clear metric, and a decision framework.
Step 5: Reporting tied to business outcomes — Weekly and monthly reporting that answers business questions — not platform vanity metrics. CAC by channel, blended ROAS, payback period, and budget efficiency are the numbers that matter.
Proof of approach
I have managed paid acquisition across Google, Meta, programmatic, and affiliate channels for companies ranging from early-stage startups to scaling European fintechs and ecommerce brands. The work has spanned campaign architecture, conversion tracking overhauls, creative testing systems, and budget reallocation that moved spend toward channels and campaigns with measurable commercial returns.
The approach is always the same: fix the data first, then optimise the spend, then build the system that keeps improving after I step back. You can see examples of the kind of outcomes this approach delivers.
Who this is for
This is for teams that have ad spend running but lack the senior, hands-on performance marketing expertise to make it work harder. Specifically:
- Founders — You are spending on ads but cannot tell whether it is profitable. You need someone who can get into the accounts, fix what is broken, and connect spend to revenue.
- Heads of growth — You have a team executing campaigns but need a senior specialist to raise the quality of strategy, measurement, and experimentation across channels.
- Lean marketing teams — You need senior, hands-on support without hiring a full-time head of performance. A consultant who operates at the strategic and execution level simultaneously.
- Companies with spend but weak system quality — You are investing in paid channels but tracking is unreliable, creative testing is ad hoc, and budget allocation is based on gut feel instead of evidence.
FAQs
Are you a freelancer or fractional lead?
Closer to fractional. I operate at the level of a senior performance marketing lead — owning strategy, execution, and measurement — but on a flexible engagement basis. I am not a junior contractor running a task list. I make the decisions that shape whether your paid acquisition works.
Do you run campaigns yourself?
Yes. I work hands-on inside Google Ads, Meta Ads, and analytics platforms. I build campaigns, manage budgets, set up tracking, and run tests directly. Strategy without execution is a presentation. I do both.
Can you work with our agency?
Absolutely. I often work alongside agencies as the senior performance layer on the client side — setting strategy, reviewing work, managing measurement, and holding the agency accountable to business outcomes instead of platform metrics.
Do you cover analytics too?
Yes. Paid performance and analytics are inseparable. I work with GA4, server-side tagging, conversion APIs, and offline conversion imports. If your tracking is broken, optimising campaigns is pointless — so I fix measurement as part of the engagement.
Do you focus on ROI or growth volume?
Both, but in the right order. Efficiency first — fix tracking, cut waste, improve conversion rates. Then scale — increase spend into what is proven to work at an acceptable CAC and payback period. Growth without profitability discipline is just burning cash.
Improve your paid growth
Book a quick intro call or send me a short brief. I'll review your paid acquisition setup and reply with next steps — no fluff, no hard sell.
Book a 30-minute Free Strategy Call
Use this call to pressure-test your current paid acquisition setup, ask questions, and see if it makes sense to work together.
Prefer email? Send a short brief.
Share a few details about your channels, current spend, and where you think performance is leaking. I'll reply personally.