Selected work · anonymised
The thinking behind
the marketing work.
Business cases about identifying the right problem, making the strategic call, and building work that moves something forward. Organisation names and non-essential details are withheld.
Four bodies of work, eleven focused cases
Browse an experience first, then open a case about one business problem and my contribution to it.
Problem → strategy → execution → outcome
Creator operations
Creator operations across markets.
Global consumer brand
2 case studies · content analysis and data operations
Marketing operations
Making marketing operations easier to audit and learn from.
International news publisher
2 case studies · campaign audit and data retention
Growth systems
Building growth systems with a small team.
Consumer marketplace
5 case studies · paid social, lifecycle, reporting
Customer marketing & business intelligence
Using data to steer demand and reactivate customers.
On-demand commerce platform
2 case studies · commercial intelligence and reactivation
What each story includes
Enough context to understand the decision.
- 01
The business context
What was happening, why it mattered, and the constraints in play.
- 02
The strategic move
The insight, hypothesis, or decision that changed the approach.
- 03
How it came to life
The work, collaborators, and iterations behind the result.
- 04
The evidence
The outcome, signal, or learning, with context rather than vanity metrics.