About me

I technically started my career on a construction site. In the on-site office of the construction site of Grey Coat Hospital school in 2006, to be exact.

Not in marketing. Not in tech. I was interning with Bouygues UK, learning the basics of structural engineering, and watching a school founded in 1956 undergo redevelopment.

Then I tried my hand at consulting and auditing at PwC, where I completed another internship, learning the basics of mergers & acquisitions and market entry. Neither of those things looked like a path into digital marketing. But they taught me something I still use: how to spot whether a plan will survive contact with reality.

I didn’t plan to end up in marketing. I stumbled into it.

I ran a record label for six years while studying. I had to figure out product management, release schedules, budgets, licensing, PR, and sales all at once. There was no playbook. Just decisions that either worked or didn’t.

That’s where I learned to think commercially.

After that, I worked in gaming and kids’ entertainment at companies like Snatch, PlayStack, and Coolabi Group. I ran campaigns for mobile and console games, TV shows, books, stage productions, and metaverse projects (remember the metaverse?).

Those roles forced me to understand audiences, not just target them. I had to figure out what made people act, not just click.

Then I moved agency-side.

I’ve spent the last few years at Nutcracker Agency, working my way from Digital Marketing Manager to Digital Marketing Lead. I run the full stack now: PPC, SEO, CRO, analytics, privacy, AI implementation, and operations.

I’ve built personalisation frameworks. Fixed broken attribution models. Rebuilt tracking after migrations went sideways. Turned chaotic content plans into a predictable pipeline.

I don’t theorise about marketing. I do the work.

And I’m currently finishing an MSc dissertation on balancing privacy and performance in personalised marketing because I wanted to understand the mechanics properly, not just follow what everyone else was doing.

Why I’m writing this newsletter

Most marketing advice is written by people who don’t carry accountability. It’s full of hype, tactics without context, and strategies that assume you have unlimited resources, clean data, and leadership alignment.

I’ve never had any of those things.

So I write about what actually works when you’re held accountable for outcomes but operating inside imperfect conditions. I write about decision clarity, privacy-conscious performance, operational discipline, and commercial practicality.

This isn’t about inspiration. It’s about helping you think more clearly about the work.

What you’ll get if you subscribe

Bi-weekly breakdowns that cut through the noise and give you something you can actually use. You’ll get:

• Frameworks you can apply immediately, not theory, but practical tools for making better decisions under pressure.

• Honest diagnostic questions, not the uncomfortable ones that expose whether a strategy will actually work in your environment.

• Privacy and AI guidance that’s commercially grounded in how to use tools responsibly without killing performance or creating risk.

• Operational clarity on how to build systems that turn chaotic teams into predictable growth engines.

• Real examples from the work I do and what actually happened when I fixed broken funnels, rebuilt attribution, or shifted SEO strategy from volume to intent.

No fluff. No vendor pitches. No performative thought leadership. Just clear thinking from someone who’s doing the job, not just talking about it.

If you’re working in marketing and are tired of advice that ignores the reality of your job, you’re in the right place.