Professional Focus

I help brands and ecommerce teams convert marketing and media data into decisions—what to fund, what to fix, and what to stop. The practice sits at the intersection of digital marketing, media measurement, and marketing science: structured diagnostics, performance analytics, and recommendations that can be executed in the next planning cycle. The emphasis is channel-agnostic measurement quality, not loyalty to any single media platform.

Experience

Fifteen years in marketing and communications, including nearly five years concentrated on attribution, media measurement, and performance analytics. Experience spans agency strategy and commercial P&L leadership, as well as hands-on freelance ecommerce and paid media operations. The result is fluency in both executive narrative and technical analysis pipelines, including Python-based reporting and automation. Engagements typically cover efficiency diagnosis, tracking integrity, and decision packs that commercial and growth teams can implement without handing over account control.

Approach

The work is measurement-first, not dashboard theatre. Projects diagnose efficiency gaps, tracking consistency issues, and funnel quality constraints, then return ranked findings, plain-language rationale, and concise action notes. The standard is marketing science that improves evidence quality and decision speed—clearer inputs, tighter scope, and faster prioritisation. Account implementation remains with the client unless a separate operating scope is agreed.

Capabilities

- Media measurement, attribution logic, and performance diagnostics across paid digital channels
- Search and social efficiency reviews, including waste identification and prioritised remediation lists
- Tracking and conversion consistency checks that protect reported-result integrity
- Ecommerce performance analytics across storefront funnels, efficiency ratios, and conversion quality
- Marketing science support: KPI design, light experiment readouts, and A/B interpretation where data allows
- Python automation for recurring reports, dashboards, and decision packs
- Catalog and contribution-style profitability views when ecommerce economics are in scope

Credentials

- Google Ads Measurement Certification
- Google Analytics Certification
- Meta Certified Media Measurement Specialist
- Google Data Analytics Professional Certificate
- IBM Data Science Professional Certificate
- Google Digital Marketing and E-commerce Professional Certificate

Working Style

Scope and timeline are fixed before work begins. Deliverables emphasise structured diagnostics, plain-language findings, and decision-ready tables or charts rather than slide-heavy theatre. Default boundary: analysis and recommendations; hands-on account operation only when separately scoped. English for international clients; Mandarin available when required. For digital marketing and media measurement clarification before scaling spend, or a compact marketing science pack the team can execute, browse available services or send the data stack and objective—fit is confirmed quickly before any engagement expands.