About me

I didn’t just start in “marketing”, I started obsessed with data and efficiency.
How do campaigns actually work? Where does budget get wasted? How do you scale
spend while maintaining profitable CAC? Those questions led me into paid advertising,
and I’ve spent 7+ years answering them.

Over that time, I’ve managed $150M+ in advertising budgets across every major platform:
Google Ads (Search, Shopping, Performance Max), Meta (Facebook, Instagram), YouTube,
Amazon DSP, and programmatic platforms like DV360, The Trade Desk, and Amazon Display.
I’ve worked with Netflix scaling streaming campaigns, Shopee optimizing e-commerce
performance, Lazada expanding regional markets, Dyson launching new products, and dozens
of D2C brands fighting for profitable customer acquisition.

What I’ve learned is this: Most brands fail at advertising not because they lack budget,
but because they optimize for vanity metrics (impressions, CTR, ROAS on campaign level),
misunderstand attribution, and build teams around the wrong skill sets. My job is to fix that.