Growth Marketing · Performance Ads · AI-Assisted Systems
I turn ad spend into measurable revenue.
Now taking on consulting and advisory engagements for Q2 2026.
Full-funnel performance marketing across Meta, LinkedIn & Google. I've driven $26M+ in trackable conversion value — consistently delivering ROAS that outpaces benchmarks by 3–10×.
414×
Peak ROAS
$26M+
Value driven
25M+
Emails sent
Data obsessed.
Results driven.
I'm a performance marketing consultant specialising in B2B and ed-tech growth — building full-funnel systems that generate measurable, compounding revenue.
Since 2024, I've been teaching Digital Marketing and leading the Digital Marketing & AI Programme at AAB University — stress-testing my own frameworks rigorously enough to present them as curriculum, and staying at the frontier of AI-assisted campaign methodology. I'm now taking on a select number of consulting clients.
Previously, at a global ed-tech company, I scaled LinkedIn advertising to 414× ROAS — managing $63k in spend that generated $26.3M in conversion value across 51 campaign groups, 230+ campaigns and 1,500+ ads simultaneously.
At 12min, I rebuilt the mobile app's BOFU funnel, taking PPS-to-Purchase conversion from 6.7% to 10.3%, and ran a 25M+ contact email system across three languages.
I work at the intersection of creative intuition and analytical rigour — using AI-assisted workflows to test faster, attribute more precisely, and build systems that scale without proportional headcount growth.
My approach: audit first, build systems second, report against OKRs, iterate relentlessly.
Case Studies
The work that speaks for itself.
Specific numbers from real campaigns. Details shared under NDA on request.
Ed-Tech Platform · LinkedIn Ads · 2022–2024
Scaling to $26M in Conversion Value
Managed full-funnel LinkedIn campaigns for an international ed-tech brand, optimising from awareness through to conversion with strict CPA targets.
414×
ROAS
$26.3M
Conversion value
40,147
Conversions
$63.7k
Total spend
Ed-Tech Platform · Brand + Lead Gen · LinkedIn
854× ROAS on Lead Gen. 255× on Brand.
Split-tested brand awareness and lead generation objectives on the same platform, proving that upper-funnel investment compounds downstream results.
854×
Lead gen ROAS
255×
Brand ROAS
5,900+
Conversions
$0.57
CPC
12min · Meta Ads + Email · Brazil / US / Europe
Mobile Growth: 130% of Goal, Funnel Rebuilt
Rebuilt the acquisition funnel for a mobile reading app across three markets, integrating paid social with lifecycle email to drive subscriptions.
130%
vs subscriber goal
10.3%
Conversion rate
R$5.26
CPS (iOS)
122%
BOFU uplift
Fitonomy · Meta Ads + Product Strategy
E-Commerce + Product: 12× ROAS
Led performance marketing and product growth for a fitness app, combining paid acquisition with retention-focused product strategy.
12×
Avg ROAS
$0.23
CPI
770k+
Installs
54%
Loyal users
Scope of Impact
What the numbers actually say
$26M+
In trackable conversion value generated across LinkedIn, Meta and Google — from $700k+ in managed ad spend.
ED-TECH + 12MIN + FITONOMY
854×
Peak ROAS achieved on a LinkedIn lead generation campaign — 5,907 conversions from $5,644 in spend.
ED-TECH · LINKEDIN · LEAD GEN
25M+
Email sends managed across multilingual automation sequences — PT, EN and ES — for 12min's subscriber base.
12MIN · ACTIVECAMPAIGN
1,500+
Individual ad creatives managed simultaneously within a single LinkedIn Campaign Manager account.
ED-TECH · LINKEDIN ADS
Lifecycle Marketing
Lifecycle marketing at scale
At 12min, I owned the entire email marketing operation — from single-send promotional campaigns to complex, behaviour-based automation flows serving audiences across three languages and multiple subscription tiers.
I built conditional logic automations that branched based on subscription plan status, engagement signals and funnel stage. The systems I designed were still running and generating revenue well after the initial build — a sign they were architected for durability, not just quick wins.
Top campaigns reached 59% open rates. The main onboarding automation had 33,000+ live contacts at any given moment. The churn recovery flows ran across PT, EN and ES markets simultaneously. Across the full system: over 25 million sends managed.
24.8M
BROADCAST SENDS
59%
PEAK OPEN RATE
18.4%
AVG OPEN RATE
33k+
LIVE AUTOMATION CONTACTS
Active Automation Flows Built
Onboarding Sequence (PT / EN / ES)
Plan-conditional branching logic · Timezone-aware delivery · 33,000+ contacts in queue
Post-Trial Conversion Flow
Free-to-premium upgrade triggers · Segmented by book completion behaviour · Churn prediction signals
Churn Recovery (Pos_Churn)
Re-engagement series active in 3 languages · Win-back offer sequencing · Segment-specific messaging
Promotional Campaigns
Black Friday, Cyber Week, seasonal events · A/B subject line splits · 100k–190k list segments
Welcome & User Activation
Transactional welcome series · 66%+ open rates on key sends · Embedded feedback loops
Systems thinking.
Not one-off campaigns.
Most marketers optimise for clicks. I optimise for compounding systems — where every campaign, every test, and every report makes the next one better.
I work in 90-day cycles tied to business OKRs. Every week has a clear report. Every month has a deep-dive. Every quarter has a strategy review.
The goal isn't just performance — it's building a growth machine that keeps running.
Audit & Attribution First
Before spending a dollar, I map your current tracking, attribution windows, and conversion definitions to find where data is leaking.
Audience & Funnel Architecture
Build audience segments, creative angles, and funnel stages based on your actual customer journey — not assumptions.
Systematic Creative Testing
Structured A/B and multivariate testing across headlines, visuals, and CTAs with statistical rigor.
OKR-Tied Reporting & Iteration
Every campaign ladders up to business OKRs. Weekly reviews, monthly deep-dives, quarterly strategy shifts.
Speaking & Teaching
Sharing what actually works
I speak at conferences and teach at AAB University. The topics I cover are rooted in real campaigns and real results — not theory.
Performance Marketing Fundamentals
From attribution models to campaign architecture — building paid systems that actually compound.
AI-Assisted Marketing Workflows
Using AI for creative generation, audience research, and campaign optimisation at scale.
Growth for Startups & Scale-ups
Real-world frameworks for founders scaling from first dollar to $1M+ in ad spend.
Email & Lifecycle at Scale
Building automation systems that drive retention, re-engagement, and LTV.
Let's Work Together
Ready to turn your ad spend into real, measurable revenue?
Whether you're scaling a SaaS product, a mobile app or an e-commerce brand — I'd love to hear where the growth blockers are and whether I can help.