The long view
Growth strategist working across acquisition, measurement, lifecycle and experimentation. Ten years running the accounts. Two years teaching the frameworks behind them.
I started in performance marketing, running accounts one channel at a time. What kept pulling my attention was never the channel. It was the joins. What happens before the click, what happens after it, and whether the numbers in between describe anything real.
Since 2024 I have taught Digital Marketing and led the Digital Marketing & AI Programme at AAB University. Teaching forced me to make those frameworks explicit, test them, and explain why they work. A room of students does not accept “because it works”. That is a harder standard than most client relationships apply, and it improved the frameworks.
At a global ed-tech company I scaled LinkedIn advertising to a reported 414× ROAS in July 2024. $63.7k of counted spend against $26.3M of advertiser-assigned conversion value, across 51 campaign groups, 230+ campaigns and 1,538 ads running at once. The number I would rather be judged on from that account is $0.30 per conversion on bottom-funnel retargeting.
Before that I rebuilt a subscription app’s bottom-funnel conversion path from 6.7% to 10.3%, hit 130% of the Q4 subscriber target, and ran a 25M+ send lifecycle email operation in Portuguese, English and Spanish at a 0.80% bounce rate. At Fitonomy the role crossed marketing and product, which is where I learned that an acquisition number is only worth what retention does with it.
I diagnose. I challenge. I build. I measure. Then I tell you what I would change first.
The mountains on this site are not decoration. They are where I go to think, reset and get away from dashboards. I ride off-road motorcycles, I co-founded an adventure tour company in Kosovo, and outside work I am usually looking for the same thing. A road, a mountain, and somewhere with no signal.
One of the largest universities in the Balkans. I teach across four programmes and lead the Digital Marketing & AI curriculum. A room that keeps asking why is a harder audience than most clients.
Tell me what you are running and what you wish you knew. I will tell you straight whether I can help.
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