Personal profile
Data-driven digital marketing leader with six years of experience scaling PPC, paid social, and affiliate programs across e-commerce and lead-gen brands. Proven track record of delivering revenue growth, reducing acquisition costs, and building high-performing marketing strategies for fast-paced, performance-driven environments. Skilled in managing multi-million pound budgets and partnering with agencies to drive measurable results.
Skills
Affiliate marketing
Paid social (Meta, TikTok)
A/B testing and optimisation
GA4, Looker Studio, BigQuery
Budget forecasting and pricing
Team leadership and mentoring
Project and campaign management
Stakeholder and client management
Performance reporting and insight analysis
Feed management and product optimisation
E-commerce and lead-gen acquisition strategy
PPC strategy (search, shopping, performance max)
Automation and bidding strategies (ROAS, CPA, PROAS)
Google Ads, Microsoft Ads, Meta Ads Manager, TikTok Ads
Professional experience
Pharmacy2U Ltd | Leeds, United Kingdom
Digital Marketing Lead
August 2023 - August 2025
Expanded profitable product coverage by 650% using a PROAS-driven profitability framework and dynamic product feed optimisation.
Managed, coached, and upskilled junior marketers, implementing best-practice workflows that increased team output and reporting efficiency.
Led full-funnel PPC, paid social, and affiliate strategy, managing £600k monthly budgets, and coordinating with external agencies to deliver scalable performance.
Tripled lead-generation revenue while maintaining target CPA through structured funnel redesign, audience experimentation, and new customer acquisition modeling.
Increased e-commerce revenue by 24% year-over-year, improved ROAS by 44%, and reduced CPA by 20% through advanced bidding, segmentation, and creative optimization.
Journey Further | Leeds, United Kingdom
PPC Manager
August 2019 - July 2023
Drove up to 95% YoY revenue growth via advanced account restructuring, automation adoption, and continuous CRO-aligned optimization.
Fast-tracked from Executive to Manager through strong performance, client impact, cross-channel collaboration, and leadership contributions.
Built insight-driven reporting dashboards in Looker Studio, BigQuery, and Supermetrics to streamline performance tracking and improve client decision-making.
Owned PPC strategy across Search, Shopping, Performance Max, Display, and YouTube for brands including CASIO UK, Eurochange, NM Money, and Free People.
Managed monthly budgets of up to £200k, and consistently delivered growth targets while maintaining stable ROAS/CPA across e-commerce and lead-gen clients.
Wavegarden Scotland | Edinburgh, United Kingdom
Marketing Assistant
May 2019 - August 2019
Created and scheduled digital content that enhanced audience reach and strengthened brand presence across key channels.
Collaborated with senior marketers to support launch plans, event coordination, and early-stage customer acquisition initiatives.
Used analytics tools to track performance and provide actionable insights for optimization.
Assisted in campaign execution and reporting, improving engagement through targeted messaging, and consistent brand alignment.
Supported multi-channel marketing activities across social media, content, email, and brand communications for a high-growth outdoor leisure brand.
Education
Heriot Watt University | Edinburgh, United Kingdom
MA Economics and Business Management (2:1)
June 2017
References
References available upon request.