Every proficiency claim below is tied to a specific engagement or deliverable — including the one area where I am still developing.
Competency group
Meta Ads (Facebook & Instagram)
Advantage+ funnels engineered to a sub-$8 CAC target; weekly creative refresh cadence.
Google Ads (Search & Performance Max)
Search and PMax campaigns for service and lead-gen clients with conversion tracking.
TikTok Ads
Short-form creative strategy and paid amplification of proven organic hooks.
Retargeting & audience segmentation
Stage-split prospecting, retargeting and retention budgets with explicit pacing rules.
Budget allocation & pacing
Weekly reallocation against per-market CAC and ROAS rather than blended averages.
Competency group
Google Analytics 4
Event and conversion instrumentation across client funnels.
Google Tag Manager
Tag, trigger and variable architecture with UTM governance.
Meta Pixel & Conversions API
Server-side event mapping to recover post-iOS attribution.
Looker Studio reporting
Client-facing dashboard packs on a weekly cadence, opened by clients directly.
A/B & multivariate testing
Hook-rate gating framework; every variant logged win/loss to a shared library.
Competency group
Creative direction (UGC & motion)
166 designs and 22 reels in a single campaign cycle; 100+ designs per quarter sustained.
Ad copywriting
Angle libraries with AI-assisted variation and human brand-voice control.
Landing page & CRO
Localised landing experiences per market; stage-level drop-off instrumentation.
Brand systems
Six public sub-brands shipped under a single design system.
Competency group
n8n workflow automation
Growth-OS lifecycle pipeline with queueing, admin console and audit trail.
CRM & lifecycle marketing
GoHighLevel pipelines, lead scoring, WhatsApp conversion sequences.
AI agents & prompt engineering
OpenAI and Gemini agents for briefing, copy variation, research and reporting.
Marketing ops & documentation
Documented handover to an internal owner before every engagement exit.
Competency group
Remote collaboration
Fully remote since 2019 across BD, US and UK time zones.
English communication
Client-facing strategy, reporting and stakeholder presentation in English.
German market knowledge
Actively studying German market benchmarks, GDPR/consent norms and language basics.