Fractional CMO · E-commerce
Most brands don't have an ads problem. They have a problem understanding who buys.
I research the buyer, build the strategy, put the operating structure underneath it, and then run the campaigns. In that order.
What I do
I manage the whole process across four stages: consumer research, strategy, marketing infrastructure, and campaign implementation. Most agencies sell you one of these and assume the rest exists. It usually doesn't, which is why the campaigns underperform and nobody can explain why.
01
The buyer
Consumer behaviour on a socio-psychographic level: values, social context, perceived risk, and what actually triggers the decision to buy. Online and offline, which matters more than it sounds. Behaviour at a shelf follows different rules than behaviour in a feed.
02
Strategy
Positioning, messaging architecture, channel roles and a phased roadmap. Written as an operational plan a team can run, not a deck that sits in a folder.
03
Infrastructure
The measurement stack, the commercial decisions that must be owned before spending starts, the promotional calendar and the creative briefing protocol. This is the part most brands skip, and it is why campaigns end up improvised month to month.
04
Implementation
Google Ads (Performance Max and standard), Meta Ads, TikTok Ads, plus email and lifecycle flows in Klaviyo. Including multi-country Shopify setups across Central and Eastern Europe.
Underneath all four: measurement
Underneath all four: measurement
Before I make any performance claim, I validate GA4 and platform-level conversion tracking against backend orders. On most accounts I take over, the reported numbers and the real numbers are not the same, and every decision downstream is built on a signal that isn't real.