Six problems worth showing.

Everything that must exist before the first euro of spend

Fractional CMO · Skincare · D2C launch

A skincare brand launching direct-to-consumer while already selling through an established retail network. The brief was not a campaign. It was building the operating structure a D2C business needs before the first euro of media spend.

The account was not underperforming. It was under-reporting.

Audit & measurement · Cosmetics e-commerce

I took over an account where reported conversions did not match backend orders, which made the performance data unusable for decisions.

Age was not the segmentation. Discretion was.

Consumer research · Health supplements

Three research-based personas across age cohorts, for a supplement brand in a category where buyers rarely discuss the problem out loud.

One brand. Four markets. Four different problems.

Paid media · Sports merchandise · Four markets

Paid acquisition across four markets — Romania, Hungary, Czech Republic and Poland — for a licensed sports merchandise retailer running a multi-market Shopify setup.

Every sale was rented. Now some of it is owned.

Lifecycle & email · Supplements e-commerce

A supplements retailer relying entirely on paid traffic, with no owned audience at all.

A plan the team could actually run.

Strategy · Interior design studio

An interior design studio working on premium residential, commercial and hospitality projects needed a marketing plan it could execute in-house, without an agency.