The numbers below are real, and where stated, independently assessed. They are the reason clients bring me in.
Founded and led the full in-housing of Bayer's biddable media technology as sole decision-maker: ad server, search accounts, and programmatic buying platform moved from agency to internal control across 28 markets. Independently assessed efficiency and effectiveness gain of EUR 12M over 18 months.
Led the full in-housing of Kaspersky's media buying and implemented Nielsen/Visual IQ attribution as one of their first global clients at full scale. Brand ROI improved from 0.23 to 0.51 and performance ROI from 0.72 to 1.56, with EUR 25-33M tracked revenue delivered annually from a EUR 15-20M budget.
Conceived and led a predictive analytics platform combining search, weather, and healthcare data on Google AI and Cloud infrastructure to forecast demand ahead of time. Delivered 28% cost savings and 33% effective value uplift, scaled to 3 categories, 6 brands, and 10 markets, and featured by Google on ThinkWithGoogle.
Designed and implemented Value Based Bidding across Bayer's biddable ecosystem, connecting analytics and conversion values to the media stack. Scaled to 10 markets with full automation, delivering 40% more efficient results for goal-based campaigns.
Built Bayer's global digital media capability from scratch as the first dedicated expert, overseeing EUR 60M in media spend across 28+ markets and 4 regions, owning the global Google partnership and the agency operating model.
Founded the Open Office Hours programme, educating 450+ marketers across markets. Within 18 months, over half of all case studies were presented by internal teams, evidence of real capability adoption rather than training theatre.
Independent practice since April 2025, serving enterprise and small business clients.
Inherited a historically mismanaged paid search setup and turned it around in 3 months: restructured the account, launched new campaigns, lifted KPIs to a commercially viable level, and connected Search to website analytics for proper measurement.
Restructured a paid search account for an electrical services business: halved cost-per-click, raised click-through rate by 24%, and implemented analytics goal tracking so results stay measurable.
Rebuilt the account structure for a retail business, more than doubling Google Ads Quality Score from 3 to 7, with direct impact on auction costs and ad visibility.
Tell me about your media operation and I will tell you where the upside is.