B2B SaaS · 9 months
Cut spend, kept pipeline
Killed 60% of the keyword set, rebuilt around bottom-funnel intent, moved reporting to qualified opportunities.
−38%Cost per opportunity
01 — About
Marketing that survives contact with a spreadsheet.
Fifteen years building acquisition programmes — four in-house, eight on the agency side. I've shipped campaigns for early-stage SaaS, DTC brands with real inventory problems, and one very patient B2B manufacturer.
Most engagements start the same way: someone is spending money they can't attribute. I find where it's leaking, fix the measurement first, then rebuild the spend around what's genuinely working. It's less glamorous than a rebrand and considerably more profitable.
I work with a small number of clients at a time, directly. No account layer, no handoff to a junior after the pitch.
02 — Services
Four things, done properly.
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Paid acquisition
Search, social, and the channels nobody wants to audit
Account restructure, creative testing cadence, and a bidding approach that isn't just whatever the platform recommended. Reported against contribution margin, not ROAS theatre.
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Marketing
Email and retention flows that earn their send
Onboarding, winback, and post-purchase sequences mapped to the actual buying cycle. Fewer sends, better ones.
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SEO
Analytics you can defend in a board meeting
GA4 and server-side tracking set up so the numbers reconcile. Incrementality testing where the budget justifies it, clean UTM discipline where it doesn't.
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Training
Workshops for teams taking it back in-house
Practitioner-level sessions for freelancers and agency staff. Real accounts, real briefs, no slideware about the funnel.
03 — Selected work
Three that moved.
DTC homeware · 14 months
Fixed the second purchase
Post-purchase flow rebuilt around replenishment timing rather than a generic 30-day nudge.
2.1×Repeat rate, year one
Manufacturing · 6 months
Made the data trustworthy
Server-side tracking, one source of truth, and a weekly report the sales director stopped arguing with.
100%Channel reconciliation