Portfolio Revenue Governance
Managing large-scale paid search operations requires rigorous pacing models, bid architecture checks, and performance benchmarks to ensure capital is consistently deployed to high-return channels.
Unit Economics & Profitability Alignment
A high ROAS can be misleading if it doesn't account for true customer acquisition costs, gross margins, and lifetime value. Performance models must tie directly to bottom-line profitability.
Attribution & Tracking Rigor
Decisions are only as good as the underlying data. Building resilient tracking setups across Google Tag Manager, GA4, server-side events, and CRMs ensures accurate conversion reporting.
Cross-Functional Team Enablement
Leading media teams through clear process frameworks, ongoing skill development, and cross-departmental collaboration between paid media, creative, and analytics teams.