Expertise

Areas I work across

The full map of performance marketing I work in and keep studying, from fundamentals and measurement to platforms, creative, lifecycle and analytics.

Client work so far has centred on Google, Meta, LinkedIn, TikTok and Reddit Ads, conversion tracking and landing pages. The case studies show that work with real numbers. The rest of this list is the wider discipline I draw on and continue to build.

Foundations

  • Marketing & Business Fundamentals
  • Consumer Psychology & Buyer Behavior
  • Funnel & Customer Journey Mapping
  • Offer, Positioning & Value Proposition
  • Metrics & Unit Economics (CAC, LTV, ROAS, MER, AOV, payback, contribution margin)
  • Media Math & Budgeting Fundamentals

Measurement & Data Infrastructure

  • Tracking Fundamentals (pixels, events, params)
  • Google Tag Manager & Server-Side Tagging
  • GA4 & Analytics Platforms
  • Conversion APIs / Server-Side Tracking (CAPI)
  • Attribution Models & Windows
  • Privacy, Consent & Compliance (GDPR, ATT, Consent Mode v2)
  • First-Party Data & CDPs

Audience & Targeting

  • Audience Research & Segmentation
  • Targeting Strategy (interest, behavioral, contextual, lookalike, custom)
  • Customer Data & List Building
  • Retargeting & Lifecycle Intersection

Platform Mastery

  • Google Search Ads
  • Performance Max & Shopping (Merchant Center, feeds)
  • Google Demand Gen & Display
  • YouTube Ads
  • Meta Ads (FB / IG)
  • TikTok Ads
  • LinkedIn Ads
  • Pinterest Ads
  • X (Twitter) Ads
  • Reddit Ads
  • Snapchat / Quora / Other Social
  • CTV & Streaming (JioHotstar, Hulu, etc.)
  • Programmatic & DSPs (DV360, Trade Desk)
  • Retail Media (Amazon, Flipkart, etc.)
  • App Marketing (UAC, ASA, MMPs)
  • AI-Native & Emerging Platforms (ChatGPT, Perplexity, etc.)

Creative

  • Creative Strategy & Frameworks (hooks, angles)
  • Ad Copywriting & Messaging
  • Creative Production & UGC Pipeline
  • Creative Testing Systems

Optimization & Post-Click

  • Landing Pages & CRO
  • Bidding, Budgets & Automation (Smart Bidding logic)
  • Testing & Experimentation Methodology
  • Scaling Frameworks

Lifecycle, Owned Channels & Automation

  • Email Marketing (deliverability, ESPs, campaigns vs flows)
  • SMS & WhatsApp Marketing (compliance, RCS, conversational commerce)
  • Push Notifications & In-App Messaging
  • Marketing Automation & Journey Design (triggers, drip logic, behavioral flows)
  • CRM, Retention & LTV Expansion (cohorts, churn, winback, loyalty)
  • Referral & Affiliate Marketing
  • Paid ↔ Owned Integration (suppression, audience sync, retention-fed lookalikes)

Advanced Measurement & Strategy

  • Incrementality Testing
  • Marketing Mix Modeling (MMM)
  • Full-Funnel & Media Planning
  • Data Analysis & SQL
  • Dashboarding & BI (Looker Studio, etc.)

Meta-Skills / Professional

  • AI & Automation for Marketers (scripts, APIs, n8n/Zapier, bulk ops)
  • Client, Stakeholder & Reporting
  • Account Ops & Hygiene (naming, structure, QA)
  • Competitive Intelligence
  • Staying Current & Testing Culture

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