Available to hire
I’m a senior paid media professional with 15+ years of experience planning, managing, and executing end-to-end performance marketing campaigns across agency, client-side, and in-house environments. I’ve led large-scale, multi-market delivery across platforms including Meta, TikTok, LinkedIn, Snapchat, Pinterest, YouTube, Amazon, and retail media for global brands such as ASOS, Balenciaga, Amazon Music, and PepsiCo.
I’m hands-on across the full lifecycle—campaign planning, buying, optimization, and measurement—managing multi-million monthly budgets and delivering strategic retail media activations that reach millions of users. I also bring strong stakeholder leadership and process improvement, building onboarding playbooks, developing measurement and reporting frameworks, and scaling ways of working across teams to improve performance and efficiency.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Work Experience
Account Manager at Zyzyg y
January 1, 2026 - PresentManaged day-to-day paid social campaign activity for the global power tool brand Hilti across multiple markets, ensuring consistent performance and delivery against client objectives. Served as a key contact for client management, maintaining strong relationships and clear communication with the Hilti team. Led development of a comprehensive onboarding playbook to support Hilti’s transition of paid social operations to a newly established in-house team in Malaysia, ensuring a smooth and structured handover.
Account Manager at Syzygy
January 1, 2026 - PresentManaged day-to-day paid social campaign activity for global power tool brand Hilti across multiple markets, ensuring consistent performance and delivery against client objectives. Acted as a key client contact, maintaining strong relationships and clear communication with the Hilti team. Led development of an onboarding playbook to support Hilti’s transition of paid social operations to a newly established in-house team in Malaysia, ensuring a smooth and structured handover.
Retail Media Account Director at Superdrug s
January 1, 2025 - December 31, 2025Played a key role in building and scaling Superdrug’s retail media proposition, focused on monetising its 18M+ customer data base. Worked across an end-to-end ecosystem of media channels including on-site display (Superdrug website via Criteo), off-site social (Meta & TikTok), programmatic (The Trade Desk & Criteo Commerce Max), and in-store DOOH screens, enabling brands to target Superdrug’s customer base across the full funnel. Pitched the proposition to brand partners and managed end-to-end campaign delivery.
Senior Account Manager at In cubeta
January 1, 2025 - December 31, 2025Led paid social strategy for Marks & Spencer across Meta, TikTok, and LinkedIn, owning the client relationship and overseeing account delivery to the highest standard. Drove performance-focused, innovative campaigns while mentoring junior staff and contributing to revenue growth. Collaborated cross-functionally to ensure paid social activity aligned to the wider client strategy, and contributed to best-practice testing frameworks, team processes, and operational improvements.
Retail Media Account Director at Superdrugs
January 1, 2025 - December 31, 2025Played a key role in building and scaling Superdrug’s retail media proposition, focused on monetising their 18M+ customer database. Worked across onsite display (Superdrug website via Criteo), offsite social (Meta & TikTok), programmatic (The Trade Desk & Criteo Commerce Max), and in-store DOOH screens to enable brands to target Superdrug’s customer base across the full funnel. Pitched the proposition to brand partners and managed end-to-end campaign delivery.
Senior Account Manager at Incu beta
January 1, 2025 - December 31, 2025Led paid social strategy for Marks & Spencer across Meta, TikTok, and LinkedIn, owning the client relationship and overseeing account delivery to the highest standard. Drove performance-focused, innovative campaigns while mentoring junior staff and contributing to revenue growth. Collaborated with internal teams to ensure paid social activity aligned to wider client strategy, feeding into best practices, testing frameworks, and team processes.
Senior Account Manager at Incubeta
January 1, 2025 - December 31, 2025Led paid social strategy for Marks & Spencer across Meta, TikTok, and LinkedIn, owning the client relationship and ensuring high-standard account delivery. Delivered performance-focused, innovative campaigns while mentoring junior staff and contributing to revenue growth. Collaborated with internal teams to align paid social activity to broader client strategy and supported development of best practices, testing frameworks, and team processes.
Account Director at We Are Social
January 1, 2024 - December 31, 2024Identified process gaps across markets and partnered with local managers to address them. Built and implemented automation and dashboarding in Sprinklr to surface performance trends more efficiently for buyers across UK, ES, IT, and DE markets, reducing day-to-day dependence on the team for data access.
Paid Account Director at 1000Heads
January 1, 2024 - December 31, 2024Oversaw end-to-end strategy, activation, optimization, and reporting for Snapdragon’s Always On and key campaign activity, including high-profile partnerships with Samsung, Lenovo, Manchester United, and Formula One. Provided strategic support on new business pitches for ACCOR Hotels across European markets and supported Nature One Festival in Germany. Onboarded and developed the media strategy for Nails Inc’s product launch campaign across major retail partners in the US (Target & Walmart), UK (Superdrug), and Canada (Shoppers Drug Mart).
Retail Media Account Director at Superdrug
January 1, 2024 - December 31, 2024Built and scaled Superdrug’s retail media proposition with a focus on monetizing their 18M+ customer database. Worked across onsite display, offsite social (Meta & TikTok), programmatic (The Trade Desk & Criteo Commerce Max), and in-store DOOH screens to enable targeting of Superdrug’s customer base across the full funnel. Pitched the proposition to brand partners and managed end-to-end campaign delivery.
Paid Media Director at Cain & Abel
January 1, 2023 - December 31, 2023Led onboarding and delivery of the digital marketing scope following a new client win, covering paid media, organic, and website. Acted as a digital evangelist across the wider agency by identifying and developing opportunities to grow the digital offering with existing clients.
Director at We Are Social
January 1, 2023 - December 31, 2023Joined as Paid Lead to onboard the agency’s largest client win, Amazon Music, across five markets (UK, ES, FR, IT, DE). Led the central team, managed people, and established setup and processes across markets while working closely with creative teams. Developed overall strategy, ways of working, measurement framework, media plans, reporting templates, and a campaign playbook from the ground up. Served as the client-facing paid lead managing senior stakeholder relationships directly, and supported additional pitches and accounts alongside Amazon Music onboarding.
Paid Social Specialist / Director at Havas Media / We Are Social / Cain & Abel
January 1, 2023 - December 31, 2023Managed campaign activity across KIA and PayPal with a focus on media planning, reporting, campaign builds, and ongoing optimization. Joined as Paid Lead to onboard Amazon Music across five markets (UK, ES, FR, IT & DE), leading the central team, building setup and processes, and establishing overarching strategy, ways of working, measurement framework, media plans, reporting templates, and campaign playbook. Later, led onboarding and digital marketing delivery for Cain & Abel, covering paid media, organic, and website, and supported the broader agency as a digital evangelist to grow the digital offering.
Paid Social Specialist at Havas Media
January 1, 2023 - December 31, 2023Brought in to manage campaign activity for KIA and PayPal with a focus on media planning, reporting, campaign builds, and ongoing optimization.
Paid Media at Digital Natives
January 1, 2022 - December 31, 2022Provided comprehensive media planning and campaign support for Preime and Fulfil. For Preime, executed a multi-channel plan (Meta, LinkedIn, YouTube) targeting aesthetic professionals. For Fulfil’s ‘Life’s Wonderfuel’ campaign, developed a strategic media framework across GB and Ireland and managed scenario-based spending to manage and optimize channel performance.
Paid Social Manager at PepsiCo
January 1, 2022 - December 31, 2022Supported the in-house agency, Sip & Bites, developing and managing paid media strategy for PepsiMax, Walkers, and Tropicana across multiple channels. Delivered a dynamic, reactive campaign around the Women’s Euro 2022 tournament as PepsiMax’s official partner. Managed senior stakeholder relationships across the business, focusing on educating and enabling stakeholders to get the most from paid media activity.
Paid Social Manager / Paid Media at PepsiCo / Sip & Bites / Digital Natives
January 1, 2022 - December 31, 2022Supported the in-house agency Sip & Bites developing and managing paid media strategy for PepsiMax, Walkers, and Tropicana across multiple channels. Delivered a dynamic reactive campaign around the Women’s Euro 2022 tournament, where PepsiMax was an official partner. Managed senior stakeholder relationships, educating and enabling clients to get the most from paid media activity. Provided comprehensive media planning and campaign support for Prime and Fulfil, including multi-channel planning (Meta, LinkedIn, YouTube) and strategic scenario-based budget allocation across GB and Ireland with continuous performance optimization.
Paid Social Manager at PepsiCo (in-house agency: Sip & Bites)
January 1, 2022 - December 31, 2022Supported the in-house agency Sip & Bites developing and managing paid media strategy for Pepsi Max, Walkers, and Tropicana across multiple channels. Delivered a dynamic reactive campaign around the Women’s Euro 2022 tournament where Pepsi Max was an official partner. Managed senior stakeholder relationships and focused on educating and enabling clients to get the most from paid media activity.
Paid Media Director at Cain & Abel
January 1, 2022 - December 31, 2022Led onboarding and delivery of the digital marketing scope following a new client win, covering paid media, organic, and website work. Acted as a digital evangelist across the wider agency by identifying and developing opportunities to grow the digital offering with existing clients.
Director at We Are Social
January 1, 2022 - December 31, 2022Joined as Paid Lead to onboard the agency’s largest client win, Amazon Music, across five markets (UK, ES, FR, IT & DE). Led the central team, managed people, and established setup and processes across markets while working closely with creative teams. Developed overarching strategy, ways of working, measurement framework, media plans, reporting templates, and campaign playbook from the ground up. Served as client-facing paid lead managing senior stakeholder relationships directly and supported additional new business pitches alongside onboarding.
Paid Media Manager at Lucozade Ribena Suntory
January 1, 2021 - December 31, 2021Helped bring paid media buying in-house, saving hundreds of thousands of pounds per year in agency fees. Worked with the brand team to develop effective campaign strategies to maximize goals for each audience and brand. Planned, implemented, and evaluated paid media campaigns, using data and analytics to generate actionable recommendations to maximize campaign success.
Paid Social Specialist at Havas Media
January 1, 2021 - December 31, 2021Led onboarding of new clients including UKTV, De Beers, Bumble, and Badoo, and developed and managed paid media campaigns across multiple channels. Maintained strong client relationships through proactive stakeholder management, keeping clients informed on new platform features and tools to drive performance. Provided leadership and day-to-day support to a team of paid social executives and used an existing Havas relationship to consult on campaign activity for KIA and PayPal, focusing on media planning, reporting, and optimization.
Paid Media (Digital Natives) at Digital Natives
January 1, 2021 - December 31, 2021Provided comprehensive media planning and campaign support for Preime and Fulfil. For Preime, executed multi-channel plans (Meta, LinkedIn, YouTube) targeting aesthetic professionals. For Fulfil’s ‘Life’s Wonderfuel’ campaign, developed a strategic media framework across GB and Ireland and managed and optimized channel performance through scenario-based spending.
Paid Media Manager at Lucozade Ribena Suntory
January 1, 2020 - December 31, 2020Helped bring paid media buying in-house, saving the business hundreds of thousands per year in agency fees. Worked with the brand team to develop effective campaign strategies to maximize objectives across different audiences and brands. Planned, implemented, and evaluated paid media campaigns. Used data and analytics to develop actionable recommendations to improve campaign success.
Paid Social Manager at Zinc Network (Breakthrough Media)
January 1, 2019 - December 31, 2019Trained and upskilled the team in London and Pakistan. Created strategy and executed campaigns for organizations including the Red Cross and the United States Department of Justice. Supported management of company Facebook and Instagram pages to identify improvements to online footprint.
Paid Social Manager at Zinc Network (Break through Media)
January 1, 2019 - December 31, 2019Trained and upskilled team members in London and Pakistan. Created strategy and executed campaigns for the Red Cross, United States Department of Justice, and others. Assisted in managing the company’s Facebook and Instagram pages by identifying ways to improve online footprint.
Paid Media at iProspect
January 1, 2018 - December 31, 2018Managed VF brands including The North Face, Timberland, Wrangler, and Vans across Facebook, Instagram, and YouTube. Educated the client and developed an always-on strategy, covering strategy, execution, optimization, and reporting end-to-end.
Paid Media Director at Urban Nerds
January 1, 2018 - December 31, 2018Built strategy, execution, and reporting for campaigns. Supported the agency in strengthening its paid social proposition alongside existing social media influencer services. Served as the go-to person for digital marketing topics and provided ongoing training and support to teams.
Paid Social Manager at Charles Tyrwhitt
January 1, 2018 - December 31, 2018Built an always-on, performance-driven social strategy. Managed campaigns end-to-end. Aligned with key stakeholders to understand how social ads impact last-click sales.
iProspect
January 1, 2017 - December 31, 2017Managed VF brands including The North Face, Timberland, Wrangler, and Vans across Facebook, Instagram, and YouTube. Educated the client and built an always-on strategy, covering strategy, execution, optimization, and reporting end-to-end.
Paid Social Manager at BEAMLY / Mindshare
January 1, 2017 - December 31, 2017Managed paid social strategy and activation for luxury and professional brands including Chloé, Hugo Boss, Tiffany & Co., and more. At Mindshare, mentored and trained executives, built reporting and planning templates and systems to help them work faster and with more confidence, and created and activated campaigns for clients such as General Mills and AMEX.
Paid Social Manager at Mindshare
January 1, 2017 - December 31, 2017Mentored and trained executives, and helped them understand work demands and operating rhythms. Created reporting templates, planning templates, and supporting systems that improved speed and confidence. Created and activated campaigns for clients including General Mills and AMEX.
Paid Social Manager at BEAMLY
January 1, 2017 - December 31, 2017Managed paid social strategy and activation for luxury and professional brands including Chloé, Hugo Boss, Tiffany & Co., and others.
Paid Media at iProspect
January 1, 2017 - December 31, 2017Managed VF brands including The North Face, Timberland, Wrangler, and Vans across Facebook, Instagram, and YouTube. Educated the client and assembled an always-on strategy. Delivered end-to-end strategy, execution, optimization, and reporting.
Paid Social Manager at ASOS
January 1, 2016 - December 31, 2016Brought in by the ASOS Performance Director to build the paid social team and make it an integral part of the digital marketing function. Worked with other teams to understand how paid social could support their objectives. Managed paid social campaigns hands-on across key markets, created new processes for the team to function efficiently, initiated strategies, and helped establish paid social as a go-to platform within the business, including delivering trainings for 11+ people across different teams.
Paid Social Manager at ASOS
January 1, 2015 - December 31, 2016Hired by the ASOS Performance Director to build the Paid Social team and make it an integral part of the digital marketing function. Worked with other teams to understand their objectives and how paid social could achieve them. Managed paid social campaigns hands-on across key markets. Created new processes so the paid social team could operate smoothly and initiated multiple strategies. Helped elevate paid social to a go-to platform internally and delivered trainings to 11+ people from different teams to empower them to manage paid social campaigns.
Paid Social Manager at Mediacom
January 1, 2014 - December 31, 2014Worked on accounts including Sony Electronics, Sony Mobile, Visit Britain, Visit London, Allianz, and Shell. Operated as both planner and manager depending on team structure. Created best-practice campaign management framework for planning, buying, and optimization of paid social campaigns to be used in the UK and potentially across Europe. Built reports and planning templates in under four months and implemented processes to prevent overspending, including a daily ‘Budget checker’ template. Experience working with PMDs such as Social.com and Upcast.
Paid Social Manager at Mediacom
January 1, 2014 - December 31, 2014Led a real-time campaign for Sony that diverted iPhone users’ attention to Sony Z3 phone, tablet, and smartwatch by responding to real-time online conversations. Delivered strong results and was featured by Twitter on their blog, generating over 20% engagement rate on Twitter during an intense competitive period. Supported additional campaigns across Sony, Shell, and Coca-Cola. Also worked on Feel Unique, City Index, and Freixenet, including producing nearly four times predicted views and impressions for the Freixenet YouTube campaign.
iProspect
January 1, 2013 - December 31, 2013Ran 30+ campaigns at a time with monthly billings over £400,000, managing 25+ clients across industries such as General Motors, Kellogg’s, Pringles, Nokia, Disney, British Gas, ASOS, and Diageo. Contributed to the #bestnightever ASOS campaign, which won Campaign of the Year at the Festival of Media Global in Monteux and received a silver Cannes Lions. Built 10–20 campaigns per week across Facebook, Twitter, and YouTube, including small and complex campaigns. Worked on a multi-market Chevrolet campaign via Adwords on YouTube and partly paid search, improving targeting clusters live using performance. Created templates to help integrate Upcast into existing systems to improve overall team efficiency.
Paid Social Manager at Mediacom
January 1, 2013 - December 31, 2013Joined temporarily to support campaign activation, then improved quality by creating useful processes and templates. Secured a permanent role after approximately eight working days due to performance and proactive approach.
Paid Social Manager at Mediacom (temporary to permanent)
January 1, 2013 - December 31, 2013Joined temporarily to help activate campaigns, and then created additional useful processes and templates to improve work quality. Received an offer for a permanent role after approximately eight working days due to performance and proactive approach.
iProspect at iProspect
January 1, 2012 - December 31, 2012Managed 30+ campaigns simultaneously with billings over £400,000 per month and managed 25+ clients across multiple industries including General Motors, Kellogg’s, Pringles, Nokia, Disney, British Gas, ASOS, and Diageo. Contributed to the #bestnightever ASOS campaign that won Campaign of the Year at Festival of Media Global in Monteux and also received a silver Cannes Lion. Created and built 10–20 campaigns weekly on Facebook, Twitter, and YouTube, including small and complex campaigns. Ran a multi-market Chevrolet campaign via YouTube Adwords and partly paid search, improving targeting during live flight. Created templates to integrate Upcast into team systems to improve efficiency.
Paid Social Manager / Paid Social Media Apprentice at iProspect
January 1, 2011 - December 31, 2013Managed 30+ campaigns simultaneously with monthly billings over £400,000, across 25+ clients in multiple industries including General Motors, Kellogg’s, Pringles, Nokia, Disney, British Gas, ASOS, and Diageo. Contributed to the #bestnightever ASOS campaign that won Campaign of the Year at the Festival of Media Global in Monteux and received a silver Cannes Lions. Created and built 10-20 campaigns weekly on Facebook, Twitter, and YouTube, including multi-market YouTube campaigns for Chevrolet. Built targeting cluster groups based on performance and created templates to integrate Upcast into team systems to improve efficiency. As an apprentice, developed skills in managing campaigns on Facebook and Twitter and assisted team members before taking on clients independently.
Paid Social Media Apprentice at iProspect
January 1, 2011 - December 31, 2011Built foundational skills in running and managing campaigns on Facebook and Twitter and supported assistants in completing day-to-day tasks. Later began managing a few clients independently.
Education
Qualifications
Industry Experience
Media & Entertainment, Retail, Professional Services, Consumer Goods
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
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