The marketer
who builds the
full funnel.

Each European branch was running paid marketing in complete isolation — no shared strategy, no visibility into what others were doing. Some countries had no paid activity at all; others relied on external agencies with no central oversight. There was also pressure to generate leads for both core products and new product launches simultaneously, across very different markets.

Working alongside my manager and cross-functional teams, we built a centralised paid marketing function from scratch over 3 years. I started by defining clear priorities for each country, then set up and managed Google Ads lead generation campaigns across all markets. Once those were stable and performing, I expanded into Meta Ads — running both direct lead gen and mid-funnel content downloads to feed email nurture sequences. The final layer was ABM programmatic campaigns targeting curated account lists with display ads, creating a full-funnel acquisition system.

Meta Ads were working well, but the business wanted to grow beyond a single channel and expand into new markets. The challenge wasn’t just building new channels from scratch — it was also identifying that not all products were viable for paid acquisition. Some had margins too thin to support ad spend profitably.

First, I audited the product catalogue and focused only on high-margin SKUs, setting a target ROAS of 5–7x. I then built the Google Merchant Center feed and account from scratch, launching Performance Max campaigns across 6+ countries. To test new audience reach I set up TikTok Ads and LinkedIn Ads — but after 3 months of data, both showed poor returns and I made the call to cut budget and reallocate. Knowing when to stop is as important as knowing how to start.