Data-driven growth strategy & paid media for brands ready to scale

Federal elections are won at the electorate level, not the national one. The brief was to plan and run a major party's 2025 digital programme: concentrate budget in the marginals that would decide government, counter a minor-party surge in inner-city seats, reach CALD communities in their own languages, and reweight inside hours when polling moved.

I treated every seat as its own media market, tiered by contestability. Marginals got a full multi-channel build across Meta, Search, programmatic and digital audio. Inner-city seats facing the minor-party surge got a dedicated Snapchat layer for the under-35 vote. CALD communities ran on their own campaign in their own languages. A pre-campaign generated real seat-level signal before the main flight, so the weighting ran on data rather than guesses, and every reallocation went through a signed buy-authority.

The flight closed within 0.86% of planned budget across every channel, with 100% of the withheld reserve redeployed into approved overlays in priority marginals. The client won the election.

An Australian medicinal cannabis telehealth client needed to scale acquisition without breaking the unit economics. Orders were healthy but flat at an average 9k a month, and CPA was the ceiling on everything else.

I led the programme end-to-end with one clear job: get CPA low enough to make real scale possible. I rebuilt audience targeting and creative against the highest-converting segments, ran disciplined channel testing, and tightened measurement so spend calls used contribution as the source of truth.

CPA dropped 40%, which freed the unit economics to scale. Monthly orders hit an all-time high. A single-day record landed 22% above the previous best. The doctor team had to grow from 3 to 20 to keep up. The client gave us a 10 on their NPS.

A major Australian not-for-profit needed to grow donation revenue in a sector that over-indexes on a narrow set of direct-response channels, where incremental dollars had started chasing diminishing returns.

I built a cross-channel fundraising strategy that pushed the mix beyond traditional direct-response. New channels came in, and I rebuilt how audiences were targeted, sequenced and measured across the funnel. The programme ran with the same rigour as a commercial performance account: hypotheses, holdout testing and real attribution behind every channel call, instead of the usual reliance on precedent.

Donation volumes hit record levels with a 300% lift on prior-year campaign results. The work generated more than $500K in incremental revenue, which fed directly back into the charity's on-the-ground programmes.

An Australian financial services client operated in a category where intent is highly sensitive to macro conditions, particularly federal cash rate moves. CPA had drifted upward year-on-year as competition intensified, and the brief was to bring it back under control without throttling growth.

I ran the account on real-time performance monitoring with daily, sometimes intra-day, budget reallocation: spend moved to wherever the unit economics were strongest. The bigger lever was the macro anchor. When demand peaked around cash rate moments, I leaned spend in. When conditions softened, I pulled back hard.

CPA dropped 13% year-on-year and lead volume rose 8%. The gains compounded across the year, instead of getting eaten by the usual volatility around cash rate moves.