Cases That Moved the Needle

The Role

Mud Pies is a UK online shop. Since February 2026 I've been their Paid Media Specialist, responsible for the paid channels that drive online sales.

What I Do

• Google Ads: Plan, run and optimise campaigns that reach shoppers searching on Google.
• Meta Ads: Manage Facebook and Instagram campaigns that bring new and returning customers to the shop.
• Microsoft Ads (Bing): Run search campaigns on Bing to reach extra buyers that Google alone misses.

The Situation

Aftabgardoon is a women's fashion e-commerce brand. When I joined, they had minimal online presence — low search visibility, weak social engagement, and no structured paid media strategy.

The challenge was to build a complete digital marketing engine from scratch across SEO, Google Ads, and Instagram, with limited budget and no existing audience data.

What I Did

• SEO & Content: Conducted keyword research and rewrote product listings. Built backlinks. Optimised all on-page elements. Updated WordPress content to align with seasonal search trends.
• Google Ads: Built and managed campaigns targeting high-intent search terms. Analysed performance in Search Console and Analytics, refined bidding and copy iteratively.
• Instagram: Developed a monthly content calendar aligned to product launches and seasons. Created visual assets, wrote captions, and engaged the community daily.

The Results

The combined SEO and paid strategy tripled organic traffic and brought conversions up 5x. The biggest driver was aligning ad copy directly with landing page messaging — when they matched, bounce rate dropped significantly and session duration increased.

What I'd Do Differently

I'd invest earlier in retargeting campaigns. We were driving significant new traffic but not recapturing visitors who didn't convert first time — a remarketing funnel would have compounded the results further.

The Situation

TallTree Technologies is an early-stage B2B tech startup. LinkedIn was their primary channel for brand awareness and lead generation. They needed a marketer who could both run paid campaigns and produce organic content — while staying closely aligned with the engineering team's roadmap.

What I Did

• LinkedIn Ads: Managed end-to-end paid campaigns via LinkedIn Campaign Manager — audience setup, ad copy, creative briefing, budget allocation, and ongoing performance analysis.
• Content: Translated complex product updates into readable LinkedIn posts. Built a regular publishing cadence to grow organic reach alongside paid activity.
• Analysis: Reviewed CTR, CPL, and engagement data weekly to optimise targeting and messaging.