Most of my work happens before a single ad gets built, figuring out why people buy, or don't.
I'm an early-career performance marketer with a BSc Marketing degree from Technological University Dublin (2nd Class, Honours Division). My work begins with commercial diagnosis and buying psychology: understanding the customer, the offer, and the moment of decision, before a single ad, page or email is written. Every asset in this portfolio is the output of that thinking.
A client doesn't actually want an ad. They want the phone to ring, or the cart to stop abandoning. The asset is just how you get there.
There's no single lever for growth. It's usually five or six smaller decisions, all pointed the same direction.
Understand the buyer
Before touching an ad account, I try to get inside the customer's head: what they fear, what they want, what they actually believe, in their own words. Guesswork is expensive. Reading a hundred reviews isn't.
Sharpen the offer
Insight is only useful once it becomes a sharper offer, a clearer promise, and a reason to click today rather than next week. Positioning is usually the highest-leverage lever on the P&L.
Engineer the conversion
Ads, landing pages and follow-up should work as one system, engineered around the moment the customer decides. Every euro of spend accountable to a business outcome, not a vanity metric.
Compound the wins
Small, tested improvements to copy, offer and flow are what turn hesitant prospects into paying customers, and then keep doing it. Traffic is a cost you carry either way; attention is the thing you're actually buying.
Every project here follows the same sequence, because skipping a step is usually where campaigns quietly fail.
The Becoming.
A speculative build. No live client, but the same process I'd run for one.
A speculative performance marketing case study exploring how customer psychology, brand strategy, paid acquisition, lifecycle marketing and conversion optimisation can work together within a commercially focused growth system.
If you want ads that sound like they were written for your customer instead of at them, that's roughly the pitch.