Business problems, solved in public.
Each file follows the same investigation — problem, research, psychology, strategy, execution and measurement — because that's how growth systems are actually built.
Team KF — turning hesitant beginners into booked trial classes.
A Dublin martial arts gym with elite coaches but an underbuilt conversion path. We rebuilt the acquisition system — from Google reviews and Reddit research to a purpose-built landing page and a full measurement framework.
Evergreen Grocer — engineering a Dublin greengrocer's digital ecosystem.
A family-run Wexford Street grocer with an excellent offline reputation and no digital foundation. As Website & SEO Lead, I architected the destination every other channel resolved to — site, search visibility and the analytics layer beneath.
Raise4Pieta — turning empathy into measurable action.
A live organic fundraising campaign for Pieta House. People support mental health, but awareness alone doesn't create donations. We designed a psychological funnel — trust, community, social proof — and converted emotional support into measurable giving with zero paid media.
Real Gold — repositioning a sports-nutrition leader for a generation tired of perfection.
A spec integrated campaign for Optimum Nutrition. Primary research uncovered body-image pressure, exclusion and distorted perceptions of protein — and reframed "gold" from perfection to authentic personal progress. Developed with feedback from TBWA Ireland professionals.
Files in development
The next set of investigations — each built to the same standard.
Email Marketing
Lifecycle & retention systems
CRO Teardown
Landing page experiments
Copywriting
Direct-response frameworks
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