Client side, agency, platform — from 2009 to 2026. Filter by what the work actually was.
Search demand already bought up, the brand known to 9% of the audience, a campaign structure with nowhere left to grow. I rebuilt the architecture, moved the account onto a portfolio strategy and added a media funnel so branded demand would grow on its own.
In 2009 a hand-coded site made search the company’s main channel. By 2025 search was almost gone and the site lived on ads. In September 2026 I built a knowledge base with calculators and forms instead of a brochure site, in 20 days; the search numbers come after the first full months.
The previous contractor left three weeks before the forum without launching any ads. Google and Meta went live four days after the first call. When one generic creative brought almost no leads, I wrote a brief for 15 concepts across five audiences, and the cost per lead on Meta fell tenfold. The 100-attendee target was met.
A request could arrive for any vendor, any region, any service level, and it had to reach a center that could actually take it. I designed for routing first and catalogue second: intake and routing were the product, the directory was a by-product. The result was one system for 102 service centers in 55 cities and 11 time zones — own centers in seven cities plus a network of regional service partners.
Analytics and market insights for a conference in a sensitive category, where standard e-commerce logic does not apply. The task was to understand audience behaviour and demand drivers, and to turn that into methods a room of small businesses could use.
A new product category with no marketing assets, only branding and packaging. I built everything the buyer would see — positioning, the landing page, the copy and the content — to answer one question before the company invested further: does anyone want this. Conversion turned out to depend on messaging and trust, not on visuals.
An internal workshop on building strategies and client offers. The problem was never the tools, it was the definition of the problem. I built the framework from brief to presented strategy, ran the session with a colleague and made the team defend real cases. It became the standard the team worked to.
Cases without a write-up of their own unfold right here: what was done, what came of it and how it looked.