£8.5M+ attributed revenue across three brands.
3.5-year independent engagement across three EdTech brands. Built attribution infrastructure from zero — no revenue measurement existed. Managed £2.9M+ in ad spend, scaled MQL volume +140%, reduced CPA 37%, and built both sides of a two-sided marketplace. Through simultaneous AI disruption and UK regulatory tightening.
Select Engagements
Detailed overviews of infrastructure transformations for high-growth B2B and consumer brands.
Seed-Stage Revenue Engine — Zero to 20× MRR
Three-Brand Portfolio — Attribution From Zero
System Architecture
I don't just advise; I build. These are the platforms where I spend my time engineering the underlying logic of your revenue engine.
Three brands. Dual pipelines. Attribution from zero.
When I arrived, no revenue attribution existed across any of the three brands. Marketing budget decisions were made on lead volume and gut feel. I built end-funnel attribution connecting ad spend through MQL, SQL, and paid customer stages for the first time — the most significant deliverable of the entire engagement.
Each brand needed distinct acquisition logic: a high-volume marketplace, a premium agency, and a high-ticket consultancy. But they shared CRM architecture, automation infrastructure, and cross-brand Looker Studio dashboards. I built both the brand-specific campaign strategies and the portfolio-level reporting that let leadership see all three brands side by side.
I also built the tutor supply-side pipeline from scratch — thousands of applications at sub-£10 CPA. Trained and onboarded 2 PPC managers as permanent replacements. All systems designed for handover from day one.
Diagnostic Audit
Deep dive into current configuration, identifying structural flaws, gaps, and technical debt.
Architecture Design
Mapping the target state — data model, logic, integrations, and reporting framework.
Full-Stack Build
Configuring platforms, writing automation, deploying infrastructure. Hands on keyboard.
Handoff & Ops
Training your team to operate the system, or retaining me for ongoing fractional ops.
Engagement Models
Transparent scoping. No retainer traps. You pay for infrastructure that works.
Diagnostic Audit
A 2-week deep dive into your existing setup resulting in a comprehensive tear-down document.
- CRM Schema Review
- Attribution Gap Analysis
- Tech Stack Rationalization
Infrastructure Rebuild
End-to-end execution of the architecture designed in the audit phase. Hands-on build.
- CRM Migration & Setup
- Automated Routing Logic
- Custom Attribution Modeling
- Campaign Architecture
Fractional CMO RevOps
Retained execution to manage, iterate, and scale the infrastructure as you grow.
- Weekly Optimization Sprints
- Ad-hoc Campaign Builds
- Continuous Data QA
Stop guessing.
Fix the foundation.
Schedule a 30-minute diagnostic call to discuss your current infrastructure bottlenecks and see if we're a fit.
Book a diagnostic call