About

Hello! I’m James, a Performance Marketing & Automation Specialist with over 4.5 years of experience managing multi-market paid media campaigns across EMEA within global agency environments. I specialise in Paid Social and Paid Search across Google, Meta, and TikTok, with a strong focus on driving measurable performance improvements through data-driven strategy, campaign optimisation, and automation.

My experience spans the pharmaceutical and FMCG industries, where I manage €10M+ budgets, lead client relationships, and deliver scalable solutions that improve cost efficiency, reduce CPA, and enhance overall campaign performance. I’m particularly passionate about combining performance marketing with data and automation to unlock smarter, faster decision-making.

Over the past several years, I have developed a career at the intersection of performance marketing, analytics, and automation. My experience has evolved from hands-on campaign execution to managing multi-market strategies, leading client relationships, and building tools that improve both performance and operational efficiency.

I bring a strong balance of commercial thinking and technical capability, enabling me to not only optimise campaigns but also build scalable systems that support long-term growth.

Global Optimisation Manager – Paid Social & Paid Search at PHD Media (Omnicom Media Group)

October 2024 – Present

In my current role at PHD Media, I lead the activation and optimisation of large-scale paid media campaigns across EMEA markets for global pharmaceutical and FMCG clients. I manage over €10M in annual paid media spend across Google, Meta, and TikTok, ensuring campaigns deliver against performance KPIs, cost-efficiency benchmarks, and strategic business objectives.

I work closely with global strategy and planning teams, senior stakeholders, and local market teams to execute multi-market campaigns at scale, aligning regional performance with overarching global strategies. A key part of my role involves translating complex performance data into clear, actionable insights through regular client presentations, enabling informed decision-making and continuous optimisation.

Beyond campaign execution, I focus heavily on performance improvement through structured testing, bid strategy optimisation, and in-depth analysis across audience, creative, and channel performance. This has contributed to significant improvements in campaign efficiency, including reductions in CPA and performance gains across key markets.

I have also led the development of automated reporting solutions using APIs and custom-built dashboards, improving data accessibility, reducing manual workload, and enabling real-time performance monitoring. These tools have enhanced both internal workflows and client reporting, allowing for faster and more effective optimisation decisions.

In addition, I have taken on leadership responsibilities within the team, managing and developing junior paid media executives by supporting their technical development, campaign understanding, and progression within performance marketing.

Senior Growth Marketer at Ziggy

July 2023 – August 2024

At Ziggy, I further developed my performance marketing expertise by managing PPC and SEM campaigns for B2B enterprise clients across the Commercial Real Estate, Cyber Security, and SaaS sectors.

I conducted deep performance analysis across search terms, audience segmentation, and campaign structures to identify optimisation opportunities and improve targeting, engagement, and conversion performance. My work consistently focused on aligning campaign performance with revenue outcomes and client growth objectives.

Alongside campaign management, I played a key role in improving internal operations through data and automation. I developed tools such as the Client Hour & Revenue Dashboard, enabling better resource allocation, and automated budget pacing dashboards that provided daily visibility on spend and performance across all clients. These solutions enabled faster, data-driven decision-making and improved operational efficiency across the agency.

Account Executive at POD Studios

February 2022 – May 2023

At POD Studios, I managed PPC and SEM campaigns across a diverse portfolio of B2B and B2C clients, supporting campaign setup, optimisation, and performance tracking across multiple platforms.

I was responsible for coordinating performance reporting and managing the company’s database infrastructure, including data cleaning, visualisation, and API integrations to ensure accurate and efficient reporting. Through detailed analysis, I identified key KPIs, set performance benchmarks, and delivered data-driven recommendations to improve campaign outcomes.

I also managed monthly budgets and pacing across client accounts, implementing custom tracking solutions to ensure spend efficiency and performance consistency. In addition, I regularly communicated with international clients, presenting performance updates and contributing to strategic discussions around campaign direction, budget allocation, and testing strategies.

Founder and Company Director of Stay On Route

January 2018 – May 2024

As the founder of Stay On Route, a marketing platform connecting local hospitality businesses with student communities, I gained hands-on experience in entrepreneurship, product development, and digital marketing.

I was responsible for monitoring and analysing user behaviour through Google Analytics, using data to drive engagement and growth strategies. The platform gained regional media attention, including coverage from BBC South and Heart FM, highlighting its impact within the local community.

This experience strengthened my commercial mindset and ability to apply marketing and data skills in a real-world business context.

Industrial Placement in Finance and Accounting at Dune London

July 2019 – July 2020

During my placement at Dune London, I rotated across multiple finance departments, developing strong analytical, reporting, and communication skills.

I was responsible for delivering month-end analysis and KPI reporting, as well as supporting the finance budget team by updating and analysing over 70 interconnected financial models. I presented a final budget to senior leadership, gaining valuable experience in stakeholder communication and data-driven decision-making.

Technical Skills

• Performance Marketing & Paid Media: Extensive experience managing Paid Search and Paid Social campaigns across Google Ads, Meta, and TikTok, with a focus on optimisation, budget management, and KPI delivery across multiple markets.

• Data Analysis & Automation: Strong analytical capability using Excel, Google Sheets, and API-based tools to automate reporting processes, improve data accuracy, and enable real-time performance tracking.

• Data Visualisation & Reporting Experienced in Looker Studio and dashboard creation, building automated reporting solutions that improve decision-making and operational efficiency.

• Tools & Platforms Google Ads, Meta Ads Manager, TikTok Ads, Google Analytics, Looker Studio, HubSpot, Supermetrics, Apps Script, Excel, Google Sheets.

Analytical & Problem-Solving Skills

• Performance Analysis & Optimisation: Proven ability to analyse campaign performance, identify optimisation opportunities, and implement strategies that improve CPA, ROAS, and overall efficiency.

• Strategic Insight & Decision-Making: Ability to translate complex data into clear, actionable insights that inform media strategy, budget allocation, and campaign planning.

Soft Skills

• Communication & Presentation: Experienced in presenting performance insights and recommendations to stakeholders, translating complex data into clear, actionable narratives.

• Leadership & Mentorship: Experience managing and developing junior team members, supporting their growth in paid media, analytics, and campaign strategy.

• Project Management & Efficiency Improvement: Strong focus on building systems and tools that improve workflows, reduce manual effort, and enhance team productivity.

Education

BSc (Hons) Business Management with a Year In Industry

University of Kent, UK | 2017 - 2021

Grade Achieved: 2:1

During my studies, I developed a strong foundation in business strategy, innovation, and digital marketing. Key modules included Corporate & Business Strategy, Technology-Driven Business Innovation, and Digital Marketing Applications, all of which shaped my interest in data-driven decision-making.

Activities and Societies:

• Management BSc (Hons) Student Rep - Stage 2: Represented my peers and contributed to course improvement discussions.

• Academic Peer Mentor to First Year Students: Provided guidance and support to first-year students, helping them navigate their academic journey.

• Business Start-Up Journey Winner 2018 & ASPIRE Associate: Won the Business Start-Up Journey competition, showcasing my entrepreneurial spirit and innovative thinking.

• Kent Business Society Member: Engaged with like-minded peers and participated in events that enhanced my business acumen.

• Kent Snow (Ski / Snowboard) Member: Pursued my passion for skiing and snowboarding, enjoying teamwork and camaraderie in a dynamic environment.

Outside of work, I enjoy activities that keep me curious, creative, and balanced.

Traveling

I enjoy exploring new cultures and destinations, with recent travel including Funchal, Madeira. Travel broadens my perspective and fuels creativity, which I bring back into my work.

Reading

I regularly read both fiction and non-fiction, currently enjoying The Thursday Murder Club by Richard Osman. Reading helps me stay curious and continuously learn.

Gaming

I enjoy gaming, particularly the Forza Horizon series, which combines strategy, creativity, and quick decision-making — skills that also translate into my professional work.

I believe in continuous learning, adaptability, and the power of data-driven thinking. My approach to work is grounded in breaking down complex problems into actionable insights, enabling clear decision-making and measurable results.

I value accountability, transparency, and collaboration, and I’m motivated by delivering meaningful impact. Whether through improving campaign performance, building efficient systems, or supporting team growth.