Everything I've shipped, sorted by skill.
Filter by discipline to see the work that's most relevant to what you need.
Launch email for Feel Chill
New product launch for a mood-support supplement. The brief was to make a tired "just relax" pitch feel specific and a little funny instead of preachy.
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"Behind the Design" brand story
A step-by-step look at how the shoes are actually made, from first sketch to the factory floor. Built to slow readers down mid-scroll instead of just pushing a discount.
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"Never made again" drop announcement
A one-of-one leather drop for golfers, where the whole pitch is scarcity: made once, gone for good. No fake countdown timer required.
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Black Friday campaign
One offer, one CTA, repeated with enough product shots that people actually want the cake. Kept deliberately simple for a list that doesn't want to work to find the deal.
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A pitch to salon owners, not shoppers
B2B send convincing salons to swap out tired capes for premium ones. A comparison table does the selling, not the copy.
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Boxing Day, 20% off
A post-Christmas send for a niche auto-repair brand. Leads with the finished result, not the discount code, then backs it up twice.
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A gift guide that skips the guessing
Holiday gift guide for an eco oral-care brand, structured around "no guessing, no stress" instead of a generic product grid.
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One strategy running every channel for a national retailer
End-to-end digital marketing across email, organic social, SEO and paid acquisition, plus ongoing content updates to the website itself, all pulling from the same marketing strategy instead of running as separate silos. Creative examples and results are being added as client sign-off comes through.
Read the full case study →Getting a new kind of financial support noticed
Built the go-to-market strategy for a new service helping people with limited financial and digital literacy access support they're entitled to. The hard part wasn't the end-user messaging. It was an approach that worked with banks and public institutions as partners while still building direct public awareness across Belgium. Client name kept out of this write-up at their request.
Read the full case study →A market-entry playbook for a city trying to attract more than tourists
Built a detailed marketing strategy for Abu Dhabi's Department of Culture and Tourism to make the case for outside investment (real estate, commercial projects) alongside a parallel plan to grow tourist interest in the city itself. Two audiences, one narrative: why this city is worth putting money and time into right now.
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Finding growth without a bigger ad budget
A full audit of a newly launched brand's paid and organic performance, built around one constraint: grow reach and conversions without increasing ad spend. Paired with an international expansion strategy mapping which markets were worth entering next, and in what order.
Read the full case study →Running paid search end-to-end for an attraction ticketing platform
Day-to-day management of roughly €100K/month in Google Ads spend: campaign structure, keyword and negative-keyword management, ad copy and headline testing, landing page optimization, and full-funnel tracking from view through to purchase.
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One Q4 calendar, five languages, five different offers
Wrote and coordinated the full Q4 email calendar across five languages, with the offer itself changing by market rather than one promotion translated everywhere. Keeping track of which market got which offer, and keeping translated copy from reading like a translation, was the actual job.
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Creative and copy for a cold-plunge brand's paid social
Ideation, copy and ad creative direction across comparison ads, feature breakdowns, testimonials and seasonal promos, in static, carousel and Story formats.
Read the full case study →600+ campaigns in, here's the real dashboard
Not a projection: the actual Klaviyo account behind mLab's email program, including the sends that beat plan and the ones that didn't.
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An "Excellent"-rated email account, by Klaviyo's own benchmark
64.42% average open rate on this account. Klaviyo's own benchmark calls that "Excellent" for the category.
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