The work

A few recent problems, and what we did about them.

Premium confectionery brand

Problem: Meta reporting said every dollar returned 57 cents. The brand was ready to pull back.
What I did: Rebuilt the measurement picture first. Analyzed 31 months of data, then restructured the account into six lanes with distinct jobs: scale, expansion, testing, promotion, loyalty, and site retention. Priced the engagement on performance.
Result: True blended ROAS was 1.15, double what the dashboard showed. Fifteen days after the rebuild, ROAS climbed from 1.29 to 1.46.
Insight: The customers were already there. The reporting just couldn't see them.

Multi-community senior living provider

Problem: Media was generating interest, but occupancy goals weren't moving the way they should.
What I did: Audited the lead database end to end. Found roughly 162 qualified independent and assisted living leads that never reached the CRM, plus a landing page bug misrouting inquiries to the wrong care type. Fixed the routing so every lead now lands directly with the sales team. On the sister brand, traced a junk-lead problem to search partner network traffic and shut it off.
Result: Every lead now reaches a person. Media budgets are now planned against a clear revenue gap, not a click count.
Insight: A family researching senior care for a parent is making one of the hardest decisions of their life. The least we can do is call them back.

Indie bakery brand

Problem: Overall numbers looked flat.
What I did: Won the full digital engagement and built the infrastructure from scratch: Performance Max, Meta, a six-tier email segmentation architecture, automated flows, and monthly reporting. Then separated the channels and looked closely.
Result: Low-ticket marketplace orders (around $16 each) were masking a core website that was coming back. June 2026 delivered the first year-over-year growth month on the core site.
Insight: Not every customer is the same customer. Averages hide the people who matter most.

Heritage dinnerware company and its acquired brand

Problem: Measurement was broken end to end, and a reporting export error was counting subtotal rows as campaigns.
What I did: Full audit, corrected the data, rebuilt Google Ads into six campaigns built around new customer acquisition, and set up a weekly Google Ads and Shopify report the owners actually read. On the acquired brand, took over Meta and Google and diagnosed how a warehouse sale was pulling demand forward and suppressing the following months.
Result: Consistent year-over-year improvement since takeover.
Insight: Owners don't want dashboards. They want to know if it's working, every week, in plain English.