The enjoyment I get from problem-solving is one of the main reasons I got into digital marketing. I believe every day is about identifying challenges and finding creative ways to solve them—ways that not only drive success for companies but also bring real value to people’s lives. Creating something that users truly enjoy and return to gives me a level of satisfaction I can’t get enough of.

I’m a firm believer in the marketing and sales funnel—everything I do is built around a core objective: conversions and the steps leading up to them. It helps us break down exactly what needs to happen at each stage, how to execute it, and who to target. Most importantly, it keeps everything trackable, so we can make data-driven decisions that actually move the needle.

I've been fortunate to work across a range of industries in both my full-time roles and freelance projects.

On the B2B side, I’ve worked with massive companies like Häfele—one of the world’s biggest furniture fittings and accessories suppliers—helping them reach businesses of all sizes. At the other end of the spectrum, I’ve supported smaller companies like Soulful Creative, who transform spaces with hand-painted murals.

I also have strong B2C experience, again spanning both full-time and freelance work. I’ve marketed directly to consumers for CEWE, Europe’s largest printing company, and worked with niche brands like Oak & Ask Home, specialists in premium log and gas burners.

Right now, I’m in the health space, working for Yoxly, a startup on a mission to remove the stigma around sexual health. It’s the latest chapter in my broad experience across industries and company sizes, all of which have shaped me into the marketer I am today.

I'm a very process-driven individual, which is why I introduced and led the implementation of ClickUp at Häfele. This tool helped align various departments, from marketing to design, allowing us to work in sync and hit deadlines efficiently.

Alongside a well-implemented tool, I strongly believe in clear briefs and deadlines. This approach gives colleagues the autonomy to work in their own way while ensuring they understand what's expected of them and when.

Being able to balance data and creativity is something I consider one of my strengths. I see data as the ‘what’—it tells us what needs to be achieved, whether that’s fixing a problem or hitting a metric. Creativity, on the other hand, is the ‘how’—it’s how we approach solving that problem. For example, we might create compelling ad copy to boost CTR and drive traffic, or add customer testimonials to build trust and improve CVRs. Knowing how one effects the other is imperative to success.

Understanding channel attribution is essential for running a successful marketing campaign. While the sales funnel focuses on user intent, digital attribution tracks the various touchpoints users interact with across channels, devices, and platforms before converting. Since users rarely convert after a single interaction, each touchpoint plays a role in influencing the final outcome. Misinterpreting attribution can lead to inefficient budget allocation and inaccurate performance assessments, ultimately harming campaign success. That’s why, when managing resources like budget, I always ensure we have a clear understanding of where success is coming from—otherwise, the risk of a poor ROI is significantly higher.