The gap between intention
and reality is where I work.

Most marketing strategies look convincing in a slide deck and collapse under real conditions. The gap between intention and reality is where I have spent my career.

I did not arrive in marketing through a clean route. I started on a construction site in 2006, then moved through consulting work at PwC on market-entry, audit, and transaction projects. Different domains, same lesson: plans either survive contact with reality, or they do not.

While studying, I ran a record label for six years. No playbooks and no safety net. I handled releases, budgets, licensing, PR, and sales in parallel. Every decision had a cost. Every mistake surfaced quickly. That forced a commercial lens early.

I later moved into gaming and kids’ entertainment across Snatch, PlayStack, and Coolabi Group. I worked across mobile and console launches, TV, books, live productions, and emerging formats. The throughline was always practical: build systems that compound and reporting that supports better decisions.

At Nutcracker Agency, I progressed from Digital Marketing Manager to Digital Marketing Lead. I now run work across PPC, SEO, CRO, analytics, privacy, and AI-enabled execution systems.

Who I work with

I work with CMOs, Heads of Marketing, and Growth leaders dealing with channel fragmentation, unclear attribution, and inconsistent commercial outcomes. If your team needs fewer, better decisions under constraint, we will probably work well together.

If you are looking for louder marketing, this is probably not it.