I’m a marketing consultant specialising in digital strategy, PPC, conversion optimisation, content and audience engagement. I help businesses and training providers communicate clearly, improve lead quality, strengthen their brand presence and turn marketing activity into measurable results.

My commercial work spans paid search, SEO, analytics, email marketing, website content and campaign planning. I’m particularly focused on making marketing practical, joined-up and results-driven — helping clients understand what is working, where improvements can be made, and how to get better value from their marketing spend.

Client / Sector: Specialist Training Provider / Education & Training

Services: PPC Strategy, Conversion Optimisation, Analytics, UX Improvements

Summary
Led a restructuring of paid search campaigns and on-site user journey improvements to increase booking conversions and improve lead quality for sailing courses.

Challenge
Paid traffic was generating inconsistent results, with low reported conversions and unclear attribution. There were also signs of user drop-off within the booking journey, limiting the effectiveness of paid campaigns.

My Approach
Focused on improving both traffic quality and conversion performance by addressing gaps across PPC, tracking, and the on-site journey.

• Restructured campaigns around high-intent keywords 
• Shifted bidding strategy to prioritise visibility while conversion data stabilised 
• Identified and addressed tracking issues between payment platforms and GA4 affecting attribution 
• Analysed user behaviour to identify friction points within the booking journey 
• Recommended and implemented improvements to CTA visibility and page structure 

What I Delivered

• Rebuilt Google Ads campaign structure with tighter keyword targeting 
• Improved alignment between ad messaging and landing page content 
• Identified tracking gaps and worked with developers to improve data accuracy 
• Conversion-focused recommendations including repositioning key CTAs 
• Ongoing performance monitoring and optimisation 

Outcome / Impact

• Improved visibility for high-intent search terms 
• Increased alignment between traffic and course offerings 
• Identified and resolved key tracking issues affecting performance reporting 
• Reduced friction within the booking journey, supporting improved conversion potential 
• Established a clearer foundation for ongoing optimisation and growth

This work focused on improving not just traffic, but the quality of traffic and its ability to convert into bookings. 

Client / Sector: Specialist Training Provider / Fire Safety Training
Services: PPC, Course Marketing, Email Marketing, Content Creation, Website Support, Campaign Planning

Summary
Ongoing marketing support for a specialist fire safety training provider, helping promote technical training courses, improve course visibility and support learner bookings.

Challenge
Specialist training courses require clear, accurate messaging that appeals to a technical audience. Marketing activity needed to raise awareness, explain course value and support bookings across multiple course types and delivery formats.

My Approach
Focused on combining technical accuracy with clear, accessible marketing.

• Created campaign plans around key course dates and priority training areas 
• Developed website and email content to explain course benefits clearly 
• Managed PPC activity to target high-intent searches 
• Supported new course launches and on-demand training promotion 
• Created marketing materials aligned with the brand and audience needs 

What I Delivered

• PPC campaign creation and optimisation 
• Course landing page and website content 
• Email campaign copy and newsletter content 
• Social media post planning and copy 
• Printed and digital marketing materials 
• Campaign support for new training products 

Outcome / Impact

• Improved visibility for specialist training courses 
• Clearer course messaging for technical audiences 
• Stronger alignment between PPC, email, social and website activity 
• Ongoing campaign structure to support course bookings 
• More consistent and professional marketing presence

Client / Sector:  National Fire & Security Group  / Fire & Security
Services: PPC Strategy, Keyword Research, Campaign Restructure, Lead Quality Improvement, Tracking Support

Summary
Supported PPC activity across a multi-brand fire and security group, focusing on improving campaign structure, keyword targeting, budget efficiency and lead quality.

Challenge
Campaign activity had become complex across multiple brands and service areas, with opportunities to reduce overlap, improve targeting and make performance easier to interpret.

My Approach
Focused on simplifying account structure, tightening keyword intent and improving campaign alignment.

• Restructured campaigns around clearer service and audience intent 
• Reviewed keyword quality and removed irrelevant or low-value traffic 
• Improved negative keyword coverage to reduce wasted spend 
• Supported tracking and CRM integration improvements to strengthen lead attribution 
• Reviewed budgets across brands to improve control and efficiency 

What I Delivered

• PPC campaign restructure 
• Keyword and negative keyword refinement 
• Budget review and optimisation 
• Lead quality improvement recommendations 
• Tracking and reporting support 

Outcome / Impact

• Clearer campaign structure 
• Reduced wasted spend from irrelevant searches 
• Improved alignment between ads, keywords and landing pages 
• Stronger visibility of lead sources and campaign performance 
• Better foundation for future optimisation and reporting