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Worklog

Strategy in practice.
The work behind real results.

A portfolio of professional case studies, strategic observations, and problem-solving stories from 11 years across growth marketing, brand strategy, and measurement systems.

All Analytics Strategy Growth Brand Strategy Performance Marketing Growth Systems Creative Direction Analytics & Attribution Team & Agency Leadership
Performance Marketing3 min read

Why Most Paid Media Campaigns Fail Before the First Ad Goes Live

The post-mortem on a failed campaign almost always blames the creative or the targeting. In most of the accounts I've audited, the real problem was decided weeks before the first ad ever ran.

Oct 2026
Performance Marketing3 min read

Budget Allocation Across Channels: A Practical Framework

Most channel budgets are set by habit, not logic — last quarter's split, carried forward. Here's a simpler way to decide where the next dollar should actually go.

Oct 2026
Performance Marketing3 min read

ROAS Isn’t the Whole Story: Measuring Paid Media Profitability Correctly

A 5x ROAS can still be losing money. A 2x ROAS can still be the best channel in the account. ROAS alone tells you almost nothing about profitability unless you know what's underneath it.

Oct 2026

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