I build acquisition engines that scale profitably.

Context

Freename is a B2B SaaS company in the domain and digital identity space. I own the full go-to-market and lead a team of 4 — paid media, SEO, AI search visibility, content, lifecycle, partnerships and conversion.

What I did

• Rebuilt the acquisition mix around the channels with defensible payback, rather than the ones that looked best in a dashboard
• Built the measurement layer the company now plans against: attribution, funnel reporting and CAC efficiency by channel, with blended CAC measured as total marketing spend over total new customers
• Launched tuositofacile.it and miwebahora.es, two AI-first products extending the core business into AI-assisted website creation for the Italian and Spanish markets
• Embedded AI across the marketing function — creative production, campaign QA, automated reporting and custom agents — freeing up an estimated 15 hours of manual work per week across the team
• Rebuilt organic discovery around AI assistants and AI search alongside traditional SEO

Context

Led paid search delivery for an international client portfolio including The North Face, Timberland, Napapijri and Liverpool, owning team quality and performance against forecast.

What I did

• Built and led a paid search team, setting the quality bar and the ways of working across all accounts
• Managed and coached 4 specialists, raising QA pass rate by 20% through clearer account processes, QA standards and automation
• Led automated bidding implementation across major accounts, improving optimisation speed and consistency
• Challenged and interrogated briefs rather than executing them as received