Reflections on growth, measurement, and making better decisions inside complex organisations.

About

I’m a senior marketer working across growth, performance, and measurement. I’m particularly interested in how complex systems actually work inside organisations.

Over twenty years, my career has taken me deep into paid media, experimentation, analytics, data science, and systems design. It has also taken me into the less visible parts of the job: aligning stakeholders, building trust, and helping teams make decisions when the data is incomplete or uncomfortable.

Over time, I’ve learned that the technical work is only half the challenge. The other half is people, context, and communication.

I’ve always enjoyed sharing what I’ve learned with the teams I’ve worked with, whether that’s teaching technical skills, breaking down ideas, building mental models, or designing systems together. Until now, that work has mostly stayed inside the organisations I’ve been part of.

This site is a small step outside of that environment.

I created it as a place to share some of the thoughts, frameworks, systems, and tools I’ve built over time. Not as definitive answers, but as working ideas shaped by experience. Some of it is technical. Some of it is about leadership, trust, and decision making. All of it is grounded in the belief that good outcomes come from intentional systems, not surface level optimisation.

This website is not so much a blog. It’s a way to think in public, refine ideas by writing them down, and make useful things available to people who might be wrestling with similar problems.

If you’re close to the work and thinking about how to do it better, not just faster, you’re probably in the right place.