More customers.
Sharper strategy.
A senior mind on your business.

Building performance marketing engines at the intersection of AI and human judgement. My core focus areas are AI search optimisation (AIO) and generative-engine visibility, performance marketing across paid search and paid social, full-funnel demand generation, and cross-cultural campaign strategy. Over 14+ years I've applied these across higher education, EdTech, B2B SaaS, and service businesses — from enterprise portfolios to growth-stage teams.

AIO is the practice of structuring your content and digital presence so that AI-powered search engines — such as ChatGPT Search, Perplexity, and Google's AI Overviews — cite your brand as an authoritative source. Where traditional SEO competes for a place in a list of links, AIO competes to be the answer itself. For high-consideration sectors like education, healthcare, and B2B, that shift is profound: people increasingly arrive with decisions already shaped by AI-generated research before they ever reach your website.

A few highlights: roughly 409% growth in non-branded keyword visibility and 465% growth in AI Overview citations through AIO strategy; customer acquisition cost reduced from 104% to 30%; a 625% lift in paid social conversion; and consistent double-digit year-over-year growth while managing $4M+ in annual marketing investment across 100+ nationalities. The throughline is always the same — AI-driven segmentation and disciplined experimentation, with human judgement deciding what the data actually means.

Higher education and international student recruitment, EdTech and training providers, B2B SaaS, and service businesses — across Canada, the US, the UK, India, and the Middle East. Much of the work involves marketing to global, multilingual audiences spanning 100+ nationalities, where the channel and the culture carry meaning long before a single word is read.

It starts with listening — to the data, and to the people closest to the customer. The gap between what a brand says and what its audience actually needs is where most campaigns quietly fail. From there it's about connecting strategy, creativity, and execution into something measurable: clear positioning, the right sequence of channels, and feedback loops that let AI surface patterns a team can act on with confidence.

Yes. Based in Burnaby, British Columbia, I'm open to senior marketing roles, fractional and advisory engagements, and growth partnerships — both in Canada and remotely with international teams. Whether you're hiring, building, or simply weighing whether there's a fit, the easiest way to reach me is a quick email or a message on WhatsApp.