Partnering with brands to scale performance marketing to the next level

If you want a detailed and thorough independent review of your performance marketing and wider digital strategy you are in the right place.

I have been under the hood of hundreds of accounts and will give an honest assessment and write up of the performance and opportunities. It’s not just opinion though, I have built and scaled a multi-million pound account and team from scratch.

Sorry, no free audits.

I charge for this service on a day rate which is flexible depending on the complexity, number of networks and level of detail you require.

Typically the deliverable will be structured into the following sections;

1. Technical Audit

2. Performance Audit

3. Forces Analysis

4. Creative Ideas

The audit focusses on actionable recommendations and is a perfect starting point to collaborate more closely in the future. It will give me a good assessment of the areas I can offer support, as well as the economics behind your business.

I have been on the receiving end of audits in the past and aim to work respectfully and collaboratively with internal or external stakeholders at all levels.

I offer support and advice to help you build a robust (and achievable) digital strategy for a fraction of the cost of hiring internally.

Typical questions I can help apply my experience to are;

• What budget do we need to achieve our targets?

• What channels should we invest in?

• What campaign types perform best for our vertical?

• How should we segment budget for maximum results?

• What is a reasonable target cost per acquisition in our sector?

• How do we tackle tracking and attribution issues?

• Do we use freelance, agency resource, build a team internally or develop a hybrid approach?

• What are the roles, skills and resources needed to drive success?

• How do we bring our performance costs and share down and build our organic channels?

• How do we implement a strategy that is scalable and sustainable?

Typical deliverables are;

1. Strategic Summary Deck

2. Detailed Model

I can charge for this on a day rate or fixed cost basis to suit your needs.

Whether it’s a channel specific analysis such as Marketing Mix Modelling (MMM) to tackle attribution issues in a privacy first landscape, or more general support implementing a digital business model, I can help.

I’ll use my knowledge of performance drivers and benchmark data to build a logical model to support your business efforts.

If you’d like support reviewing an existing business plan or model I’ll be happy to help too. This may be as part of a budget setting process or for seeking investment.

Until digital businesses scale to a certain size often specialist internal team members are siloed and do not have access to the support network or expertise required to flourish in their roles. This can also happen in large corporates that don’t get the centralised and shared resources they need.

I can support individuals or teams with strategy, performance and experience to scale their function for a fraction of the cost of hiring additional resource and help bring in a fresh perspective.

A typical mentoring arrangement would involve support for key initiatives e.g quarterly planning with a schedule of check-ins and oversight of channel performance.

Due to expansion or other business needs it may be the time to assess bringing resource in-house and building out a high functioning internal team or to develop a hybrid approach.

This process is not straightforward and I have learnt a lot from my own experience building internal teams, but the gains can easily justify the effort.

I can support with how to structure the team and source the right candidates and set up a scaling plan for success.

For the right size client I run a hands on PPC build and management service.

This would typically follow a similar structure to below;

Discovery

• Questionnaire

• Systems access

• Strategy draft

• Commercials agreement

• Comms plan/cadence

Build

• Network setup (if required)

• Creative assets (if required)

• Campaign build

• Conversion audit/setup

• Reporting dashboard

Optimise

• Bid optimisation

• Cross-channel budget allocation

• Creative cadence

• Experiments and conversion optimisation

Report

• Automated dashboard

• Slack or chat channel of choice ad-hoc communication

• Weekly video call

• Monthly summary

Plan

• Quarterly forecast/budget

• Large strategic initiatives (e.g landing page optimisation, pro creative assets)

For new accounts I would normally suggest beginning with a 12 week pilot to test and learn and gain data to build a robust plan. This would include a setup fee at an agreed day rate.

My minimum ongoing fee is £1,500/month and I charge at a variable rate of 15% of media spend above £10,000/month.

For high spending accounts this variable fee is negotiable and I am open to equity based models.

The ongoing fee would cover all optimisation, reporting, and plan items. I offer wider strategic advice as part of the service to an agreed level.

I’m a big fan of data analysis and visualisation. I aim to make data intuitive and easy to access and digest.

This could be analysing a data set and presenting insights in a slides deck or setting up an automated dashboard from a range of data connections.

I typically use tools like SuperMetrics to get the data and Looker Studio for visualisation but I’m equally comfortable visualising data from your database or using other visualisation tools.

For those wanting to take ownership of your marketing data I can support choosing the right Enterprise Data Warehouse (EDW) such as Google BigQuery to unlock more potential to utilise your data.

Also any opportunity to automate processes and get the right information in front of the right people to make decisions without the manual work is an ongoing goal. Zapier is great for this!

If you are looking for a performance marketing and digital strategist to fulfil a Non Executive Director (NED) role I’m keen to have a chat.

I’m equally interested in growing businesses as I am with the performance domain and would love to make a significant contribution at a strategic level and help guide executive efforts.

If you are looking for marketing due diligence as part of an equity or debt finance opportunity I can support by giving you an independent assessment.

My experience being on the receiving end has been massively insightful in to how to gain the most insights from the process and I’ve advised on some multi-million pound deals since.

This would typically involve a review of the information memorandum (IM), management presentation, marketing forecast model, interview with management and access to marketing systems and reporting to guide on best practice implementation and confidence level.

I will summarise and talk through my findings as required to suit your needs.