S01STRATEGY
Digital Strategy
Budget, channel mix, campaign architecture, attribution design, team design. A robust plan your finance team can model and your ops team can execute.
Performance marketing,
engineered.
Most performance marketing problems are tracking problems in disguise. The rest are model problems. I'm an independent operator who fixes both. For brands that have outgrown generalist agencies.
YRS IN PAID MEDIA
15+
MEDIA DEPLOYED
£30m+
TEAM BUILT · NASDAQ EXIT
200+
SECTORS SHIPPED
12+
// VERTICALS
DTC·
SAAS·
MARKETPLACE·
MEDIA·
FINTECH·
AFFILIATE·
LEGALTECH·
TELCO·
// CLIENTS
Vodafone·
TOMS·
Time Out·
JanSport·
Reach plc·
Indiegogo·
Silverstone·
Immediate Media·
Ecover·
Currencies Direct·
Perwyn·
Groupon·
// WHERE YOU FIT / 01four ways people arrive here
Most people arrive with one of four problems.
Each panel names a starting point in plain language and points at the relevant service combination.
F01
PAID MEDIA · TRACKING
"I'm onboarding paid media and the tracking is fragile."
You're scaling paid spend but the numbers underneath it don't reconcile. Attribution is contested, server-side is half-implemented, every channel reports different revenue.
// what good looks like
One revenue figure that reconciles across GA, the channels, the warehouse, and the boardroom.
→ Start with S03 Tracking & Attribution, usually pairs with S04 Marketing Data Engineering.
F02
PE / VC · DEAL DD
"I'm a PE or VC partner evaluating a target's marketing claims."
You need an independent read on whether the target's growth is real or model-driven, before the deal closes. IM review, management interview prep, systems access, attribution red flags.
// what good looks like
A DD memo the investment committee will actually read, including the three numbers that flag attribution-driven growth.
→ S08 Marketing DD, with the L/002 checklist as the working method.
F03
STRATEGY · PPC
"I've outgrown my generalist agency."
You're spending enough that channel-level execution matters, but your agency is staffed by juniors and you can feel the ceiling. One operator on the call, in the account, in the model.
// what good looks like
A senior operator in the account, and a plan your finance team can model and your CFO can defend.
→ S01 Strategy combined with hands-on S02 PPC.
F04
FRACTIONAL · NED
"I'm in-house and need a senior brain alongside my team."
You have an internal marketing function but need senior input on a cadence — strategic oversight, second opinion on big calls, board-level translation.
// what good looks like
Senior input on the calls that matter, board-level translation when it counts, sparring partner the rest of the time.
→ S07 Fractional & NED, sometimes alongside S08 if there's a transaction in view.
// SERVICES / 02nine across three, one operator
Nine services. Three domains. One person.
Most consultancies cover one layer of the stack. Most agencies hand off between layers. Performify operates across the whole stack, which is where the expensive coordination failures usually sit.
S02PPC
Paid Media Management
Hands-on build and optimisation across Google, Meta, Microsoft, and programmatic. Performance-driven execution by the person who built the measurement layer under it.
S03TRACKING
Tracking & Attribution
GTM, GA4, server-side, Consent Mode, Enhanced Conversions, CAPI. Making sure the numbers that inform spend decisions are real. Honest, written, actionable.
S04DATA ENGINEERING
Marketing Data Engineering
BigQuery warehouse, Cloud Run ingestion, multi-brand multi-currency reconciliation. The foundation that makes credible attribution, MMM, and audience automation possible.
S05DATA VIZ
Dashboards & Reporting
Looker Studio, Connected Sheets, BigQuery native dashboards. Automated reporting that replaces the Monday-morning screenshot ritual. Built on the engineering layer below.
S06MODELLING
Business & Media Modelling
Bayesian MMM via Meridian, budget scenarios, LTV/CAC, incrementality testing, forecasting. Commercial models your finance team and board can actually use.
// how engagements combine
Engagements usually cross rows. A typical combination: S03 Tracking, S04 Marketing Data Engineering, and S06 Business & Media Modelling. Measurement spine, data foundation, commercial model. Handled by one person instead of three vendors.
S07FRACTIONAL
Fractional & NED
Board-level performance marketing and digital strategy oversight for growing businesses that need senior input on a cadence. A fresh external brain for in-house leads who need a sparring partner.
S08DD
Marketing Due Diligence
Independent marketing DD on equity or debt deals. IM review, management interviews, systems access. Advised on multi-million pound transactions since 2020.
S09INSOURCING
Team Build & Insourcing
Org design, role-by-role hiring, tooling decisions, onboarding. For teams taking the function in-house without breaking momentum.
// SELECTED SYSTEMS / 03the work behind the thinking
Selected systems, actually shipped.
What got built, not just advised. Labs explain the thinking. This is the work behind it: built, deployed, and written up where the detail is useful.
~15
stores unified
Multi-brand Shopify → BigQuery warehouse
Products, orders, customers, variants, inventory and refunds across roughly fifteen DTC stores, reconciled across currencies into a single reporting spine.
70–80%
revenue by phone
Call-based conversion architecture
A five-tier funnel and naming taxonomy that feeds qualified, revenue-weighted calls into Google Ads bidding without overfeeding the platform low-quality conversions.
3
signal paths rebuilt
Enhanced Conversions & CAPI recovery
Conversions lost to consent denial, ad blockers and cross-device gaps, recovered across GA4, Google Ads Enhanced Conversions and Meta CAPI. The real ceiling stated honestly, not oversold.
MMM
planning model
Media mix modelling via Meridian
Google Meridian used with real-world priors, uncertainty ranges and scenario-planning outputs, so MMM becomes a planning tool rather than another black box.
Each one is written up in Labs, with the reasoning behind it.
// LABS / 04workshop notes
Methods, case studies, tools.
Drawn from real engagements, written up the way they get used. Labs is the evidence behind "full stack", not the claim.
L/011
Lighthouse 100/100, and the point where the score stops mattering.
A perfect Lighthouse score is a standing proxy for conversion rate, paid-media efficiency and organic ranking, not a vanity badge. A generalised guide to getting Performance, Accessibility, Best Practices and SEO all to 100, and the measure-fix-re-measure loop in Chrome DevTools that keeps them there.
2026.06
METHOD
→
L/010
Chat with your BigQuery data, set up to be trusted.
Google's Conversational Analytics (Preview) lets a team ask a BigQuery table questions in plain English. The risk isn't that it can't write SQL; it's that it writes confident, wrong SQL. How to stand one up that's read-only by IAM, accurate on the trap questions, and reproducible from code.
2026.06
METHOD
→
L/002
A marketing DD checklist for equity and debt deals.
IM review, management interview prompts, systems access questions, attribution red flags, and the three numbers that tell you whether a target's growth is real or model-driven. From multi-million pound deals advised since 2020.
2024.11
METHOD
→
// APPROACH / 05how the work gets done
How the work gets done.
«
The deliverable is the system, not the slide deck. »
Chris Hay · FOUNDER, PERFORMIFY LIMITED · 15+ YRS · GOOGLE, META, MICROSOFT, APPLE SEARCH CERTIFIED
PRINCIPLE / 01 · EVIDENCE BEATS OPINION
Every recommendation ships with the data that produced it.
If you cannot query it, I don't claim it.
PRINCIPLE / 02 · ONE OPERATOR, NOT A PYRAMID
You get the senior person on the call, in the account, in the model.
No juniors hiding behind a slide deck.
PRINCIPLE / 03 · VERTICAL-AGNOSTIC, ON PURPOSE
The fundamentals transfer.
The cross-pollination, DTC into fintech, SaaS into media, is the edge.
PRINCIPLE / 04 · BUILD SO I CAN LEAVE
Documentation, dashboards, handover.
A good engagement makes itself optional. That's the point.
// VOICES / 06nine operators, on the record
Things people who've worked with Chris say out loud.
«
I have worked with Chris for over 10 years and he was a critical player in the journey that led to us selling IDL to a NASDAQ-listed company.
Greg Le Tocq
CO-FOUNDER · INVITATION DIGITAL (VOUCHERCLOUD & GIFTCLOUD)
// ENGAGEMENT
In-house performance marketing lead through the Vodafone MBO and the NASDAQ exit to Groupon.
«
Chris is one of those rare marketers who is a seasoned expert in growth and acquisition channels but also has an enterprise-level understanding of the product and tech stack underlying the business.
Becky Center
CEO · INDIEGOGO
// ENGAGEMENT
Marketing audit and interim performance marketing leadership for the crowdfunding marketplace.
«
Whether it's helping develop our performance strategy, mentoring team members or delivering results day to day, I always know Chris is a safe and diligent pair of hands. Lowered our CPI on Meta by 3X.
Sarah Hesz
CCO · BUBBLE · CO-FOUNDER · MUSH
// ENGAGEMENT
Paid acquisition across Google, Meta and Apple for the parent-sitter marketplace app.
«
We worked with Performify to set up a CBILS lead-gen campaign during the COVID-19 pandemic in record time, ahead of our competitors. 5X spike in website traffic, over 700 client enquiries.
Paul Mills
CMO · SHAW & CO.
// ENGAGEMENT
Stood up a CBILS lead-gen campaign for B2B corporate finance during COVID, in record time.
«
Chris was an extension of our startup team before we could justify in-house resource. Deep expertise, always the right recommendations for our business, not a cookie-cutter approach.
Laura Riches
CO-FOUNDER · LAYLO
// ENGAGEMENT
Embedded paid acquisition and growth function for an early-stage DTC startup pre full-time hire.
«
Chris has supported Perwyn with performance marketing due diligence for multi-million pound investments.
Ravi Sharma
PARTNER · PERWYN
// ENGAGEMENT
Independent marketing due diligence across multiple multi-million pound PE investments.
«
I have known Chris for years, he is a highly technical and analytical marketer who gets great results. He has wide industry knowledge and acts as a judge for our Global and UK Performance Marketing Awards.
Matt Wood
FOUNDER · HELLO PORTER
// ENGAGEMENT
Long-standing industry relationship; Chris judges the Global and UK Performance Marketing Awards.
«
For all the creative personas, storytellers and sales people that front up businesses, there are always those that sit within the 'internal' shadows: the logical thinkers, the problem solvers and the technical skill setters that drive overall business success and direction. Chris is one of those smart guys. You need someone like Chris in your business.
Chris Johnson
COO · INTENT.LY
// ENGAGEMENT
Worked alongside Chris in-house at Invitation Digital (Vouchercloud & Giftcloud), through to the Groupon exit.
«
I was struggling to find high quality growth experts I could rely on until I was referred to Performify, and I haven't looked back since.
Zoe Desmond
FOUNDER & CEO · FROLO
// ENGAGEMENT
Performance marketing and growth support for the single-parent community app.
Contact
// CONTACT / 07direct · informal
Let's make the next quarter the outlier.
Direct and informal. We'll usually chat over email and if there's a fit I'll send a Calendly link. I reply inside 24 hours.
// EMAIL
// LINKEDIN
// BASED
Bristol, UK · GMT
// HOURS
Mon–Fri · 09:00–17:30 GMT
// AVAILABILITY
Open for Q2 2026, one retainer slot
// COMPANY
Performify Limited · 12000193 · England & Wales