Digital Strategist and Product Manager specialising in AdTech leveraging MLOps and data science. I’ve led high-impact projects at Tripadvisor, Viator, Weber Shandwick, and Blis, driving $5M+ in revenue and 25% MoM user growth.
Proven success in CDP strategy, first-party data activation, and web development with a strong track record in machine learning personalisation and attribution modelling, for delivery effectiveness. Skilled in stakeholder management, cross-functional collaboration, and agile execution, ensuring seamless alignment between engineering, marketing, and product teams to maximise ROI.
Leadership
Proven success in leading two product divisions through volatile, global merger worth over $100M working with C-suite stakeholders and successfully onboarding global teams onto our systems.
Product Development
Owned product development across advertising trading platform, leading to a $5million increase in revenue within first year of tenure.
Product Growth at scale
Devised Zumo App growth strategy leading to a 25% user growth month on month across 2021.
Client Growth
Developed and scaled the SEO and Web Development practice at Weber Shandwick UK, achieving annual turnover of £150,000 within first year of launch.
Employment
Senior Product Manager, Martech Customer Data
May 2024 – February 2025
VIATOR, TRIPADVISOR
Led the strategic vision and roadmap for the Customer Data Platform (CDP) across marketing divisions, overseeing initiatives across Viator and TripAdvisor.
Developed and secured executive approval for a 3-year Centralised Data Platform strategy
Used first party data to build a comprehensive 360 view of users across Viator and Tripadvisor.
Leveraged our new 360 customer view to generate personalised content across the Viator platform, increasing conversion rates by 8% within first 3 month roll out.
Launched an internal CDP roadshow, facilitating cross-functional alignment and knowledge sharing.
Technical Product Manager (DSP Bidder and Exchange)
July 2022 - February 2024
BLIS TECHNOLOGIES
Owned Blis Adtech's Self-Serve advertising platform, achieving a $5 million increase in revenue within first year of tenure.
Owned Bidder and Exchange division, introducing a new multi-tiered pacing model in our bidding systems. This subsequently improved buying margins across the business by 3%.
Led the development and implementation of a troubleshooting diagnosis tool, resulting in a 30% reduction in incoming issues for the support engineering.
Successfully introduced a keyword targeting and blocking feature, generating an additional $1,000,000 in revenue within the first 3 months of release.
Managed Sell-side Platform integrations, increasing advertising and revenue opportunities by integrating ten new vendors within six months.
Implemented multiple goal optimisation strategies, utilising data modelling to optimise platform goals and enhance automated reporting.
Performance Manager (Crypto Trading)
March 2021 - July 2022
Zumo Money
Achieved 25% month-on-month daily active user growth across the Zumo App.
Led the addition of Bitcoin SV to our trading platform, increasing trading opportunities for users.
Oversaw website migration, development, security, and performance improvements, resulting in a 40% conversion rate increase and 119% traffc growth.
Successfully orchestrated the Refer and Share EU rollout, driving a remarkable 938% increase in new users over one month.
Led the redesign and development of Zumo app 2.0, enhancing user experience and interface.
Senior Manager, Martech SEO and Analytics at Weber Shandwick,
July 2018-March 2021
weber shandwick
Developed and scaled Weber Shandwick UK's SEO and Analytics practice, achieving an annual turnover of £150,000 in the first year.
Managed global website development, maintenance, and security audits for major clients, facilitating growth in American and European markets.
Led website development projects worth £250,000, collaborating with internal teams and third-party vendors.
Won new clients through SEO-focused proposals across various sectors.
Case Studies
At a glance
Programmatic Bidding: Machine Learning Ops
Improving campaign delivery and programmatic bidding for digital advertisingLEARN MORE
Centralised data platform for 360 customer view
Leveraging customer data for personalised onsite experiencesLEARN MORE
Personal Achievements
Personal practice
Leadership
Mentorship