I'm a performance marketer, with a little bit of a difference.

I have a background in maths and physics, and focus on using quantitative methods to help brands grow.

If you're looking to take a more mathematical approach to your marketing then great news, I'm open to freelance work. You can get in touch with me here, or you can keep reading this to learn more about me.

My Background

My background isn't really in marketing.

I grew up wanting to be a scientist, and went away to do a Bachelor's and Master's in Physics & Philosophy at Oxford University. I spent my summers working on the ATLAS detector at CERN's Large Hadron Collider, and writing finance-y code at Goldman Sachs.

I fell into marketing by accident really, but soon fell in love with the quantitative side of it.

I started out at an agency called Brainlabs, where I worked as an account manager (and then director) across a range of paid search & social accounts.

One of my highlights was teaching myself how to set up event-based conversion tracking for the first time, and using this to scale up a brand's paid social from around £10k to over £300k per month, in the space of half a year.

I also started to get interested in the more technical side of things, finding little pockets of spare time to write scripts and API queries with. I still do this a lot today, you can see some of the output of this here.

After 2 years I left Brainlabs to go and join Babylon Health just before they pulled off Europe's largest ever series B. I worked there for a year and a half, managing all the brand's digital spend across the UK & US.

My Interests

Within marketing, there are a couple of topics that I'm particularly interested in.

• Incrementality Measurement
  In a world where the average advertiser runs a wide range of channels that target all stages of the funnel, it's surprising that so few advertisers take the time and effort to understand how to measure incrementality. You can read a summary of the topic that I wrote here.
• Marginal Mathematics
  If you surveyed a group of advertisers for the most important marketing metric, CPA would likely get a strong vote share. But a CPA is just an average, and it doesn't actually help us make decisions. Marginal CPAs on the other hand do help us to make decisions, and understanding them is critical for maximising marketing profit. You can read my summary of the topic here.
• Programmatic SEO
  ‍Since working with Causal on this AI-driven SEO project, I've been looking for new ways to apply artificial intelligence to SEO content. I'm convinced that this will be the future of search - if you're interested in this topic too then I'd love to chat about it.
  
  P.S Here's another example of AI-driven programmatic SEO, if you don't know what I'm talking about.

Outside The 9-to-5

I race as an age-group triathlete (i.e. non-professional) for Great Britain, competing in World & European championship events.

Writing

This site is full of my writing, but if you don't like the colour yellow you can also find me on Medium.

The articles I'm most proud of are this one about market making on crypto exchanges, which has had 30k hits, and this one about calculus in marketing, which has had 10k hits and made it to position #1 on Hacker News.

I've also done some interviews and some panels here.

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