10 years in.
Doing less, better.

My most recent agency role before going independent. Worked with medical and healthcare clients — handling creative strategy, aligning with account managers to keep campaigns in line with what each client actually needed, and joining calls to resolve issues that could delay a launch or disrupt an active campaign.

This is also where I leaned hard into AI for creative production. Being able to generate and iterate on ad creatives at scale changed how I think about testing — when creative is no longer the bottleneck, there's no excuse not to keep improving. That approach is now central to how I work.

Health and wellness clients in a pay-per-result environment. No results, no revenue — for anyone. That pressure clarified a lot of things fast: what offers actually convert, how to think about creative, and how quickly to cut what isn't working.

I also started integrating AI into my creative workflow here. Being able to produce variations quickly meant I could test more angles without inflating costs — and it raised the bar for what "enough testing" actually looks like.

Lead generation for home improvement contractors across the U.S. — roofing, remodeling, renovation, HVAC. Multiple accounts, multiple local markets, each with its own competitive dynamics and buyer behavior. The work required systems that could move fast without losing quality.

High-ticket local services is where I found my footing. A single closed job can be worth $10,000 to $50,000 to the client. The stakes make you think differently about what a qualified lead actually means.

Part of Meta's global marketing solutions program, supporting SMBs across APAC. Most media buyers work on top of the platform. This role put me inside it — advising on campaign structure, creative direction, and how to get the most out of Meta's tools.

Understanding how the platform actually evaluates and distributes ads — not just how to set one up — is something I carry into every account I manage today.