The Stories Behind the Roles

Since joining Pink Squid, I’ve refined my craft in paid media strategy; balancing analytical precision with a human understanding of how people connect to brands. Guided by Squid’s values of Clarity, Courage and Community, my work spans cross-channel media planning, creative insight, and performance storytelling. I bring a psychologically informed approach that sees beyond data, ensuring every campaign feels as meaningful as it is measurable.

At 59A, I delivered precision-led campaign execution on programmatic and paid social platforms. My role focused on activating, optimising, and troubleshooting campaigns to ensure performance excellence and platform integrity. It was a formative chapter that sharpened my technical skill set, deepened my understanding of digital ecosystems, and strengthened my instinct for performance-driven detail.

I bought high-quality Google Ads and Microsoft Ads campaigns to life for pharmaceutical and biotechnology clients, aligning each execution with both business ambition and agency excellence. I embraced multiple projects simultaneously, campaign build-out, agile optimization, large-data management whilst sharpening my instincts for performance through large spreadsheets, deep dives and real-time adjustment. It was a chapter of professional growth where in the short space of time was able to translate user settings and metrics into smart actions, perfecting the art of activation.

Over nearly three years of freelancing, I delivered full-funnel marketing strategies across search, display, social, website and email, aligning every channel to tangible business outcomes. I designed complete UX revamps with meticulous pixel mapping and GTM tracking, while building social calendars and media plans that translated top-performing themes into PPC success. Managing both creative execution and financial performance, I learned to balance craft with commercial clarity; where every impression, click and cost carried purpose

At Audience Store, I managed end-to-end programmatic campaigns across display, video and native formats, delivering measurable performance for clients in the home, retail and professional services sectors. I traded over £180,000 in ad spend while mastering DV360 audience tools, forecasting, and reporting to build data-led insights that informed smarter campaign decisions. This role grounded my foundation in programmatic strategy, precision execution, and the discipline of translating numbers into meaningful narratives for clients

Led the creation of a new e-commerce website from concept to launch, shaping full-funnel media plans that bridged the TV channel’s audience with online sales. Produced ad creatives, implemented pixel tracking, and managed direct-response Meta campaigns that delivered profitable growth and strong ROI.

Contributed to Aston University’s digital engagement by supporting prospective students through peer-to-peer conversations and social media community management during key admissions periods. Collaborated with the digital team on creative content for multi-platform campaigns, including Aston Life, showcasing authentic student experiences. Played a part in developing the award-nominated recruitment campaign Here is Aston, recognised at the Heist Awards for Best Student Recruitment Initiative.

Supported the EMEA marketing team in coordinating trailer and press kit localisation, ensuring regional markets were launch-ready. Collaborated across international teams to align digital strategy, website copy, and campaign assets, maintaining precision in tracking and creative approvals. Contributed to influencer activations, social scheduling, and budget management, ensuring smooth campaign delivery from concept to premiere.

Began my career at Boss Digital, progressing from Apprentice to Paid Media Coordinator and taking on full responsibility for brand and direct-response campaigns across search and social channels. Developed hands-on expertise in Google Ads activation, budget planning, and pixel implementation while integrating owned and paid media reporting to deliver measurable growth for clients. This period grounded my foundations in digital marketing - blending analytical skill, creative execution, and client communication into a unified approach to performance.