Build the team.
Fix the funnel.
Fire the agency.
Fractional advertising leadership for brands that want results, not reports. Senior strategy. Independent audits. Remote, async, no overhead.
managed
+ global
for a single client
leadership
Your agency sends you a monthly report. But can you answer these questions?
Most brands are paying for activity, not outcomes. They get dashboards that show impressions and clicks, but not the truth.
Where is your budget actually going, beyond the agency's summary?
Which channels are cannibalising each other instead of working together?
What would happen if you cut 30% of your spend tomorrow?
Why does your CPA keep rising even though your agency says campaigns are 'optimised'?
Three ways I work with brands
Each engagement is deliverable-based and fully remote. No on-site visits. No retainer bloat. No ongoing dependency.
Paid Media Audit
A 47-point diagnostic of your advertising accounts. I tell you exactly where money is going, what is wasted, and what to do next. Fully remote. Delivered in 2 weeks.
Learn MoreFractional Advisory
Senior advertising strategy on a retained basis. Async reviews, strategic direction, agency oversight, and performance accountability — delivered remotely on your schedule.
Learn MoreMarket Entry Strategy
A launch-ready advertising plan for entering a new market — built by someone who has launched and operated campaigns across South Africa, the US, the UK, and global markets.
Learn MoreWhy senior operators beat consultant generalists
Most advertising consultants have managed small budgets, worked only at agencies, or never had to own a P&L. I've done all three sides.
I built the Operational Compression framework managing over $400 million in career ad spend across four international markets — compressing agency-dependent operations into lean, AI-augmented in-house functions that outperformed on every metric.
Read the full story$100M per year at peak, for a single client, sustained over three years. Total career spend exceeding $400M.
Agency founder + in-house leader. I know exactly what agencies optimise for (their margin) versus what clients need (results).
SA, US, UK, and global markets — simultaneously. Different audiences, different channel mix, same rigorous approach to measurement and attribution.
Actively building AI-augmented workflows. Not just talking about it — actually using it to compress cost and increase output quality.
Real mandates. Real results.
Every case study includes the diagnosis, the approach, and the measurable outcome — not just the headline number.
The Attribution Detective
How I untangled a broken measurement stack and found R600k in misattributed spend.
The Agency Accountability Audit
Discovering what a retained agency was actually doing — and what it wasn't.
Operational Compression
Building a lean in-house team that outperformed the agency it replaced — at a fraction of the cost.
Latest from the blog
The Complete PPC Audit Checklist: 47 Things Your Agency Should Be Checking
I have audited dozens of advertising accounts. The pattern is always the same: about 60% of what should be checked, never gets checked.
Agency vs In-House Advertising: The Real Cost Comparison Nobody Talks About
The standard comparison — agency retainer vs employee salary — is the wrong framework. The real cost is far more nuanced.
I Manage $400M+ in Career Ad Spend. Here Is What I Check First.
When someone asks me to look at their advertising accounts, I do not start with the campaigns. I check five things first.
Ready to find out what your advertising is
actually doing?
A 30-minute strategy call. No pitch, no deck. Just an honest conversation about your advertising — and whether there's a way I can help.
Book a Free 30-Minute CallNo commitment. No sales script. Cape Town (SAST), UK (GMT), and US (EST) time zones available.