Strategy & Measurement

I help brands build marketing strategies that are rooted in clarity and driven by evidence. From defining objectives and KPIs to setting up robust measurement frameworks — including MMM, experiments, and attribution models — I support teams in making smarter, faster decisions.

Services include:

  • Goal-setting & KPI frameworks

  • MMM, MTA & incrementality testing

  • Channel planning & testing roadmaps

  • Creative testing frameworks

  • Team coaching & custom trainings

Contact me

Get in touch to discuss how I can help you reach your marketing goals.

🎯 Objectives & KPI Frameworks

Before running campaigns, we clarify what success looks like. I help define SMART objectives, build custom KPI frameworks, and ensure every channel is aligned to a measurable outcome — whether brand lift, revenue, ROAS, or customer retention.

📊 Measurement & Evaluation

I design and implement measurement systems that bring real clarity.
Services include:

  • Measurement strategy audits and roadmap development

  • Marketing Mix Modeling (MMM)

  • Incrementality Experiments: geo-tests, lift studies

  • Multi-Touch Attribution (MTA)

🧭 Channel Strategy & Testing

I help position each channel based on its strength in your funnel — and define test-and-learn roadmaps for new platforms. Whether it’s SEA, Paid Social, YouTube, Programmatic, or Amazon Ads, we align your mix to your goals.

🎨 Creative Testing Frameworks

Creative makes or breaks campaigns — I help build structured testing processes to uncover what works across formats and audiences.

🧠 Team Coaching & Training

Whether you need a fractional Head of Digital Marketing, strategic support for your team leads, or structured trainings to build internal capabilities — I bring hands-on leadership and upskilling tailored to your needs.