Work

Planned, executed, measured

A selection of recent engagements where strategy, media, and measurement worked as one system. Client names are anonymised where confidentiality agreements apply.

Strategy planning session for a client engagement
B2B SaaS lead generation project planning

B2B SaaS · Paid Media · LinkedIn

Regional lead generation rebuild

A Singapore-headquartered SaaS company was spending across Google and LinkedIn without clear attribution or audience segmentation. We rebuilt the account structure from scratch: separate campaigns for each ICP tier, landing pages matched to ad messaging, and HubSpot integration for closed-loop reporting. Within one quarter, cost per qualified lead dropped 38% while lead volume held steady. The weekly report now connects ad spend directly to pipeline value — something the sales team actually reads.

E-commerce checkout funnel optimisation dashboard

E-commerce · CRO · Meta

Checkout funnel optimisation

An online retailer driving traffic primarily through Meta ads was losing 72% of cart additions before purchase. We audited the checkout flow, identified friction points (unexpected delivery costs, mobile form errors), and ran sequential A/B tests on each stage. Combined with retargeting creative refreshed to address common objections, overall conversion rate improved from 1.8% to 3.4% over ten weeks. ROAS on Meta campaigns increased 2.1× without increasing budget.

Technical SEO audit and content architecture project

Professional Services · SEO

Organic visibility recovery

A regional professional services firm had lost significant organic traffic after a website migration that broke redirects and stripped meta data. We conducted a full technical audit, rebuilt the redirect map, restructured content around service-line keyword clusters, and implemented schema markup for local offices. Organic sessions recovered to pre-migration levels within four months and continued growing as new content pages indexed and ranked.

Marketing measurement and attribution setup

Fintech · Measurement · Google Ads

Attribution and tracking overhaul

A fintech startup was making budget decisions based on platform-reported conversions that inflated results by counting duplicate events. We implemented server-side tagging via Google Tag Manager, defined primary and secondary conversion events aligned to account openings, and built a Looker Studio dashboard comparing platform data against GA4 and CRM records. The leadership team now sees a single source of truth — and reallocated 30% of budget from underperforming campaigns within the first month of accurate reporting.

Project approach notes and reporting framework

Approach

How we select and run projects

We take on engagements where we can influence outcomes through the full Plan · Buy · Measure · Adjust loop. Projects that require only creative production, one-off website builds without ongoing optimisation, or channels we cannot measure properly are typically declined. Every case study above started with a written plan, included structured testing, and ended each month with a documented review of what the numbers showed and what changed as a result.

If your situation resembles one of these — or presents a different challenge we can address with the same rigour — a growth review is the right first step.

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