8+ years running paid media for Harrods, M&S, H&M, Intel and Three Mobile. Now I work directly with businesses who want that level of expertise without the agency markup.
No interns, no handoffs. Just one dedicated specialist, laser-focused on your growth.
Experience across retail, fashion, telecoms, insurance, and technology sectors.
Marks & SpencerRetail
HarrodsLuxury Retail
MacArthurGlenOutlet Retail
SimkhaiFashion
CO CollectionsFashion
AvivaInsurance
IntelTechnology
ThreeTelecomsMarks & SpencerRetailHarrodsLuxury RetailMacArthurGlenOutlet RetailSimkhaiFashionCO CollectionsFashionAvivaInsuranceIntelTechnologyThreeTelecomsReal feedback from clients, colleagues, and collaborators I've worked with.
"I had the pleasure of working with Rafael this past year as he worked on the Three PPC account and built a fantastic relationship with myself and my colleagues during that time. His energy and passion, as well as brilliant output, were always appreciated. Beyond his excellent PPC skills, Rafael is confident, hardworking and dedicated, and always remains enthusiastic; even under pressure and working to tight deadlines. He is commercially aware and developed a thorough understanding of our business. I look forward to hopefully working with him again one day."
"Raf is an excellent Search Lead & Strategist, and has delivered outstanding results for some of our big IP brands. I felt so comfortable knowing that my clients would get the best standard of work with Raf onboard."
"Raf was able to onboard quite quickly and feed seamlessly into the team. He has a very strong technical knowledge and background within paid search which produced amazing results."
"Loved working with Raf, only closing this contract to start a new one. Very knowledgeable and structured way of working which was exactly what I needed. Lots of advice and tips to help optimize google shopping from the web side, but implemented the back end perfectly. Opening the next part of the ongoing work now Raf."
Full-service paid media support across search and social. From audits and strategy through to hands-on management, measurement, and automation.
Hands-on search campaign setup, optimisation, keyword expansion, ad copy testing, bidding strategy, and budget pacing. Your campaigns stay sharp and moving in the right direction.
Full account audits with prioritised findings by impact and effort. You get a clear, client-ready deck showing exactly what to fix first and why.
Profitability and scale assessment for Performance Max campaigns, including promo strategy, search overlap control, and category-level opportunity analysis. Know exactly where to invest for growth.
Merchant Center management and troubleshooting, product feed strategy, optimisation of product images and attributes for discoverability, and readiness for agentic commerce. Your products show up where they matter most.
Paid social strategy and activation across Meta, LinkedIn, and TikTok. Campaign planning, audience targeting, creative testing, and cross-channel optimisation to make your social spend actually deliver.
Bing / Microsoft Ads management, cross-platform strategy alignment, and multi-engine optimisation. Capture demand wherever your audience is searching.
GA4 measurement planning, ad platform conversion framework design, attribution setup, and KPI frameworks for upper and lower funnel campaigns. The right actions get measured and valued.
Looker Studio dashboards, GA4 analysis, performance diagnostics, and stakeholder-ready insight decks. Everyone on your team knows what’s happening and what to do next.
Test design and hypothesis creation, incrementality framing, AI Max and PMAX testing, and structured learning agendas. Every experiment drives actionable insight.
Strategy and activation for Google’s Demand Gen campaign type across YouTube, Discover, and Gmail. Audience targeting, creative planning, and measurement setup to drive awareness and consideration at scale.
SA360 cross-platform management, bidding and portfolio strategy setup, migration planning, Floodlights and Custom Variables setup. Enterprise-grade control without the complexity.
Python automation for PPC workflows, Google Ads Scripts, automated reporting, and monitoring scripts. Less manual effort, smarter campaigns.
Whether you’re scaling up or looking for better results from your current setup, let’s talk. No commitment, no hard sell.
In-house marketing teams and agencies who need a senior paid media specialist they can plug in quickly. No overhead of a full hire, no ramp-up time of a generalist. You get someone who’s already done this at scale.
A selection of the types of projects I've delivered across major retail, fashion, telecoms, insurance, and technology accounts.
End-to-end PPC audit and restructure for an underperforming account. Rebuilt campaign architecture, tightened keyword targeting, fixed conversion tracking gaps, and introduced a testing roadmap.
Profitability and scale assessment for Google and Microsoft Ads campaigns, including BU/category headroom analysis, to identify where opportunity was being left on the table.
Managed PPC strategy and execution across 35+ markets with £1M+ monthly budgets. Built campaign structures, Looker Studio dashboards, and led cross-functional marketing teams to deliver consistent performance globally.
GA4 to SA360 multiplier analysis, Floodlight vs Google Ads conversion comparisons, conversion framework design, and offline conversion import strategy.
Two-phase AI Max testing programme with search term quality validation, URL expansion analysis, CTR/CPC benchmarking, and a structured rollout recommendation from test into BAU.
Merchant Center overhaul with product feed restructuring, attribute optimisation for discoverability, feed label governance, and Shopping/PMAX inventory controls.
Max Conversions to value-based bid strategy migration, SA360 portfolio migration, and Floodlight-optimised bidding strategy design.
Paid social activation on TikTok for Business, including campaign strategy, audience targeting, and creative planning. New paid traffic source setup from scratch.
Python workflows to reduce raw search queries into commercial-intent keyword sets with lemmatized cleaning, semantic mapping to product categories, and conversion-value prioritisation.
Most agencies give you a junior exec who’s learning on your budget. I’m the person they’d normally keep for their biggest accounts. After 8+ years leading paid media for brands like Harrods, M&S, H&M, Intel and Three Mobile across 35+ markets and £1M+ monthly budgets, I decided to work directly with the businesses I want to help.
That means you get one senior specialist who knows your account inside out. I get into the platform, find what’s not working, and fix it. I don’t send reports full of vanity metrics. I tell you what’s actually happening, what it means commercially, and what to do about it.
Whether you need someone to take the reins on a paid media account, audit what your current agency is doing, or plug into your team for a specific project, I work the way that makes sense for you.
No ramp-up, no handoffs. You get the same person in strategy meetings and in the ad platform.
Every recommendation ties back to revenue. I translate platform data into actions your stakeholders can use.
Python automation, Google Ads Scripts, SA360, GA4, Floodlights. I build and fix things, not just advise on them.
One-off audits, ongoing retainers, or embedded team support. No long-term lock-ins, just results.
Whether you need a one-off audit, ongoing management, or strategic support alongside your existing team, I'd be happy to discuss how I can help.