CORE DISCIPLINE
Selected work
Portfolio
How strategy becomes practical execution—from performance marketing and paid acquisition to AI Search, CRM, digital experience and business operations.
The focus is on the thinking behind the work: framing the problem, making decisions, defining what to measure and turning strategy into action.
Each project clearly distinguishes real-world experience, simulations, applied learning and self-directed implementation.
EMERGING
AI Search & Emerging Ads
SYSTEMS
CRM & Marketing Operations
EXPERIENCE
Digital Experience
FOUNDATION
Business & Operations
01 · Performance & Paid Acquisition
From intent and signals to decisions and measurement.
Three featured projects at the core of my performance and digital positioning: Meta Ads, Google Ads Search and the emerging field of AI Search & ChatGPT Ads.
Simulation · Meta Ads · 2 case studies + companion handbook
Meta Ads — Campaign Strategy & Optimization
Campaign architecture, signal quality, catalog and lead flows, message design, optimization and measurement across two simulated business models.
Explore the Meta Ads project →
Applied portfolio framework · Google Ads Search
Google Ads — Search Strategy & Optimization
Search intent, keyword strategy, campaign architecture, bidding, conversion tracking, reporting and optimization through a representative local-service scenario. No invented live results.
Explore the Google Ads project →
Research-led portfolio project · AI Search & ChatGPT Ads
ChatGPT Ads — AI Search & Conversational Acquisition
AI visibility, AEO, conversational journeys, context hints, conversational advertising and measurement—with organic AI discovery clearly separated from the emerging paid layer.
Explore the ChatGPT Ads project →AFTER THE CLICK
Value continues beyond conversion.
Performance marketing generates demand and conversion signals. CRM, workflows and operational systems turn that information into the next action.
Ads→Signals→Conversion→CRM→Follow-up→Decision
02 · CRM, Systems & Operations
Acquisition is the starting point.
Acquisition creates the entry point. What follows depends on how information, processes and next actions are organized, connecting marketing to the way a business operates.
Applied Learning Project · CRM
HubSpot CRM — Design & Configuration
Lead capture, custom properties, segmentation, deal pipeline and follow-up workflows in a structured demo environment.
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Applied Learning Project · Marketing Operations
Notion Digital Growth Operations System
Relations, rollups, linked views and workflow design connecting projects, tasks, clients and knowledge in one system.
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Real-World Business Experience · Operations
Marble Industry Mesogeion — Operations & Internal Systems
Long-term operational and commercial responsibility, supported by an internal Microsoft Access inventory database.
View Experience →03 · Strategy, Brand & Digital Experience
From strategy to the experience people see.
Marketing thinking, website strategy, content, brand, research and implementation—from real client work to a self-directed website and academic foundations.
Real-World Advisory Project
Spirulina Nigrita — Website, SEO & Content Growth Strategy
Website strategy, SEO research, content clusters and measurement thinking in a connected growth proposal.
View Case Study →
IMC Thesis + Professional Diploma Project · KnowCrunch
Academic & Applied Marketing Foundation
From Integrated Marketing Communication research to a contemporary digital marketing strategy project.
Explore Academic Work →
Self-Directed Website Project
Aris Digital Hub — Redesign & Implementation
Information hierarchy, design system, HTML prototyping, WordPress implementation and a staging-first process.
View Project →This portfolio brings together real professional experience and client work, applied learning, simulations and strategic frameworks, academic work and self-directed implementation. Each project is labelled so its context and evidence are clear.