I build the growth channels a company owns.
Ten years turning search, editorial and video into the most efficient acquisition in the business, and leading the teams behind them. I set the strategy, shape the story and, when it helps, present it myself.
Results that hold up under scrutiny
Every number below comes from roles I led, with the strategy, the team and the budget calls in my hands.
Organic sessions at Stasher in four years, from 180K to 1.9M a year
Blended organic CAC at Stasher, against €31 on paid social
Organic acquisition growth in six months at Wealthyhood
YouTube views in 12 months, as writer and presenter
Five convictions behind the work
Senior growth work is a series of judgement calls. These are the calls I make, and what they produced.
Build what keeps paying
Paid acquisition stops the day the budget does. I invest in search, editorial and video that keep bringing customers in after the spend. At Stasher, organic customers cost €4.20 each, against €31 on paid social.
Hold your nerve when the market panics
In 2020, with paid spend frozen, I kept content investment flat and took the search terms competitors abandoned. When travel came back in 2021, organic captured 61% of recovery demand at near-zero marginal cost.
Put a face on the brand
Financial products run on trust, and people trust people. I came to Wealthyhood to run SEO, then built Greece's first in-house fintech video studio and became its presenter. The channel reached 2M views and 10,000 subscribers in 12 months.
Write compliance into the brief
I hold the same MiFID II qualification as the advisors whose product I market. Growth strategy and compliance are designed together from the first draft instead of negotiated at the end.
Start with how people think
I trained as a historian and cultural analyst before I worked in growth, and every brief I write starts with what the audience believes and fears. The channel's best-performing video is a history lesson: Albania's 1997 pyramid schemes.
What I take ownership of
I do my best work when strategy, creative and execution sit with one leader.
Growth strategy
Channel mix, positioning and the acquisition model, with organic built as the lowest-cost source of customers.
Editorial and brand voice
Editorial standards, content operations and localisation. Six European markets launched with native-language content, with 40% of organic traffic non-English within 18 months.
Video and on-camera
Studio set-up, scripting, presenting and distribution: long-form financial education that ranks, travels and builds trust.
Authority and digital PR
Coverage in national press and major titles, including The Guardian and the Daily Mail. Referring domains grown from 340 to 2,100.
AI search visibility
Making the brand the source that ChatGPT, Perplexity and other answer engines cite.
Teams
Hiring and leading from a standing start. At Stasher I grew the team from one person to eight, including the first localisation hires.