Work Experience

Most companies don’t have a budget problem — they have a waste problem. After reviewing paid media accounts across startups and scaleups, one pattern appears consistently: 20–40% of ad spend delivers little to no incremental value. Not because ads don’t work, but because systems quietly fail. This article breaks down where the waste comes from and how to fix it before increasing spend.

LinkedIn has become much more than a platform for job seekers — it’s a place to build credibility, create opportunity, and stay connected in a fast-moving digital world.

After 15+ years in digital marketing, working with businesses of all sizes across multiple countries, I decided to start this blog as a space to share ideas, frameworks, and personal insights that have shaped my approach to strategy, performance, and growth.