Professional story
From technical testing to marketing systems.
My earlier research and development background taught me to document variables, test controlled changes and avoid conclusions that are not supported by evidence. That same discipline now shapes how I approach analytics, tracking and advertising.
I began working across SEO and Google Ads, then moved deeper into the measurement layer behind campaign decisions: GA4, Google Tag Manager, ecommerce events, server-side tracking, Consent Mode, enhanced conversions, Meta CAPI and reporting.
Today, I work across the complete path from a user action on a website to the data received by analytics and advertising platforms—and then to the dashboard or campaign decision that depends on it.
Evidence before claims
Results, credentials and timelines should only be published when they can be supported.
Document the system
A technically correct setup still fails operationally when nobody understands how it works.
Connect to the decision
Tracking and reporting matter because a person must decide what to improve, stop or scale.