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I help ecommerce and lead-gen businesses turn Google Ads and paid social into a predictable source of profit, not just traffic. Over 15 years in paid media I've built and scaled accounts across Google, Meta, Microsoft, YouTube and LinkedIn, managing budgets from a few hundred pounds a month to over £1m a year. A few recent results: - Ecommerce fashion retailer: scaled ad spend from £600k to £1m while lifting ROAS from 3.8 to 6.4 - Local services brand: grew leads from 30 to 600+ per month and cut cost per lead from £80 to £13 - B2B SaaS: non-brand conversions up 270% with cost per lead halved - International SaaS: signups up 340% in 90 days at under $4 per lead - Membership body: 60x return across Google, Bing, YouTube and LinkedIn A quick note on my Upwork profile: I've spent those 15 years delivering for agencies and in-house teams, and I've been busy enough that I never got round to building up a reputation here. That's changing. I'm now opening up a small number of spots for Upwork clients directly, which means you get a senior operator who runs seven-figure budgets day to day, not a junior padding out their review count. How I work: - A 50-point audit to find and stop wasted spend fast - Clean campaign builds structured by lane (Brand, Non-brand, Competitor, PMax, Shopping, Retargeting) - Tracking fixed first: GA4, GTM, consent-safe events and offline imports so your data is trustworthy - Optimisation for profit, protecting CPA and ROAS while scaling non-brand - A weekly one-pager and a Looker Studio dashboard so you always know what changed, what moved and what's next Google Ads certified, with an MA in Marketing (CIM) and 15+ years across agency and in-house roles. If you'd like a quick, honest review of your account before you commit to anything, send me a message and I'll take a look. I'll tell you straight where the wasted spend and the biggest opportunities are.

I provide institutional-grade financial modelling, credit underwriting, and capital-raising strategy for developers, asset owners, private equity, and family offices globally. With over 20 years of senior real estate finance experience, I help clients optimize complex transaction architecture, pass rigid investor/lender audits, and successfully secure debt and equity. My background spans Tier-1 investment banking, global debt advisory, and commercial lending, having held senior and director-level positions at Morgan Stanley (CRE Lending & Deleveraging Group), CBRE Capital Advisors (Debt & Structured Finance), and Deutsche Bank. 🏆 Key Track Record & Deal Experience: £1 Billion Landmark Development: Oversaw development financing and credit risk management for the Candy Brothers' One Hyde Park project in London. £200M Student Accommodation & Mixed-Use: Engineered comprehensive cash flow architecture and capital-raising models for large-scale London developments. Moroccan €200M Luxury Development: Built complex financial architecture for a partially completed mixed-use hotel/hospitality asset to secure new layers of debt and equity. Cross-Border Family Office Advisory: Acted as sole financial advisor to an African Family Office, underwriting acquisitions in the UK and a $43M GDV luxury residential project in Miami, Florida. £140M & £21M Commercial Refinancings: Originated, structured, and executed major office and logistics refinancings across the UK. 🛠️ Core Expertise & Deliverables: Macro-Free Financial Architecture: Building highly dynamic, easily auditable Excel models (Monthly Cash Flows, dynamic debt schedules, SOFR interest reserves, and multi-tiered GP/LP Equity Waterfalls) that pass institutional firewalls completely without broken VBA/macros. Bank & Credit Committee Readiness: Stress-testing models using formula-driven scenario matrices to analyze key metrics (DSCR, ICR, LTV, IRR, Debt Yields) ahead of capital raises. Comprehensive Deal Packaging: Authoring institutional-quality investment memos and risk matrices. If you are preparing for a capital raise, restructuring a portfolio, or need an independent, autonomous audit of your project mechanics, let’s connect to discuss your timeline.

Strategy consultant (ex-Bain & Company), working with Fortune Global 500 and top private equity clients across various industries on critical issues in business strategy, organisations and operations. Proven track record of strong analytical skills, pragmatic thinking and the ability to present complex ideas to C-level executives. Energetic and entrepreneurial, with degrees from the University of Cambridge and the University of St Andrews.

I am a quantitative finance specialist with a Ph.D. in Economics & Finance and over 10 years of experience across financial markets, private equity, financial institutions, and corporate sectors. I develop advanced financial and econometric models for portfolio analysis, risk assessment, valuation, and forecasting. My work focuses on transforming complex time-series and financial data into clear, decision-grade outputs using Python, R, SQL, Bloomberg, and institutional data platforms.

I specialise in modernising cumbersome manual systems by developing smooth digital workflows, offering crucial support to founders, board-level consultants, and entrepreneurs in need of a proactive, strategic partner rather than a mere task completer. Key areas of support: • Project coordination and optimisation • Operations and systems development • Strategic planning and problem-solving • Compliant administration and governance (for businesses in regulated industries) Past projects include: • Setting up operations for boutique fund management services • Coordinating regulatory approval applications (e.g., FCA) • Streamlining operations for international development companies • Building operational infrastructure for scaling businesses Originally from London (🇬🇧), I'm currently based in Hong Kong (🇭🇰).

I am a UK-based ICAEW Chartered Accountant with nearly 14 years of experience helping businesses streamline their finances, stay compliant, and make smarter financial decisions. I support startups, SMEs, and growing eCommerce brands across the UK, US, and Canada — delivering accurate accounts, proactive tax planning, and reliable financial reporting. I also run a Chartered Accountancy firm in London that is regulated by ICAEW, giving my clients the assurance of working with a fully compliant, professionally supervised practice. As a registered HMRC Agent with my own Companies House Presenter ID, I assist businesses end-to-end — from company formation to VAT registration, bookkeeping, payroll, tax filings, and strategic financial planning. Specialist Services I Offer UK Company formation & compliance VAT registration & returns (especially for Amazon, Shopify, and other eCommerce sellers) Bookkeeping & reconciliations Statutory accounts & financial statements Corporation tax, self-assessment & international tax filings Payroll processing (UK, US & Canada) Cash flow forecasting, budgeting & financial analysis Credit control and invoice management Liaising with HMRC, CRA, and IRS on behalf of clients Systems I Work With Xero | QuickBooks | Sage | SAP | Foxpro | Custom ERPs | OneBox | Google Drive | Microsoft Office | POS data systems (Amazon, Shopify, retail systems, etc.)