I connect channels that are too often managed separately.
Technical SEO can improve eligibility but still fail commercially if the landing page is weak. Paid search can generate leads but still waste budget if qualification and CRM follow-up are poor. Analytics can produce dashboards without answering whether marketing created customers. My approach connects those layers.
Practical digital growth work.
Organic search, local search and technical foundations
Site architecture, crawl/indexation, content journeys, local visibility, entity clarity, structured data and measurement.
Google Ads and intent-led acquisition
Search terms, campaign structure, landing-page alignment, conversion tracking and lead-quality feedback.
HubSpot, forms, automation and lifecycle visibility
Lead capture, property mapping, segmentation, workflows, email/SMS journeys and connecting marketing activity to downstream outcomes.
GA4, GTM, Search Console and reporting
Measurement design that starts with business questions rather than dashboards for their own sake.
Knowledge Hub editorial principles.
Important guides are written to stand alone as useful resources. They link to primary documentation, explain limitations, distinguish first-party data from third-party estimates, and are reviewed as platforms change.
Where a page uses an example, benchmark or scenario, it should be clearly described as an example unless evidence can be published.
Formal study plus implementation.
MSc Digital Marketing — Northumbria University. Postgraduate study across digital strategy, research and marketing practice.
IDM Certificate — Digital & Data Driven Marketing. Professional study focused on data-led digital marketing.
Local base, wider digital remit.
I am based in Newcastle upon Tyne and the site has a strong Newcastle/North East commercial layer. The Knowledge Hub is deliberately broader: the platforms, measurement systems and AI/search changes covered here affect organisations across the UK.