Selected Work
A small set of cases across campaign analysis, marketing measurement and content operations. Each one separates what was observed from what can reasonably be concluded.
Problem → Evidence → Decision → Execution → Measurement → Learning
How I structure a case
Start with the actual problem, not the output.
Separate evidence from interpretation.
Connect the decision to measurement and learning.
An OOH analysis built around the data that was actually available: structure counts, active days and slogan-level delivery — with the limits of that evidence made explicit.
Campaign analysis & measurement discipline
Execution / delivery data
What can we conclude responsibly?
A measurement case about moving beyond metric reporting: adding context, interpretation, limitations and recommendations that can support the next marketing decision.
Marketing measurement
Reporting → interpretation
Decision-oriented recommendations
A team-management case about reducing dependence on final-manager review by moving standards, briefing and QA earlier into the content workflow.
Content operations
Quality dependency
Build quality into the system
The thread across the work
The projects are different, but the operating principle is consistent: define the problem, know what the evidence can support, make the decision explicit and carry the learning forward.