The Mind
How the work actually gets done.
Three pillars, one operating system. Every campaign I touch runs on this methodology.
Systems Thinking
Every campaign is a system. Testing feeds scaling feeds learning feeds better testing. When one part improves, the whole machine gets faster.
- —Campaign structures designed around unit economics, not templates
- —Testing cadence: 3+ creative variations per week, systematically
- —Budget allocation driven by live data — scaled daily, not monthly
- —Every decision logged, tracked, and available for future reference
AI Integration
Custom AI systems built for real-world media buying operations. Not chatbot wrappers — production infrastructure.
- —Automated daily analysis across 10 accounts simultaneously
- —Per-client AI context: brand voice, audiences, product catalog, history
- —Spend drift detection that catches issues within hours, not weeks
- —Creative briefing pipeline: research-backed briefs in under 10 minutes
Evidence-Based Decisions
No gut feel disguised as strategy. Every recommendation traces back to real data, tested frameworks, and documented reasoning.
- —Weekly reporting with ROAS, CPA, spend efficiency, creative fatigue signals
- —Decision logging — every change is documented with reasoning and expected outcome
- —Framework-backed: Ben Heath methodology, tested on $200M+ in managed spend
- —Honest about what works and what doesn't — ego doesn't drive decisions
The Stack
Meta Ads API
Live performance data, no dashboard lag
Claude Code
AI-powered analysis, briefing, and reporting
Custom Skills
11 specialized workflows for every ad operation
Automated Monitoring
24/7 spend drift and anomaly detection
ClickUp Pipeline
Research-to-brief creative production system
Knowledge Base
14-topic media buying encyclopedia, continuously updated
Ready to see this in action?