Field Notes
Thinking in Progress.
Ideas, observations and lessons I'm still working through — from marketing and technology to careers, business and growth.
01
Why Performance Marketing Is Changing
Notes on how automation, AI and increasingly complex advertising platforms are changing the role of the modern performance marketer.
02
What I Learned Managing Multi-Million-Dollar Ad Budgets
Lessons from managing large-scale campaigns across markets, platforms, audiences and business objectives.
03
Performance Marketing vs. Growth Marketing
Where performance marketing ends, where growth begins, and why the distinction matters less than people think.
04
The Problem With Optimizing Only for ROAS
Why a campaign can look excellent in an advertising dashboard while contributing very little to the actual business.
05
What Working Across Markets Taught Me About Marketing
Thoughts on adapting campaigns, messaging and customer acquisition strategies across different markets and cultures.
06
From Mechanical Engineering to Marketing
How an engineering background eventually led me toward performance marketing, growth and international business.
07
What AI Actually Changes for Marketers
Beyond generating copy: exploring where AI can change research, experimentation, analysis and marketing workflows.
08
Building a Career Across Agencies, AdTech and SaaS
Lessons from moving between agency environments, advertising technology, SaaS and early-stage companies.
Why Field Notes?