Scaling Performance Across a $12M Media Portfolio

Business Context

At iQuanti, this was one of the most strategically important client engagements — requiring a senior leader who could manage both the commercial relationship and the day-to-day performance of a large, multi-channel media portfolio.

My Role

As Senior Engagement Manager, I owned both the client relationship and delivery of performance marketing across the full portfolio — managing a team, setting strategy, and holding accountability for commercial outcomes.

Advanced audience segmentation and paid media optimisation across multiple digital channels. The strategy centred on building precise audience cohorts based on behavioural and purchase intent signals, then testing creative and bidding strategies systematically to find performance levers.

Managed large-scale performance campaigns with a focus on data-driven creative iteration, continuous A/B testing, and audience refinement. Worked closely with the client team to align campaign objectives with business seasonality and inventory priorities.

“At scale, the difference between 2X and 3X ROAS is almost always audience precision — not creative volume. Rigorous segmentation consistently outperformed broad targeting.”