I was Head of Digital Marketing at WPNC, the UK charity agency, where I ran paid social for VSO International, SSAFA, Breakthrough T1D UK, Blesma and Bank Workers Charity. The clearest example: a sustained programme of creative testing on VSO’s supporter acquisition that halved its cost per acquisition.

Before that I led growth at Perfocal, a photography marketplace start-up, through its seed round, and grew Talk London at the Greater London Authority, where a structured testing roadmap lifted conversion rate by 150%. Charity, e-commerce, small service businesses, startups – enough different markets to know that what works in one rarely transfers whole into another, and that the only reliable way to find out is to test it.

AmpVis is the name for that work. Before I touch an account I read its market the way I read this one: 890 ads across 33 charities, 442 of them tagged attribute by attribute. That depth usually belongs to accounts much larger than yours, because of what it costs in hours. I built the tooling that takes out the hours, not the depth.