I didn’t come into paid social from a marketing degree. I came in from doing the unglamorous work — running accounts, watching cost per result move hour by hour, and learning which changes actually help and which ones just reset the learning phase.

That’s shaped how I work. I don’t send decks full of impressions and call it a report. I tell you what a result cost, what changed, and what I’m doing next week. If something isn’t working, you’ll hear it from me first.

I stay Meta-only on purpose. Facebook and Instagram change constantly — placements, attribution, creative formats, what the algorithm rewards. Keeping up with one platform properly is a full-time job. Keeping up with four is a claim, not a practice.