Paid media strategy for brands that would like a clearer way forward

A good paid media marketing strategy isn’t a document that sits in a drawer – it’s a living plan that reflects your business’s goals and adapt to people’s changing behaviours, online and offline.

If you are an international brand and your current approach feels scattered or outdated, that’s where I come in.

Sonia has been a great extension to the Watco marketing team, offering flexibility, thoughtful insight and understanding of our business and our goals

Lucinda Martin

Paid Search Account Director at The PHA Group

When you need a fresh pair of eyes to give your paid media a clear direction

It’s quite common – results have flattened, but nobody is sure why. Your team is busy keeping campaigns running and understand how to use AI, and there’s rarely time to ask whether the plan still makes sense.

Meanwhile the digital landscape keeps changing. People research on several platforms before they get in touch, automation and AI are changing how campaigns run, and privacy rules make tracking harder. What worked a couple of years ago doesn’t generate the same results.

This is usually the moment when a fresh pair of eyes helps.

How I can help

An audit – a close look at your accounts, tracking and structure with a clear view of what’s working, what isn’t and why.

Channel and budget planning – where each paid media channel and campaign meet your audience and how to divide your budget between them.

Adapting to change – Making sense of automation, AI and shifting behaviour, and what they mean for your campaigns in practice.

Measurement you can trust – working out which numbers really matter, and checking that the data behind them is reliable.

Support for your team or agency – a second opinion, a sounding board or help with briefing and reviewing an agency’s work.

How we can work together

An initial conversation – we start with a free call so I can understand your business, your goals and what feels stuck.

Accounts review – I look through your accounts, data and current plans.

Recommendations – I share a clear, prioritised plan in plain English, and we talk it through together.

Ongoing support – if you’d like I can stay involved while your team puts the plan into practice. If not, you’ll have a plan you can take forward yourselves.

Who I work with

Established businesses with real growth goals and a budget that needs to earn its keep. I’ll treat it like my own.

Ecommerce brands

Selling online in the UK or further afield? I’ll turn your paid media budget into profitable sales, not just clicks.

B2B & service businesses

Long sales cycles and niche audiences? I will identify the right decision-makers, turning your ad spend into qualified leads

Brands entering new markets

Going international? I will make your campaigns feel local, because language and culture are part of the strategy, not an afterthought.

Agencies & in-house teams

Need a senior pair of hands or a fresh pair of eyes? I’ll work alongside your team as an extension of it.

Not sure if we’re a fit? Let’s have a chat. If I can’t help, I’ll tell you, and point you in the right direction if I can.

And if you need someone to help with your paid media management, I also offer this service.

Why me?

Independent, experienced and multilingual.

I’ve spent nearly two decades running paid media for brands across Europe – from £85k monthly budgets at ShopStyle to £800k at Celebrity Cruises, from startups to global names like LinkedIn and L’Oréal. In 2020 I went independent, because I wanted to work closely with businesses I genuinely care about, without the layers of an agency between me and the results.

I’m based in Kingston, Surrey. I work fractionally – embedded in your team, focused on your goals, available without the overhead of a full-time hire.