Welcome to
My Blog.
Data, Strategy, and The Creative Archive.
This blog documents my evolution from a hands-on designer to a performance marketing consultant. As a result, the content here is a bit of an eclectic mix.
My latest insights focus entirely on unit economics, Meta ad architecture, and data-driven performance. But if you dig into the archives, you will find practical Adobe tutorials, creative strategy, and personal travel films.
It is a random mix, but it is an honest look at the creative foundation behind the commercial systems I build today.
Explore my latest blog posts.
TikTok Smart+ Campaigns: Best Practices for 2026
Transitioning to TikTok Smart+ requires a fundamental shift in how you buy media. Learn how to stop micromanaging daily bids and start building the robust data pipelines and creative matrices that actually fuel algorithmic growth.
Your Executive CAPI Cheat Sheet: Understanding Conversion APIs
The golden era of pixel tracking is over. Thanks to iOS updates and ad blockers, your client-side data is leaking. Learn how the Conversions API (CAPI) securely connects your server to Meta, stopping signal loss, lowering your ncCAC, and protecting your bottom line.
Meta's New Location Fees (July 2026): A Direct Hit to Your Unit Economics
Starting 1 July 2026, Meta is passing Digital Services Taxes directly onto advertisers. Learn how these stealth location fees will silently inflate your ncCAC, render in-platform ROAS obsolete, and why you must update your commercial data engine to protect your net profit.
The ROAS Trap: Why Contribution Margin is the Only Metric That Matters
Platform ROAS is a vanity metric that won't pay your supply chain. Learn why Contribution Margin and MER are the only true north stars for scaling a profitable, predictable e-commerce acquisition engine.
How to Create a Realistic Dual Lighting Effect in Photoshop 2025
Learn how to create a stunning dual lighting effect in Photoshop 2025 that blends naturally with your subject’s skin tones. This step-by-step guide ensures professional and realistic results every time.
The Quickest Way to Remove Backgrounds in Photoshop 2025
Master the quickest way to remove backgrounds in Photoshop 2025 with this step-by-step guide. Learn how to use the Object Selection Tool for precise and efficient edits, and see why it outshines the Select Subject feature for professional results.
How to Fix Messy Hair Fast in Photoshop 2025
Learn how to fix messy hair quickly with Photoshop 2025's powerful AI tools. This step-by-step guide shows you how to use Generative Fill to tidy up stray hairs in seconds.
The Perfect Blend of Creativity, AI, and Compliance: Mastering Ad Strategy in 2024
Discover how industry experts are blending human creativity, AI, and compliance to craft standout ad strategies for 2024, and learn actionable insights from the Creative Strategy Summit.
How is the Rapid Development of AI Models Influencing the Exponential Growth in Global Data Generation?
Discover how the rapid development of AI models is driving an unprecedented explosion in global data generation. This article breaks down the staggering scale difference between a terabyte and a zettabyte, using easy-to-understand analogies and real-world context.