Paid Media Strategist
& Fractional CMO
15+ years leading marketing strategy and paid media for trades businesses, SMBs, and growth-stage companies across Queensland and nationally. I build the infrastructure that makes ads work, not just the ads themselves.
Creator of the AdSpend Viability Score™ — a diagnostic framework used to assess ad readiness before a dollar is committed. My approach: diagnose, build, then scale. No guesswork, no vanity metrics.
What I Bring
Paid Media That Converts
Meta and Google Ads strategy grounded in business economics — offer margin, CPA thresholds, and pipeline mechanics — not just platform tactics.
Senior Marketing Leadership
Fractional or full-time CMO capability. Marketing strategy, team direction, agency oversight, reporting to leadership. I've sat at the senior table.
Funnel & Offer Architecture
Full-funnel thinking from offer construction to lead flow to CRM. I don't just run ads — I build the infrastructure that makes them work.
Commercial Accountability
Background in B2B sales leadership (State Manager level). I understand pipeline, targets, and revenue accountability — not just marketing vanity metrics.
Client & Stakeholder Comms
Experienced presenting performance data and strategy to boards, founders, and senior leadership in plain English. No agency speak.
Product & Launch Experience
Built and launched digital products, diagnostic tools, and multi-stage funnels. Understand the full commercialisation path from idea to revenue.
Experience
- Consistently delivering 150%+ of qualified lead KPI targets (Build Today Meta campaign)
- Developed the AdSpend Viability Score™ (AVS) — a 6-dimension diagnostic scoring businesses 0–100 for paid media readiness
- Built and launched three digital product suites with full funnel and GHL delivery infrastructure
- Created the Ad Profit Engine (APE) companion tool for CPA/ROAS modelling
- Managed DFY Meta and Google Ads for trades clients across plumbing, electrical, HVAC, pool, and building sectors
- Acted as strategic lead and primary point of contact for clients entering structured digital marketing programs, managing expectation-setting, campaign strategy and performance reviews from day one.
- Conducted up to 10 client-facing sessions daily, translating campaign data into clear commercial language for business owners across a range of industries.
- Managed client onboarding workflows in Go High Level (GHL), including automation sequences, segmentation and lead tracking through the pipeline.
- Coordinated internal delivery teams to ensure campaign launches met quality standards and client timelines.
- Managed client relationships and campaign performance across a portfolio of eCommerce and service-based accounts within a specialist performance agency.
- Delivered structured monthly performance reports with strategic recommendations, connecting campaign data to client commercial objectives.
- Coordinated with SEO, email and web teams to ensure integrated delivery and consistent performance across all client channels.
- Directed digital marketing strategy across up to 30 simultaneous client accounts, acting as strategic lead across paid media, SEO and content for a diverse agency portfolio.
- Led monthly client performance reviews, presenting full-funnel analysis and commercial recommendations to founders and senior stakeholders.
- Identified funnel performance issues and coordinated internal specialists to resolve them, maintaining accountability for outcomes rather than just activity.
- Built repeatable onboarding, reporting and campaign systems that improved team consistency and reduced time-to-value for new clients.
- Mentored and developed junior account managers and paid media specialists across client communication and strategic analysis.
- Managed digital marketing campaigns across paid, SEO, email and social channels, consistently hitting 150%+ of qualified lead KPI targets.
- Managed CRM and automation workflows in ActiveCampaign and Pipedrive, ensuring clean lead data flow from campaign to pipeline and accurate attribution across the funnel.
- Reported campaign results to commercial leadership weekly, providing performance narratives tied to pipeline and revenue rather than channel-level metrics alone.
- Managed the full in-house digital marketing function as strategic lead and single point of accountability, reporting directly to business ownership.
- Built and presented monthly performance reports connecting campaign activity to enquiry volume, lead quality and revenue contribution.
Performance & Proof
Own Ventures & IP
6-dimension scoring model (offer price, gross margin, close rate, speed-to-lead, traffic source, daily spend capacity) that produces a 0–100 readiness score and a FIX / TEST / SCALE verdict. Built as a Custom GPT and quiz funnel. Companion tool: Ad Profit Engine (APE) for CPA/ROAS modelling.
Three low-ticket training products built with full funnel architecture (FE + bump + 2× upsell), GoHighLevel delivery, and organic short-form video traffic strategy. Each $9 front-end targeting SMBs and aspiring digital marketers.
Longer-term course concept helping people approaching 50 create AI-powered, recurring revenue businesses as mentors — drawing on Andy's own experience building online businesses later in career.
- Directed strategy across 30+ simultaneous client accounts at Fractal Pty Ltd, maintaining strong client relationships and measurable commercial outcomes across a diverse agency portfolio.
- Consistently delivered 150%+ of qualified lead KPI targets at Build Today through disciplined full-funnel optimisation and pipeline-aligned campaign strategy.
- Built and operated Brisbane Web Marketing for 15+ years as a full-service digital consultancy, managing all client strategy, reporting and account management as sole operator.
- Developed the AdSpend Viability Score™ — a proprietary pre-launch diagnostic framework used across all new client onboarding to protect ad spend and improve funnel performance.
References & Testimonials
"To work alongside Andy has been a dream. He is hands down the most highly skilled digital marketing expert that I have worked with, and he can be relied upon to bring in leads that generate ROI. He is the most skilled person at using Facebook Business Manager that I have worked with, and knows how to bring in thousands of quality leads into a company through Facebook ads, Google AdWords and other digital marketing avenues. He is a marketing technology wiz who knows how to use various software platforms and connect them for seamless execution. Apart from being a business's secret 'lead generating' weapon, he is a great team player, enjoyable to work with, and thoughtful of his teammates. One of the most important assets of any business."
"I just want to say you're a pleasure to work with. When I first started you were such a pivotal part of welcoming me to Fractal — you were always there to help answer all my questions and walk me through basic Facebook ad set ups. You're such a warm and bright personality and you're always there right away to help with any tech issues."
"So impressed. If you need a guy to get in your court and get you more customers then I can't recommend him enough. The reputation videos are amazing and effective."
"It seems nothing is too much trouble, even for a fussy guy like me. Andy is a trooper and really knows his stuff plus how to keep you in the loop in a way that makes it all seem simple."
"Endorsed for Online Marketing and Web Analytics via LinkedIn. Andy certainly has the skills to handle any client campaigns. He is a pleasure to work along side, great for the team."
Education & Credentials
Let's Have a Straight Conversation
Whether you need a fractional CMO, a paid media strategist, or someone who can own a senior marketing role end-to-end — I'd rather spend 20 minutes talking than send a wall of email.