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 to 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 to 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.