Prove, Convince, Move the Organization
A good business decision does not always move through an organisation simply because it makes sense. A reflection on what it takes to turn a decision into something the organisation can actually act on.
Work
Annual Planning Under Growth Pressure
When growth expectations keep rising, annual planning becomes more than setting a bigger target. It is about understanding where the next growth can come from, what the existing business can still stretch, and what needs to change when it cannot.
Agency → Client-side: When the Same Number Means Something Different
Moving from agency to client-side changed more than the scope of responsibility. It changed how performance numbers were interpreted — from optimizing a channel to understanding what that performance meant for the broader business.
From Platform Access to Strategic Partnership
Building a strategic platform relationship is not simply about asking for more support. It starts with creating enough credibility, leverage and mutual value for both sides to invest in the partnership.
When High ROAS Doesn’t Mean More Growth
A high ROAS can look like a reason to spend more. But when paid GMV grows without proportional total-store growth, the real question is what is constraining the business.
Building the Business Behind a New Channel
A new channel is rarely just a channel launch. When the existing organisation is not ready for it, the real work is making the business capable of capturing the opportunity.