've spent 15+ years on both sides of performance marketing — running large budgets inside agency holding companies (iProspect, GroupM) and leading paid media in-house for global brands (Amazon Prime Video, ByteDance, Cognizant, Simplilearn). I've managed $10M+ in US market ad spend across Google, Meta, and TikTok. Since August 2025, I've been consulting — including work with Dentsu Singapore on Hilton Hotels campaigns, and building out medical tourism performance marketing strategy for Shalby Hospitals targeting international patient demand in Oman and Maldives for knee replacement and cardiology services. My depth is in paid search and social at scale: campaign architecture, budget allocation across channels and markets, attribution, and turning ad spend into measurable pipeline — not just impressions.