Factory Pattern

At Factory Pattern, a UX-focused digital agency based in Cheltenham, I lead the strategy and execution of high-performance paid media campaigns that drive measurable growth for ecommerce and lead-generation clients.

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🛠️ 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: I plan, build, and optimise Google Ads and Meta Ads campaigns across Search, Display, Shopping, and Remarketing channels.
📊 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻: Through in-depth keyword research, audience targeting, and A/B testing, I continuously refine campaigns to enhance performance.
💰 𝗕𝘂𝗱𝗴𝗲𝘁 𝗢𝘃𝗲𝗿𝘀𝗶𝗴𝗵𝘁: I manage monthly ad spends ranging from £20k to £50k+, ensuring cost-effective strategies that maximise ROI.
🤝 𝗖𝗿𝗼𝘀𝘀-𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻: Working closely with our SEO, design, and development teams, I align paid media strategies with broader marketing goals to boost conversions and revenue.

Passionate about leveraging data and creativity, Factory Pattern gives me the platform to contribute to innovative and impactful digital marketing solutions.

Senior Paid Media Specialist

Fibre Marketing

As Head of Paid Media at Fibre Marketing, I led high-performing, data-driven paid search and social strategies for B2B and B2C clients. My work focused on driving quality leads, improving ROI, and aligning paid media activity with broader digital marketing goals.

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🎯 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Directed the planning, execution, and optimisation of PPC campaigns across Google Ads, Microsoft Ads, LinkedIn Ads, and Meta Ads.
📈 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗙𝗼𝗰𝘂𝘀𝗲𝗱: Delivered measurable improvements in CTR, CPL, and ROAS by combining rigorous data analysis with targeted ad creative and landing page alignment.
🔍 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 & 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Built intent-led campaigns based on detailed keyword research and audience profiling to attract high-quality, conversion-ready traffic.
📊 𝗗𝗮𝘁𝗮 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆: Introduced and maintained live performance dashboards and led regular reporting sessions to ensure clarity and accountability for campaign results.
🤝 𝗖𝗹𝗶𝗲𝗻𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻:  Acted as the key point of contact for paid media clients, delivering strategic insights, growth opportunities, and performance reviews.
💡 𝗖𝗿𝗼𝘀𝘀-𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: Collaborated with SEO and content teams to align messaging, reduce inefficiencies, and improve overall digital marketing performance.

Head of Paid Media

Portman Dental Care

At Portman Dental Care, I led the paid search strategy and execution for a growing portfolio of 200+ dental and orthodontic practices. Over four years, I scaled a highly profitable paid media channel that consistently delivered quality leads and significant revenue growth.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
📈 Scaled the paid search channel sustainably over 4 years, aligned with rapid business growth.
🦷 2023 (to Nov): 33,000+ online leads → ~£4M estimated revenue
🦷 2022: 20,000+ online leads → ~£3.5M estimated revenue
🦷 2021: 18,000+ online leads → ~£3M estimated revenue
🦷 2020: 2,500+ online leads → ~£500K estimated revenue

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🧠 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆:  Collaborated with individual practices to ensure treatment promotions were relevant, compliant, and aligned with brand messaging.
💸 𝗕𝘂𝗱𝗴𝗲𝘁 𝗢𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽: Managed the full paid search budget with meticulous tracking and spend efficiency.
🔍 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Ran Google & Bing Ads (inc. Performance Max), conducted keyword research, optimised targeting, A/B tested creatives, and refined messaging.
📊 𝗗𝗮𝘁𝗮 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴: Built advanced Looker Studio dashboards, integrating Google Analytics 4, CRM data, and call tracking software for deep performance insights and seasonal trend analysis.

Paid Search Marketing Manager

Dean Webley Pay-Per-Click Marketing

As an independent paid media consultant, I helped a diverse portfolio of clients—from US e-commerce brands to UK service providers—grow their digital revenue through tailored, performance-led advertising strategies.

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🔍 𝗣𝗮𝗶𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Ran campaigns across Google Ads, Bing Ads, Amazon Ads, and Facebook Ads. Conducted keyword research, A/B tested ad creatives, and optimised targeting and scheduling. Designed and deployed remarketing creatives and built effective audience strategies.
📊 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴: Delivered detailed year-on-year and product-level performance analysis using Google Analytics. Led monthly performance reviews and strategic planning calls with clients.

Paid Search Marketing Consultant

Journey

At Journey Hospitality, I developed and executed multi-channel digital marketing strategies for some of the UK and Ireland’s most prestigious luxury hotels and resorts. My role spanned paid media, SEO, CRO, and analytics—driving exceptional growth in direct bookings and online revenue for high-end travel brands.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
🏨 𝗟𝘂𝘅𝘂𝗿𝘆 𝗛𝗼𝘁𝗲𝗹 𝗚𝗿𝗼𝘂𝗽 – 𝗖𝗼𝘁𝘀𝘄𝗼𝗹𝗱𝘀 (𝟮𝟬𝟭𝟴): Delivered a £1M+ year-on-year revenue increase via the website with <1% advertising cost of sale and a 3,000% return on ad spend (ROAS).
🏙️ 𝗖𝗶𝘁𝘆 𝗛𝗼𝘁𝗲𝗹 – 𝗞𝗶𝗹𝗸𝗲𝗻𝗻𝘆, 𝗜𝗿𝗲𝗹𝗮𝗻𝗱 (𝟮𝟬𝟭𝟴): Achieved a 300% YoY increase in direct bookings with <5% advertising cost of sale and a 1,000% ROAS.

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🎯 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Conducted demand analysis, customer profiling, and promotional planning to align marketing efforts with seasonal trends and target audiences.
🔍 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Managed campaigns across Google Ads, Bing Ads, Facebook Ads, and LinkedIn Ads—including keyword research, ad scheduling, multilingual campaigns, A/B testing, and advanced remarketing strategies.
🧠 𝗦𝗘𝗢 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Led on-site SEO improvements (page titles, meta descriptions, redirects) and off-site efforts (citation building, link analysis) alongside in-depth competitor keyword profiling.
🧭 𝗨𝗫 & 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻: Analysed user flows and developed/tested landing pages to improve engagement and conversions.
📊 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴: Built visual dashboards in Google Data Studio and delivered monthly insights through GA-based performance reviews and client calls.

Digital Marketing Manager

As an independent paid media consultant, I helped a diverse portfolio of clients—from US e-commerce brands to UK service providers—grow their digital revenue through tailored, performance-led advertising strategies.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀
☕ 𝟮𝟬𝟭𝟳 – 𝗨𝗦 𝗖𝗼𝗳𝗳𝗲𝗲 𝗣𝗼𝗱 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗼𝗿: $150K+ in direct website sales via Google Ads, $800K+ in Amazon sales through strategic Amazon Ads management
🧳 𝟮𝟬𝟭𝟲 – 𝗟𝗼𝗻𝗱𝗼𝗻 𝗟𝘂𝗴𝗴𝗮𝗴𝗲 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿: £60K+ YoY increase in paid search revenue, 100% YoY improvement in ROAS, with no increase in ad spend

𝗞𝗲𝘆 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀
🔍 𝗣𝗮𝗶𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁:  Ran campaigns across Google Ads, Bing Ads, Amazon Ads, and Facebook Ads. Conducted keyword research, A/B tested ad creatives, and optimised targeting and scheduling. Designed and deployed remarketing creatives and built effective audience strategies.
📊 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴: Delivered detailed year-on-year and product-level performance analysis using Google Analytics. Led monthly performance reviews and strategic planning calls with clients.
🛒 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝗶𝗲𝘀 𝗦𝗲𝗿𝘃𝗲𝗱: E-commerce: Coffee pods, fresh-baked cookies (NYC), luggage retail
🛠️𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝗦𝗲𝗿𝘃𝗲𝗱: Agricultural software, wedding photography, Indian dining, CNC machining

As a consultant, I brought a mix of strategic vision and hands-on execution—always grounded in data and focused on scalable, profitable outcomes.

Media52

As Digital Marketing Manager at Media52, I led the strategy and execution of performance-driven campaigns across a diverse client base, including ecommerce retailers and service providers in sectors such as pharmaceuticals, orthodontics, and industrial metals.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:
🚀 Achieved £80,000+ in sales in the first 12 months for a UK-based car winch ecommerce site, delivering a 500% ROAS through highly targeted paid search.
📈 Boosted enquiries 6x for a pharmaceutical manufacturer, with ~50% of leads generated via Google Ads.

𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀:
🔍 𝗣𝗮𝗶𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – Led campaigns across Google Ads & Bing Ads, including keyword research, audience targeting, ad scheduling, A/B testing, and ongoing optimisation.
✍️ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 –  Wrote copy for websites, ads, and print materials; created scripts and voiceovers for video content; managed uploads via custom CMS.
🔎 𝗦𝗘𝗢 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 – Optimised on-site elements (titles, meta descriptions), performed competitor keyword analysis to enhance organic visibility.
📊 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 – Used Google Analytics to track year-on-year performance, assess product trends, and deliver insights in monthly client meetings and calls.

My approach combined creativity with data-driven strategies to consistently deliver measurable results across a broad spectrum of industries.

The Great British Card Company Plc (GBCC)

At The Great British Card Company, I led the digital launch of a brand-new personalised greeting card service, playing a key role in both the technical setup and the go-to-market strategy. From shaping the design of the personalisation engine to driving traffic and conversions, I managed the full digital journey from concept to market.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:
💷 Generated £30,000+ in sales through the new ecommerce site within the first 12 months of launch.
🛠 Helped design and test the custom card personalisation engine, ensuring a smooth and engaging user experience.

𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀:
📊 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 –  Conducted demand analysis, customer profiling, and created detailed promotion calendars to align with seasonal demand.
💰 𝗣𝗮𝗶𝗱 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 – Managed campaigns across Google Ads, Bing Ads & Facebook Ads, including keyword research, A/B testing, targeting optimisations, and scheduling.
📱 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – Ran organic campaigns and engagement strategies on Twitter, Facebook, and Pinterest.
🔎 𝗦𝗘𝗢 – Implemented on-site SEO (meta tags, redirects), keyword strategies, and competitor analysis to drive organic growth.
✍️ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 – Produced website copy, video scripts, and voice-overs; uploaded and maintained content via a custom CMS.
🧪 𝗨𝘀𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 – Analysed user flows, created and tested landing pages, and collaborated on the design/testing of the product personalisation engine.
📈 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 – Used Google Analytics and Data Studio to monitor KPIs, report on product performance, and present findings in monthly client meetings.

This role was a blend of creative strategy and technical execution, helping transform a traditional greeting card brand into a dynamic online retailer with a unique, personalised product offering.

Ocere International

My first full-time role in marketing and my introduction to the world of paid search, this position at Ocere marked the beginning of my passion for data-driven strategy. I quickly found myself drawn to the measurability, strategic depth, and precision that paid search offered—and knew I’d found my niche.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:
👠 Helped launch a startup ladies’ shoe retailer, driving over £10,000 in online sales in the first 3 months via Google Ads, achieving a 3000% ROAS.
📈 Consistently delivered results across ecommerce and service-based clients in competitive markets such as locksmithing, plumbing, and hospitality.

𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀:
🔍 P𝗣𝗮𝗶𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁  – Managed end-to-end PPC campaigns across Google Ads & Bing Ads: keyword research, audience targeting, ad scheduling, A/B testing, and performance optimisation.
🎯 𝗥𝗲𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 (𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴) – Designed banner ads, built custom remarketing lists, and launched retargeting campaigns to maximise conversion value.
🌐 𝗠𝘂𝗹𝘁𝗶-𝗟𝗶𝗻𝗴𝘂𝗮𝗹 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 – Adapted strategy and creative for international markets, ensuring relevance and reach across diverse audiences.
📊 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 & 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 – Used Google Analytics to analyse performance trends, deliver client-facing insights, and support monthly reporting calls with account managers.

This role gave me a strong understanding of performance marketing and ignited a lasting appreciation for turning insight into action and helping businesses grow using strategic, scalable paid strategies.

Buying Support Agency Ltd

My first step into the marketing industry came through a rewarding placement with GreenBuying.co.uk (part of the Buying Support Agency), a supplier of eco-friendly office and school supplies. This role offered hands-on experience across digital and offline marketing channels, helping me build a strong foundation in marketing.

𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:
💰 Contributed to £3,000 in additional sales through targeted campaigns and digital activity.
📈 Drove a 32% increase in website visits, helping boost brand visibility.
📬 Launched email campaigns reaching 50,000+ recipients, supporting lead generation and awareness.

𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀:
🔍 𝗠𝗮𝗿𝗸𝗲𝘁 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 – Conducted customer profiling and competitor analysis to inform campaign strategy.
🖥 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 & 𝗗𝗲𝘀𝗶𝗴𝗻 – Created marketing collateral such as flyers, pamphlets, and blog content to support outreach efforts.
📣 𝗘𝘃𝗲𝗻𝘁 𝗖𝗼𝗼𝗿𝗱𝗶𝗻𝗮𝘁𝗶𝗼𝗻 –  Successfully organised a promotional event to engage new and existing customers.
🔎 𝗢𝗻-𝗦𝗶𝘁𝗲 𝗦𝗘𝗢 – Helped optimise website metadata, including page titles and descriptions, to enhance search visibility.
📱 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – Managed LinkedIn, Twitter, and Facebook channels to grow community engagement.

This placement laid the groundwork for my career in marketing and began my interest in helping brands grow through smart, data-informed strategies.

Marketing Executive

With over 13 years of hands-on experience in digital marketing, I've worked across agencies, in-house teams, and as a consultant — delivering measurable growth for businesses of all sizes, from startups to established global brands.

🔍 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝗶𝘀𝗶𝗻𝗴 𝗶𝗻:
Google Ads (Search, Display, Video), Paid Search (PPC), Keyword Research, Google Analytics, Looker Studio, Microsoft Excel

🧠 𝗔𝗹𝘀𝗼 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝗶𝗻:
SEO (technical, on-site, local), Paid Social, Display & Remarketing, Full-Funnel Paid Media Strategy, CRO, UX, Landing Page Optimisation, Funnel Analysis

📈 𝗖𝗲𝗿𝘁𝗶𝗳𝗶𝗲𝗱 𝗶𝗻:
Google Ads (Search, Display, Video, Measurement, AI-powered ads), Microsoft Ads, Google Analytics, SEMrush (SEO), HubSpot (Content Marketing & SEO)

🛠 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝗻𝗰𝗹𝘂𝗱𝗲𝘀:
Dental, Travel, E-commerce, Retail, Education, Engineering, Agriculture, Pharmaceutical, Food & Drink, and Events.

🏆 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀:
• 2023 – UK dental corporate: 33,000+ online leads, ~£4M estimated revenue
• 2018 – Cotswold luxury hotels: £1M+ YoY website revenue growth
• 2017 – US coffee pod brand: $150K+ in sales via paid search
• 2016 – London retailer: £60K+ YoY increase in paid search revenue
• 2015 – UK car winch retailer: £80K+ website sales in first year

I’ve managed budgets from £100/month to $1M/year, always focused on scalable, profitable, data-led growth. My passion lies in using paid media to solve real business problems — and in the details that drive digital performance.

When I’m not deep in campaign strategy or analytics, you’ll find me running, swimming, watching the NFL, or behind the lens — 500px.com/p/deanwebleyphotography

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