Marketing measurement
Ad reports made some campaigns look about 4× cheaper than they were.
Read the case →Hi, I’m Juan · Marketer in Houston
I turn messy marketing questions into decisions a team can trust.
For six-plus years I’ve planned digital ads, fixed the reports that judge them, and helped Sales see which leads deserve attention.
Outside work, I build things to learn: a tool that sorts job posts, a system that finds gaming clips, research labs that test ideas, and a small dungeon game. Each one starts with a real problem and shows what happened, including what didn’t work.
6+ yrs
in marketing
$65k+
in monthly ad budgets managed
4×
how much cheaper some campaigns looked than they were, in a public ad study
6
projects built to learn
What I build
Different subjects. Same way of working.
Some are marketing questions, some are research, and some are just things I wanted to exist. Pick any one; each makes sense on its own.
See all six projects →Job search tool
It reads hundreds of job posts so I only read the closest matches.
See how it works →YouTube channel
It sorts tens of thousands of game clips down to the ones worth a look.
See the video system →
A closer look
Ad reports can make a campaign look better after you’ve decided.
In a public dataset of 675 campaigns, most of the credit for results arrived after the budget decision was made and got filed back into the old report. I built a check for what was actually known on decision day, wrote the plan down first, then tried hard to break the result.
The question I asked
What did the report actually know on the day the budget was decided?
1 day laterBudget decided
39%
39%
1 week later
64%
64%
30 days later
100%
100%
Who I am
The work matters. So does the person doing it.
I’m from Houston, the oldest in my family and the first to go to college, and I learned early to figure things out without a perfect playbook. At work I’ve planned six-figure ad investments, managed $65k+ monthly budgets, led a team of four, and tied marketing to multi-million-dollar sales targets.
What I bring
Six years of marketing experience, a strong sense of audience, and the patience to make complicated work understandable.
What I’m like to work with
Quiet at first, direct once I understand the problem, and more interested in a useful answer than a flattering one.
Where I do my best work
Demand generation, paid media, and marketing analytics teams that care how results are measured.
What I care about
Clear thinking, good handoffs, honest limits, and leaving the next person with something they can actually use.
If this sounds useful
Start with a real question.
If you need someone who can understand the audience, make the problem clearer, and build enough structure to move it forward, that is the kind of conversation I’d like to have.
LinkedIn messages reach me fastest. Or start with the project tour or more about me.