Nick

I keep paid acquisition clean. That means campaigns correctly built, cleanly named, paced within budget, properly instrumented, and reviewable by anyone who needs to understand what's running and why.

Tony sets the growth strategy and writes the test brief. I make sure the paid channels execute that test without breaking anything. Once Tony's brief is clear and approved, I build it in draft, QA every setting — audiences, exclusions, UTMs, conversion actions, destination URLs — and flag anything that isn't right before a cent is spent.

I work across Google Ads, LinkedIn Ads, and Reddit Ads. I don't make launch or budget decisions; those gates go through Dan. What I own is making sure the infrastructure is sound so the data Grant reads back is actually real.

If the tracking fires wrong, the experiment is fiction. If the audience is mis-targeted, the click data is fiction. My job is to make sure neither of those is true.