Field notes
Cadence
Topics
Working
theory,
written down.
Short essays on AI in marketing, search, paid media, and the operating systems behind growing teams.
Most recent first
Schema is the new resume — how to brief your brand to an AI.
When the answer comes before the click, the question is no longer how to rank. It is how to be cited. A working framework, written from twelve recent audits.
The MMM you can actually run on Monday.
A practical recipe for a marketing mix model that does not require a data team.
AI search readiness, in plain language.
What "AI overviews" mean for content strategy — and the three changes most brands are still avoiding.
Stop optimising the wrong thing.
A short essay on the difference between click-through rate and incremental revenue, and why most teams still chase the first.
The quarterly cadence that fixed our forecast.
An operating system for marketing leaders who keep getting blindsided by the board pack.
Holdouts are not optional.
A defence of the geo-holdout test, written for the marketing leader being told it is too expensive to run.
Three creative workflows that actually shipped.
A look inside how three brands integrated generative tools without losing the brand voice.
The technical debt nobody is auditing.
Rendering, indexation, and the parts of SEO that quietly compound against you.
Subscribe
New essays,
in your inbox.
Once every fortnight. The essay only — no newsletter, no promotion.