About
I studied chemical engineering. I worked in a factory. I left.
The pivot happened in the middle of lockdown, 2021. I had no portfolio and no network in marketing, so I did the only thing available: I took whatever small account would have me and learned in public.
Since then I have worked with more than 30 brands, taught as a teaching assistant at RevoU, and settled into a rhythm I actually like. These days I sit across thirteen e-commerce brands in Southeast Asia, mostly on Shopee, TikTok and Meta.
My job is not clicking buttons anymore. It is reading what the numbers are doing and deciding what happens next.
Why this site exists
Most marketing writing is written by people who stopped running ads years ago.
I still run them. So when something breaks at 2pm on a Tuesday, I have the actual data in front of me, and I can tell you what I did about it and whether it worked.
Some of that turns into articles. Some of it is just a bad day worth writing down. Both live here.