From analyzing markets to building them.

I graduated as a Master in Business Economics in 2018, with honors. The program gave me a broad understanding of how businesses operate, plus the analytical and strategic thinking that still shapes how I tackle marketing today.

My first role was in Category Management. That's where I learned how online retail actually works: supplier negotiations, product launches, range optimization, and a lot of time spent next to the marketing team. The seed for what I do now.

By 2022 I knew I wanted to go deeper. I completed a postgraduate in Digital Marketing alongside my full-time job, with honors. SEO, Google Ads, conversion optimization. Within weeks I knew this was the work I wanted to do for a long time.

What followed was the kind of curiosity that doesn't switch off at 5 PM. Courses, books, blogs, podcasts. SEO, CRO, feed optimization, paid search, and now the seismic shift toward AI-driven search. I still chase the next thing every week.