GLOBAL DIGITAL DIRECTOR · 18+ YEARS
Campaigns don't scale. Systems do.
I design AI-powered performance operating models that turn marketing investment into measurable, scalable revenue — across 35+ global markets and more than €1bn in managed media spend.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
GOOGLE PARTNERS ALL STAR OF THE YEAR
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLDS BIGGEST BRANDS
THE PROBLEM
Most paid media activity plateaus because it's run as campaigns, not systems.
More budget rarely fixes it. Sustainable growth comes from the operating model underneath the spend. The structure, signal quality & decisions that compound over time.
Spend rises, returns don't
Budgets scale but efficiency erodes, because account structures were built for a pre-automation era and never rebuilt for how platforms actually optimise today.
Reporting without decisions
Dashboards multiply, yet leadership still can't see what is genuinely driving incremental growth or where the next pound should be invested.
Performance lives in people
Capability sits with a few individuals instead of the organisation. When they leave, the performance leaves with them. Nothing is embedded.
CLEARER DECISIONS
“
George has bought clarity to our campaign optimisations. Without his strategic thinking, we wouldn't have unlocked additional investment
Integrated Media Leader
Global Retail Brand
WHAT I DO
Six ways I turn performance marketing
into a commercial growth engine.
Engagements are scoped to the situation. Starting from a focused strategic review to full paid media transformation and embedded operating-model design.
01
Performance Growth Strategy
Align paid media, forecasting and commercial targets so investment decisions are driven by profit and margin efficiency. Not platform reporting.
04
Advanced Measurement & Incrementality
Implement robust measurement across GA4, MMM and experimentation so leadership can invest with confidence in transparent, commercially relevant data.
02
AI & Automation Systems
Design AI-enabled workflows across bidding, creative testing and reporting. Turning automation into a competitive advantage rather than a black box.
05
Experimentation & CRO
Build structured testing programmes across funnels, creative and audiences.
Lifting conversion efficiency and creating repeatable performance learning loops.
03
Paid Media Transformation
Rebuild Google, Meta and programmatic ecosystems for signal strength, creative velocity and efficiency. Built for modern automation, not legacy setups.
06
Operating Model & Leadership
Design governance frameworks, playbooks and team structures that deliver consistently across markets. Performance becomes a system, not a dependency.
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
1
2
3
4
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
€150m+
Incremental revenue generated
€1bn+
Media spend managed & counting
10,000+
Reporting hours automated
150+
Specialists led across markets
THE OPTIONS
A director-level operator without the agency layers or the permanent headcount.
Most performance problems are met with a long agency retainer or a senior hire. Here is how a focused, systems-led engagement compares.
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
Mixed account team
One senior salary
Director-level, on demand
Speed to impact
Slowed by layers & onboarding
Three to six month ramp-up
Diagnostic within weeks
Primary focus
Campaign delivery & output
One role's bandwidth
Systems & operating model
Commercial model
Long fixed retainers
Permanent headcount cost
Scoped to the objective
What's left behind
Ongoing dependency
Capability tied to one person
Embedded systems & playbooks
PROFITABLE GROWTH
“
Our campaigns were optimising towards revenue and all the right settings were in place. George helped as think out of the box and changed our strategy to optimise towards profit!
Business Owner
Tourism Industry Sector
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
WHY GEORGE MORTIMER
Hi, I'm George.
I build systems that outlast campaigns.
For 18+ years I've turned marketing investment into measurable growth, across agency and enterprise environments and more than 35 markets. My focus has never changed: build the systems and capability that make performance hold, long after any single campaign ends.
I work with a small number of clients at a time, directly.
No account layers, no junior hand-offs, just senior, director-level attention on your hardest performance problems.
Global Performance Leadership — IKEA+
Led global performance media across 35 markets, overseeing €500m+ in annual media investment and the operating model for search, social and programmatic.
Senior Agency Leadership — dentsu
Directed multi-channel performance for major regional and global clients, building high-performing teams and measurable commercial growth.
Google Partners Honours — All Star of the Year
Awarded the top individual honour from a field of 600 individuals across 50 agencies, for winning case studies and best-practice innovation.
A GENUIN PARTNER
“
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
QUESTIONS
Before you book a call.
Who do you work with?
–
Marketing leaders, founders and performance teams at enterprise and scale-up businesses running meaningful paid media budgets — typically across one or many markets, where the operating model matters as much as the media.
Do you do the work, or just advise?
+
Both. Engagements range from a focused strategic review and roadmap through to hands-on transformation and embedded operating-model design. Each is scoped to what the situation actually needs.
How do engagements typically start?
+
With a diagnostic. I audit structure, tracking, taxonomy and creative before recommending anything — so the plan is built on evidence, not assumption.
What if I just want a second opinion?
+
With a diagnostic. I audit structure, tracking, taxonomy and creative before recommending anything — so the plan is built on evidence, not assumption.
What does an engagement cost?
+
Engagements are scoped to objectives and complexity rather than sold as fixed packages. We will discuss the right level of support, and the investment, on the call.
Want a second opinion on your paid media performance?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com