From physio to performance marketer. Unusual – but that's exactly what makes the difference.

I didn't come from marketing. I came from healthcare – five years as a physiotherapist, diagnosing problems, building recovery programs, tracking measurable progress for real people. Then something shifted. I started noticing the same patterns in business that I saw in rehab: people jumping to solutions without understanding the problem. Throwing money at symptoms instead of fixing the root cause. I moved into digital marketing and quickly realized the industry was full of people who ran ads but couldn't explain why they worked. I wanted to be different. I went deep on Meta, on funnels, on creative strategy, on data. Five years later, I manage paid acquisition and growth strategy for some of the strongest e-commerce brands in the region – and I still approach every client the same way I approached every patient: diagnosis first, system second, results third.