Nicola Lewis
I count money for a living. I have just changed what I count it on.
Halifax, then Hambros Bank. Corporate real estate at Berkeley Group. Before all of that, hotel and club operations in London, starting at nineteen.
Self-employed since 2001, through every downturn since, with no corporate safety net. I built a property management portfolio that was sold to Hamptons International. I also spent several years growing an artisan cheese business 35% a year, which meant winning national supply contracts with British Airways, Compass Group and Bidfood.
That is an odd CV for a performance marketer. It is also the reason I am useful. I have sat on the other side of the table, signing off marketing invoices, wondering what any of it did.
Over £30M in Meta advertising deployed and audited for ecommerce brands and property firms. Meta Business Partner, Shopify Plus, Klaviyo.
T-shaped. Deep in paid acquisition and the unit economics under it. Broad enough across retention, creative, data and the store itself to find where the money is actually leaking, which is rarely where the dashboard is pointing.
Custom first-party data pipelines. GA4 attribution that reflects reality. Klaviyo retention that earns its licence fee several times over. And End CAC, blended MER and cohort margin instead of platform-reported figures.
Small number of clients. You deal with me, not an account manager. No weekly deck nobody reads.
I will tell you when the marketing is not the problem. That happens more often than agencies admit, and it is the single most valuable thing I do.