Paid Media Strategy
A channel and budget strategy built around your business model and margins, not around which platform is easiest to sell.
Performance Marketing, with purpose.
I don’t say yes to every campaign, channel or “big idea”. I say yes when the data and the business case make sense.
Performance-focused digital marketing strategy and paid media management across Google Ads, Meta, TikTok, LinkedIn, Pinterest and X (Twitter), for established brands, e-commerce companies and agencies who need more than someone to manage ad accounts.
In practice
Direct, hands-on strategic thinking applied to your paid media, not just execution, across local and international campaigns.
Positioning
Running ads isn't a strategy.
Performance marketing is a continuous set of decisions for your business: which channel earns the next round of investment, which KPI actually reflects performance, and which campaign is worth keeping.
Data tells us what happened. Good judgment decides what to do next.
That’s the standard behind every recommendation from Says Who?! Each media decision is grounded in evidence and business relevance, not habit or platform default.
Services
Where this creates value
Platforms are tools within your strategy, not the strategy itself. Here's where that thinking creates value.
Campaign Management & Optimisation
Hands-on campaign management with clear objectives, structured testing and ongoing optimisation guiding every decision.
Multi-Market & International Campaigns
Planning and coordinating your paid media across multiple markets, with strategy that adapts from one market to the next rather than one template applied everywhere.
Performance Audits
A structured review of your current paid media setup: what's working, what's underperforming, and where to focus next.
Marketing Analytics & Reporting
Reporting and analysis that turns your performance data into useful context for better decisions, underpinned by clean, reliable tracking so the numbers can be trusted.
Consulting & Strategic Support
Experienced, independent input for your team or agency, when it's worth having another perspective before committing budget to the next big idea.
Experience
Experience that translates to your account
10 years of performance marketing experience across a range of business models, markets and advertising platforms, from single-market e-commerce accounts to international, multi-market campaigns. The approach remains the same throughout: understand the business first, then build the strategy the data supports.
Full-funnel responsibility
From upper-funnel awareness through to bottom-funnel conversion, managing performance marketing across the entire customer journey, not just the easiest campaigns to optimise.
Multi-market & international campaigns
Experience across local and international campaigns, including multi-market work alongside single-market local accounts.
Cross-platform execution
Google Ads, Meta, TikTok, LinkedIn, Pinterest and X (Twitter) form a core part of the platform experience, alongside other channels depending on where the audience is and what the business needs.
E-commerce & lead generation
Comfortable working across revenue-driven e-commerce accounts and multi-step lead generation funnels, where success looks different and is measured differently.
Measurement that holds up
Comfortable with the tracking and measurement that sits behind good analysis, enough to make sure the data behind your reporting can be trusted.
Collaboration across teams
Working directly with internal marketing teams, external agencies and other specialists, as a strategic partner brought in for a specific problem.
How I work
How I work
01
Goals
Clarify your goals, priorities and current setup.
02
Audit
Review performance, structure, measurement and opportunities.
03
Build
Develop the channel, audience, budget and campaign strategy.
04
Execute & Test
Hands-on implementation and structured testing with clear hypotheses.
05
Analyse & Optimise
Use performance data to decide what happens next.
10
years in digital marketing, primarily performance
FocusPerformance marketing strategy, paid media management and marketing analytics
FocusPerformance marketing strategy, paid media management and marketing analytics
About
The strategist behind Says Who?!
I’m Tonia Kantartzopoulou, a Performance Marketing Strategist with 10 years of experience in digital marketing, with a strong focus on performance. My work spans paid media for businesses that need more than someone simply managing ad spend.
Says Who?! is the question I ask when a marketing decision isn't backed by evidence. Who says this is the right choice? What does the data show, and which business goal does it serve?
My background combines hands-on platform execution with formal training in digital strategy, and it's that mix, doing the work and understanding the business logic behind it, that shapes how I approach every account.
Your campaigns benefit from both hands-on platform expertise and the strategic thinking behind where, how and why media investment is made.
Collaboration
What you actually get
Direct collaboration
You work directly with the strategist on your account, with clear communication and close involvement.
Honest, considered recommendations
If a channel, budget or idea isn't likely to work for your business, you'll hear that early, clearly, and with the reasoning behind it.
Hands-on experience
Strategy shaped by hands-on campaign management, close to the day-to-day reality of the platforms your budget runs on.
Grounded in data
Recommendations shaped by what your data actually shows, rather than assumptions or platform defaults.
Independent, candid thinking
A second perspective on your paid media, shaped by curiosity and experience rather than a fixed playbook, and willing to question the obvious choice when it doesn't hold up for your business.
Have a performance problem worth solving?
Let's talk.
Share a little about your business and where paid media currently stands. You'll hear back personally.