I make the direct channel cheaper than the middleman.

I started in marketing for Italian hospitality, where the enemy is not a competitor but a commission: every booking that arrives through a platform costs the hotel 15 to 20 percent. Three years at a 13-property group went into building the channel that avoids it: paid social, brand search, email reactivation, and a comedy programme that reached 32.8 million people without a euro of paid amplification.

Alongside that I ran the commercial side of a small content studio, which is where I learned what a marketer rarely gets to learn: how it feels to price your own work, send the proposal, and watch it go unanswered.

I am moving to Dublin in November for the kind of company where lifecycle and growth are a job, not a side of someone else's. EU citizen, so no visa or sponsorship is involved.