S01AUDIT
Tracking & Performance Audit
Technical audit, performance audit, forces analysis, creative ideas. Honest, written, actionable. Not free.
Performance marketing,
engineered.
Independent paid media, attribution and growth modelling consultancy. I work across DTC, SaaS, marketplace, fintech and media, brought in by brands that have outgrown generalist agencies and need a senior operator to fix the tracking plumbing and build the model.
YRS IN PAID MEDIA
15+
MEDIA DEPLOYED
£30m+
TEAM BUILT · NASDAQ EXIT
200+
SECTORS SHIPPED
12+
// VERTICALS
DTC·
SAAS·
MARKETPLACE·
MEDIA·
FINTECH·
AFFILIATE·
LEGALTECH·
TELCO
// SELECTED CLIENTS, PAST AND PRESENT
[ 12 / SHOWN ]
// SERVICES / 01nine ways to plug in
Nine ways to plug in. Every one anchored to the same thing: compounding growth you can defend in a board meeting.
S02STRATEGY
Digital Strategy
Budget, channel mix, campaign architecture, attribution, team design. A robust plan your finance team can model and your ops team can execute.
S03PPC
Paid Media Management
Hands-on build and optimisation across Google, Meta, Microsoft, programmatic. Minimum £1,500/mo retainer, variable 15% above £10k/mo spend.
S04MODELLING
Business & Media Modelling
MMM, budget scenarios, LTV/CAC frameworks, incrementality testing. Flat data-table architecture built for API automation.
S05INSOURCING
Team Build & Insourcing
Org design, role-by-role hiring, tooling decisions, onboarding. For teams taking the function in-house without breaking momentum.
S06MENTORING
Mentoring & Fractional
A fresh external brain for in-house leads who need a sparring partner, second opinion, and channel oversight without a senior hire.
S07DATA
Data Visualisation
Looker Studio, SuperMetrics, BigQuery. Automated dashboards that replace the Monday-morning screenshot ritual.
S08NED
Non-Executive Director
Board-level performance marketing and digital strategy oversight for growing businesses that need senior input on a cadence.
S09DD
Marketing Due Diligence
Independent marketing DD on equity or debt deals. IM review, management interviews, systems access. Advised on multi-million pound transactions.
// LABS / 02workshop notes
Not case studies. Workshop notes.
Real problems from live accounts, written up with the mechanics intact. If you want to see how a performance marketing consultancy thinks, read these before you read the pitch deck.
L/001
The 90% attribution drop that was actually a staging script.
Post-migration conversion reporting collapsed overnight. Traced through GTM, consent mode and Billy Grace attribution to a staging OneTrust tag firing in production. Fixed in hours; investigation took weeks.
2026.02
CASE STUDY
→
L/002
Heroes, sidekicks, villains, zombies.
Product label analysis across four EU markets revealed top GA4 revenue SKUs classified as zombies inside Shopping. Relabelling rewired bid strategy across 4 markets and unlocked share on the catalogue's actual winners.
2026.01
CASE STUDY
→
L/003
Pixel, CAPI, three lifecycle events, one afternoon.
New Meta tracking stack for an employment law platform from zero: browser pixel, server-side CAPI, GA4 Enhanced Conversions, and a full-funnel strategy doc, scoped and shipped inside the first month at £2k mo.
2025.12
METHOD
→
L/004
A flat-table forecasting model for a four-country budget.
Excel MVP to model UK, NL, DE, FR spend scenarios for 2026. Flat data architecture designed for future API automation. Front-loaded H1 brand spend with PMax prospecting as the bridge to performance.
2025.11
METHOD
→
L/005
A full-funnel paid media deck for a Sky affiliate site.
Strategy doc for digital-tv.co.uk covering prospecting, retargeting, brand protection, creative cadence. Treat the affiliate economic model as the core constraint; everything else bends to it.
2025.10
INSIGHT
→
L/006
An automated tracking-audit tool that scores client trust in minutes.
Deterministic Python architecture, LLM only for final narrative. Crawls tag stack, consent logic, event firing. Produces an HTML trust-score report with money-on-the-table findings. In build against a live DTC account.
2026.Q2
TEAR-DOWN
→
// APPROACH / 03how the work gets done
How the work gets done.
«
Most performance marketing problems are tracking problems in disguise. The rest are model problems. Fix the plumbing, build the model, then the bids take care of themselves. »
Chris Hay · FOUNDER, PERFORMIFY LTD · 15+ YRS · GOOGLE, META, MICROSOFT, APPLE SEARCH CERTIFIED
PRINCIPLE / 01 · EVIDENCE BEATS OPINION
Every recommendation ships with the data that produced it.
If you cannot query it, I don't claim it.
PRINCIPLE / 02 · ONE OPERATOR, NOT A PYRAMID
You get the senior person on the call, in the account, in the model.
No juniors hiding behind a slide deck.
PRINCIPLE / 03 · VERTICAL-AGNOSTIC, ON PURPOSE
The fundamentals transfer.
The cross-pollination, DTC into fintech, SaaS into media, is the edge.
PRINCIPLE / 04 · BUILD SO I CAN LEAVE
Documentation, dashboards, handover.
A good engagement makes itself optional. That's the point.
// VOICES / 04six operators, on the record
Things people who've worked with Chris say out loud.
«
I have worked with Chris for over 10 years and he was a critical player in the journey that led to us selling IDL to a NASDAQ-listed company.
Greg Le Tocq
CO-FOUNDER · INVITATION DIGITAL (VOUCHERCLOUD & GIFTCLOUD)
«
Chris is one of those rare marketers who is a seasoned expert in growth and acquisition channels but also has an enterprise-level understanding of the product and tech stack underlying the business.
Becky Center
CEO · INDIEGOGO
«
Whether it's helping develop our performance strategy, mentoring team members or delivering results day to day, I always know Chris is a safe and diligent pair of hands. Lowered our CPI on Meta by 3X.
Sarah Hesz
CCO · BUBBLE · CO-FOUNDER · MUSH
«
We worked with Performify to set up a CBILS lead-gen campaign during the COVID-19 pandemic in record time, ahead of our competitors. 5X spike in website traffic, over 700 client enquiries.
Paul Mills
CMO · SHAW & CO.
«
Chris was an extension of our startup team before we could justify in-house resource. Deep expertise, always the right recommendations for our business, not a cookie-cutter approach.
Laura Riches
CO-FOUNDER · LAYLO
«
Chris has supported Perwyn with performance marketing due diligence for multi-million pound investments.
Ravi Sharma
PARTNER · PERWYN
// CONTACT / 05direct · informal
Let's make the next quarter the outlier.
Direct and informal. We'll usually chat over email and if there's a fit I'll send a Calendly link. I reply inside 24 hours.
// EMAIL
// LINKEDIN
// BASED
Bristol, UK · GMT
// HOURS
Mon–Fri · 09:00–17:30 GMT
// AVAILABILITY
Open for Q2 2026, one retainer slot
// COMPANY
Performify Ltd · 12000193 · England & Wales