Work With Me
I learned advertising by building the systems that run it.
That’s a different kind of knowledge.
For a decade, I built shopping ads, product feed systems, and catalog publishing infrastructure at one of the world’s largest retailers. Systems that processed billions in spend. Systems that decided which products got seen—and which disappeared before the auction even started.
Most people selling ads advice learned from the UI. I learned from the system design docs.
What My Colleagues Said
Peer Feedback from Senior Leaders and Builders
These aren’t testimonials I asked for. They’re from annual performance reviews—feedback from executive leaders, engineers, scientists, and marketers who worked alongside me.
Complete mastery of your program, able to communicate at any level, to any audience.
The best and only competent PM I have worked with in this space.
Transforms complex business challenges into elegant solutions.
There is no problem too big for Seng.
She is the best.
Ideal Fit
This Is For You If
Your Paid Acquisition Returns Are Declining
You’re spending real money on ads and the returns are getting worse, not better. You’ve tried the tactics, watched the tutorials, hired the agency—and still don’t understand why your campaigns behave the way they do.
You Need to Make Decisions, Not Just Run Campaigns
You’re a growth leader, founder, or senior PM. You’re past the point of wanting tips. You want a mental model—to understand how the machine actually works so you can make better bets.
You Want Builder-Level Insight
You’re tired of advice from people who’ve only ever optimized against platforms, never built them. You want the vantage point that comes from understanding system design, not just the UI.
Not a Fit
This is not for you if …
You Want Campaign Management
I don’t push buttons in Google Ads. I help you understand how to think about your advertising systems strategically. If you need campaign execution, hire an agency.
You’re Optimizing for Lowest Cost
I spent a decade building expertise most consultants don’t have. That’s worth paying for. If you’re shopping for the cheapest option, we’re not a fit.
You Want Guaranteed ROAS
Anyone promising guaranteed returns is either lying or doesn’t understand how these systems work. I give you clarity, frameworks, and decisions grounded in how platforms actually behave—not false certainty.
My Expertise
What I Actually Bring
Systems-Scale Perspective
I understand how ads systems behave at massive scale—how selection works, how bidding systems make decisions, why your products get filtered before the auction. Most marketers never see this layer.
Translation Between Worlds
I’ve worked with engineers, data scientists, marketers, and executives. I can explain what your technical team is saying in business terms, and what your business team needs in technical terms.
Signal vs. Noise Judgment
I know which optimizations actually matter and which are cargo cult marketing. I’ve seen what moves the needle at scale. I’ll tell you where to focus and what to ignore.
Clarity Under Complexity
My peers consistently noted my ability to take complex systems and make them digestible for any audience. I don’t hide behind jargon. I make things clear.
The Honest Version
What Working With Me Looks Like
I’m an operator, not a visionary.
I don’t sell big vague ideas. I help you understand concrete systems and make better decisions about them.
I move fast. Sometimes too fast.
If you want someone who will spend six months on discovery, I’m not your person. If you want someone who will tell you what to do and help you do it, we should talk.
I have high standards.
That’s good for your outcomes. It occasionally means I’ll push back when you want something that doesn’t make sense.
I’m not building an agency.
I work with a small number of clients where I can have real impact. If that sounds like what you need, let’s talk.
Ready to Understand What’s Actually Happening?
If you’re spending significant money on paid acquisition and want to understand what’s actually happening inside the systems you’re paying into, I can help.
Limited engagements to protect quality and focus.