Performance · Growth · AI
Dan Whitehouse.
Finding the real story. Making things better.
I work in performance and growth. Over 15+ years, I have built teams, untangled measurement and led work across brands and agencies. This is my story, and some of what I have learned along the way.
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- 15+ years in performance marketing
- Google, Meta, GA4, GTM, BigQuery
- Regulated sectors: ASA, MHRA, GPhC
- Brand and agency side
Along the way
My story and the work behind it.
Different teams, different challenges. A few things I have learned, built and changed.
- My story
From search to the bigger picture
My career has taken me from search at Mindshare to leading performance teams, global activation and acquisition in regulated health. Across brand and agency roles, the thread has been the same: understand what is really happening, then make it better.
More about me
Brand and agency side - The work
Getting to the real story in the numbers
Some of the work I am proudest of started with a number that did not add up. These are the problems I found, challenged and fixed.
- 58%
of paid revenue sat unattributed until I found and fixed a cross-domain tracking break.
- 6,000 → 120
6,000 weekly platform conversions turned out to be about 120 real sales. I rebuilt bidding on the real number.
- £7 vs £1,500
A £7 platform CPA against roughly £1,500 per fulfilled sale. I moved reporting onto what actually shipped.
- +48%
traffic lift in week one from value-based bidding with margin guardrails.
- £2.2m, +17%
A 10-person team built from scratch and a £2.2m P&L grown 17% year on year.
Regulated health · sector illustration - 58%
- How I work with AI
Curiosity, with something useful at the end
I build my own AI agents and automation with Claude, Google Ads Scripts and Apps Script. They watch the accounts, catch problems early and do the reporting, so my time goes on decisions rather than spreadsheets.
- Agents that monitor ad accounts and flag problems every day, before they cost money.
- Funnel and margin reporting pulled straight from the data warehouse, not the ad platforms.
- Executive summaries written automatically, so leadership sees what changed and why.
Automation · sector illustration - Experience · newest first
Where I have worked
See the full career timelineCheqUp Health
Head of Acquisition and Performance Marketing
Impression
Specsavers, Stella McCartney
Starcom
L’Oréal
Incubeta
Head of Paid Social
Wavemaker
Performance Lead
Mediahub
Performance Director
Omnicom
Philips, 20+ markets
Positive
Head of Performance Marketing
Mindshare
Head of Search
Brand and agency side · sector illustration - Say hello
Good conversations start somewhere
If something here resonates, or you want to compare notes on performance, growth or AI, I would like to hear from you.