I've spent the money. I've managed the money. Now I advise on it.

Over the past 18 months, I've gone through a comprehensive AI transformation of my own business. Not a surface-level adoption of a few tools. A ground-up rebuild of workflows, processes, and team capabilities.

That experience is what makes my AI advisory work different from most. I'm not recommending things I've read about. I've built them, tested them, broken them, and refined them in a real business with real commercial pressure.

I've seen firsthand where AI creates genuine leverage, and where it creates noise that looks productive but adds no value. That distinction matters, and it's central to the guidance I provide.

I co-host Digital Horizons, a weekly podcast covering the intersection of digital marketing and AI. Over 70 episodes in, we break down what's actually changing in the industry, what's working, and what's noise.

Episodes cover everything from AI-powered ad targeting and zero-click search to practical automation workflows and brand strategy. It's built for marketers and business leaders who want to stay ahead of the curve without the hype.

After more than a decade of running a performance marketing agency, I kept seeing the same patterns. Businesses spending significant money on marketing with no reliable way to know whether it was working. Agencies grading their own homework. Leadership teams approving budgets based on reports they couldn't verify.

Silent Spend is the honest account of how marketing spend gets justified, how reporting gets shaped, and what leadership can do about it. It is written for the person who funds or approves the spend, not the person who manages it.

The book provides eight frameworks for taking control of marketing investment with the same rigour applied to every other significant business decision.