--- title: "About — Gordon Geraghty" description: "I’m Gordon Geraghty — Head of Performance Media at Empire Amplify, based in Melbourne. I build scalable growth through data-driven media strategy, AI-powered automation and marketing technology. Previously Performance Manager at EssenceMediacom (GroupM / WPP), I worked across Google Ads, Performance Max, programmatic and server-side measurement at scale — from local AU campaigns to the global adidas pitch. I’m a neurodiverse professional and an advocate for neurodiversity and disability inclusion: an Amaze advisory board member, and in 2025 the first Australian named an INvolve Enable Role Model." canonical: "https://gordongeraghty.com/about" --- # About Gordon Geraghty **Head of Performance Media · Empire Amplify · Melbourne, Australia** I’m Gordon Geraghty — Head of Performance Media at Empire Amplify, based in Melbourne. I build scalable growth through data-driven media strategy, AI-powered automation and marketing technology. Previously Performance Manager at EssenceMediacom (GroupM / WPP), I worked across Google Ads, Performance Max, programmatic and server-side measurement at scale — from local AU campaigns to the global adidas pitch. I’m a neurodiverse professional and an advocate for neurodiversity and disability inclusion: an Amaze advisory board member, and in 2025 the first Australian named an INvolve Enable Role Model. **Expertise:** Performance media, Google Analytics 4, Programmatic advertising, Technical marketing, Neuroinclusive leadership ## Career ### Head of Performance Media — Empire Amplify **Jan 2026 – present · Melbourne** Leads end-to-end performance media strategy across the agency: cross-channel optimisation against client KPIs, AI-driven workflows and automated agents for execution and reporting, and scalable operating frameworks for a growing client portfolio. - Implemented AI-driven workflows and automated agents across campaign execution, data processing and reporting, cutting manual overhead - Designed scalable operational frameworks for consistent output across a growing portfolio ### Implementation + Activation Manager — Performance — EssenceMediacom (GroupM / WPP) **Aug 2022 – Nov 2025 · Melbourne** Led digital strategy and implementation across the performance portfolio; responsible for team output, training and upskilling across the wider GroupM network. Progressed through Digital Manager and Digital Marketplace Manager to Implementation + Activation Manager. - adidas: made adidas PAC the most profitable APAC market from digital after taking over the team and rebuilding products, strategies and structures - adidas: +120% Shopping ROAS YoY through segmentation, automated scripts and data-quality improvements - adidas: first market globally to roll out Google Demand Gen and Enhanced Conversion Tracking (Global Test & Learn lead, AUNZ) - Milwaukee Tool: −40% CPA across all digital activity within three months - Frank Health Insurance: −60% CPA by excluding low-value user journeys from lower-funnel campaigns - World Vision Australia: −70% CPA YoY - FELD (Disney events): +22% ROI YoY - PERSOL: set up all digital marketing platforms across 12 markets - People First Bank: led the digital brand merger — value-based bidding, server-side GTM, new data architecture - Led a team of five across ten clients; rolled out AUNZ-wide manager training on supporting neurodivergent staff **Clients:** adidas, People First Bank, Milwaukee Tool, CareSuper, DrinkWise, Dr Oetker, PERSOL, Deakin, Lavazza, FELD, Shell, World Vision Australia, Frank Health Insurance ### Senior Search & Data Executive — Bang Digital **Oct 2019 – Jul 2022 · Perth** Hybrid SEM, SEO and measurement role across 30+ agency clients in Australia, New Zealand and Canada; owned tracking and reporting infrastructure agency-wide. - Managed ~$2.4M annual media budget across 21 brands - Grew client Google Ads investment by an average of 17% (~$400K) - −26% cost per conversion across all 21 managed accounts - Cut average campaign launch time by 44% (2 hours) with automated tracking and deployment processes - 4× private doctor bookings for a national private hospital; 2× leads for a national house-and-land developer - 100% client retention across the tenure ### Digital Marketing Manager — Social Generation Marketing **Jan – Jun 2019 · Perth** Account manager for 22 clients across paid search, social and web; built the agency’s first CRM and reporting systems. - Managed ~$340K budget at 6× ROAS - Cut client reporting from 4 days to 1 - +26% paid clicks and +23% paid impressions across all accounts ### Founder & Managing Director — Inceno **May 2016 – Mar 2018 · Dublin** Founded an Irish startup verifying restaurant reviews; secured €13,000 in funding, placed 2nd at ISEF and presented at Web Summit 2017. ## Capabilities Performance marketing · Growth marketing · Search engine marketing · SEO · Digital advertising · Measurement & analytics - **Paid media:** Google Ads, Microsoft Ads, Meta Ads, SA360, TikTok Ads, Pinterest, Snapchat, Spotify - **Programmatic & ad ops:** DV360, CM360, Xaxis, IAS, DoubleVerify, Moat, Sizmek - **Measurement & analytics:** GA4, Adobe Analytics, Looker Studio, Datorama, Domo, Matomo - **Tagging & data:** Google Tag Manager, Server-side GTM, Tealium, Segment, Conversion APIs (Google, Meta) - **Automation & AI:** AI workflow agents, Automated bidding & scripts, Power Automate, Zapier - **CRM & CMS:** Salesforce, HubSpot, Dynamics 365, WordPress, Webflow ## Community & advocacy ### Autistic Employee Advisory Group — A+ Employer Program — Amaze **Feb 2023 – present** Industry-wide neuroinclusion work; co-led the GroupM × Amaze partnership. ### Marketing Director — TEDxKingsPark **2021 – 2022** Strategy and promotion across paid, earned and owned channels; trained volunteer marketers. ### Organiser, Marketing Director & Licence Holder — TEDxHa'pennyBridge **2016 – 2018** Sold out within 24 hours; 937.5% marketing ROI; sponsorship cut costs by 64%. ### Guest Lecturer — Marketing, Research Methods & Entrepreneurship — Dublin Institute of Technology **2017 – 2018** ### Advisory Board Member — Enactus Ireland **2017 – 2018** ## Education - **MSc Marketing Practice**, UCD Michael Smurfit Graduate Business School · 2017 - **Dublin Institute of Technology** · 2012 – 2016