Prepared for Nick Lewis · Head of GTM Recruiting, Anthropic

Why Anthropic should hire Alex.

You asked if I’d consider Paid Media Manager. Rather than tell you I’m qualified, I built this — and instrumented it. The panel is scoring you as you read.

Scope today

Eight figures, six brands, four countries.

I’m not applying toward this title. I hold it.

$13M+
Annual paid media
Search · shopping · social · retail
6
Brands, 4 countries
US · Canada · Mexico · Brazil
3
Direct reports
Performance marketing
12+
Years in paid search
Agency, then in-house

About the panel

Instrumented the way I'd instrument a campaign. It classifies you, scores intent, fires conversions, builds an audience — and once you're warm enough, serves you an ad.

All local. No SDK, no cookies, no fingerprinting, no storage. The engine makes no network requests of its own — nothing it sees about you leaves your browser. Refresh and it's gone.

Current role

Paid Media Manager

at

Brady Corporation

Performance Marketing · reports to Sr. Digital Marketing Manager

Americas paid media for a NYSE-listed manufacturer. $13M+ a year, two MCCs, six brands. I manage the three specialists who run the accounts — and I'm still in the accounts myself.

Selected outcomes
  • Traced a reported 58% lead collapse to a stale pipeline, not a real drop. Shipped a daily rebuild and a health check.
  • Audited our tag manager. Found conversion defects skewing the numbers the team was optimizing against.
  • Found and reconciled a channel revenue overstatement in reporting.
  • Built a brand migration solo: ad account, landing pages, lead routing, conversion tracking.
  • Wrote the business case that funded a headcount — and the 90-day system that ramps it.

Own the line

Every paid media line in the Americas budget. I build the number bottoms-up in BigQuery, defend it to finance, then hit it.

Manage three

Weekly 1:1s on analyst-led agendas, account coverage, hiring cases.

Strategy across two MCCs

Budget, structure, experiments, and the manual-to-tROAS migration — sequenced by account economics, not all at once.

Automate the rest

Search-term loops, spend pulls, reporting digests, and an agent context system my team uses daily.

The actual argument

How I’d approach your paid media.

I haven't seen your accounts. These are the first four things I'd look at, and why.

01

Branded search is the whole argument.

  • In a three-way category, competitor brand terms are the most contested inventory there is — and yours get arbitraged by affiliates and resellers.
  • First number I'd want: how much branded spend buys clicks you'd have won organically. Every account I've audited has an uncomfortable answer.
02

Two products, two CAC curves, one budget.

  • Self-serve subscription and enterprise/API are different businesses sharing a brand.
  • Blended into one structure, blended CPA hides which motion subsidizes the other. Separate them before touching a bid.
03

Developer audiences punish loose targeting.

  • Broad match and automated inventory are very good at finding cheap impressions. Cheap impressions get screenshotted.
  • Tighter, more expensive, more deliberate is the brand-safety call — and it's also the efficiency call.
04

Attribution when growth is word of mouth.

  • Last-click over-credits paid on branded terms and under-credits everything that actually created demand.
  • The first build isn't a dashboard. It's a written agreement with finance on what paid owns. I do this today.
Selected work

Things I built because they annoyed me.

Two public, two internal.

Independent advisory · live

PPC Red Flags

“You don’t need to be a mechanic to know when you’re being upsold.”

Teaches advertisers to spot agency mismanagement. A free Chrome extension self-audits an account in 30 minutes, a script emails a weekly waste report, and the Priority Funnel sorts 90 days of search terms by intent. No referral fees.

Chrome extensionGoogle Ads ScriptSearch-term triage
Open ppcredflags.com
Shipped product · live

Momentum Huddle

The end of “this could’ve been an email.”

A Google Sheets add-on that runs the weekly meeting: a GA4-fed scorecard, seven timeboxed segments, priorities with owners and milestones, off-track metrics turned into dated action items, and five recap emails generated automatically. One-way Jira sync.

Apps ScriptGA4Jira sync
Open momentumhud.com
Internal · built with Claude Code

Agent context system

Institutional knowledge an agent can actually use.

Accounts, budgets, brand standards, data-estate map, verified joins, known landmines — paired into Claude Code so an agent starts with real context instead of inventing one. In daily use. Happy to demo.

Claude CodeKnowledge architectureAgent workflows
Internal · org-wide

BigQuery assistant

Ask the data estate a question in plain English.

Estate map, taxonomies, identity spine, query cookbook — plus a landmines file for every table that will quietly lie to you. That file is the valuable half.

BigQueryData modelingEnablement
Career

Twelve years, one discipline.

Agency side, then in-house. Every rung in paid search.

Brady Corporation

Aug 2022 — Present
Americas paid media · $13M+/yr · 3 reports
  • Paid Media Manager

Rocket Clicks

2017 — 2022
B2B and B2C · lead gen and ecommerce
  • ManagerJan 2021
  • Team StrategistJan 2020
  • Sr. Paid Search AnalystApr 2019
  • Paid Search AnalystSep 2017

Guarantee Digital

2014 — 2017
30+ AdWords accounts · all SEM RFPs
  • PPC SpecialistDec 2016
  • Account CoordinatorMay 2016
  • Production Team Member2014

University of Wisconsin — Whitewater

2016
B.B.A., Marketing
Why Anthropic

Three reasons.

I already hold this title.

Eight figures a year, multi-brand, multi-country, with a team. A lateral move, not a stretch.

I already build with Claude.

Claude Code against a purpose-built context repo, shipping internal tools. I know the product from inside a real workflow.

I've audited the other side.

Through PPC Red Flags I audit agency-run accounts. If you hire an agency, you want me reading their deck.

Next step

Your move, Nick.

Let’s talk about the role.

You reached out about Paid Media Manager. I’m interested, I’m qualified, and I built you a working attribution demo to prove both.

Alex Langton · Paid Media Manager, Brady CorporationMilwaukee, WI · Central