Shinyclick✦

Capabilities

My core expertise spans the full lifecycle of data-driven marketing and product management: measurement planning and marketing stack setup to make sure the right data is being captured from the start; account audits and optimization to find and fix what isn't working; alerts, reporting, and analysis to keep teams informed and moving; conversion rate optimization to improve what the traffic is doing; and budgeting and forecasting to make sure resources are allocated where they'll have the most impact.

Because of the breadth of work I do, I group my capabilities into two categories:

Expert — can own, set strategy, and run independently

• Google Ads (including YouTube)
• Meta Ads
• Reddit Ads
• Copywriting to support paid campaigns
• Google Analytics, Tag Manager & Search Console
• Ahrefs & SEMrush
• Search Engine Optimization (SEO)
• Hotjar / Crazy Egg / Clarity
• Marketing-related CRM work (reporting, audiences, landing pages)

Experienced — can set strategy and contribute, works best with a partner

• Ad images and video
• Email marketing (Mailchimp and similar platforms)
• LinkedIn Ads
• CRM lead scoring & routing
• GTM strategy
• Product management

Clients

Selected results from recent growth-focused engagements:

My analytics and data work has supported teams at Homechart, Digital Health Strategies, ChargePoint, BMC, SafeRoadsMD, Thread.org, ESA, DGA Group, Stanley Black & Decker, Google Fiber, the White House Historical Association, and others.

"Albert helped me connect the dots between ad spend and revenue. I really appreciate his work and highly recommend him to anyone looking for help with online advertising and analytics." — Mike McRill, Homechart

"We engaged with Albert for a gut check against our current marketing partner's performance. He identified a number of underlying issues that we were able to remedy, which got our lead generation back on track. We've since decided to move our paid search management over to Albert and his firm for long term ownership." — Mike Marotti, Personified.tech

How I Work

Every engagement starts with an audit. Before anything else, I want to understand what's actually going on — the current state of a client's marketing or product, where the gaps are, and what the highest-leverage opportunities look like. The audit also gives both of us a chance to figure out if we're a good fit before committing to anything longer-term.

The audit is always worth doing on its own. It produces a clear picture of what to prioritize and why, and clients leave with something actionable regardless of what comes next. If it makes sense to continue, it becomes the foundation for ongoing retainer work.

I try to avoid big reveals. Rather than disappearing for weeks and presenting a finished plan, I aim to deliver value at every step — so that at any point in the process, a client can take what's been discovered, planned, or built and run with it themselves. The goal is to leave things better and more understandable than I found them, not to create a slide deck that nobody ever looks at again.

For Agencies

Much of my work is with agencies that need specialized expertise in ads management and product analytics. I've partnered with À la Carte Media Consulting, Digital Health Strategies, Iced Coffee Please, and others to help support their clients — providing depth in areas outside an agency's core practice without the overhead of a full-time hire.

If you're an agency looking for a reliable specialist to bring in on client work, I'm happy to talk about how that might work.

"Albert is always on top of his work, meets deadlines, and is incredibly proactive with new strategies and processes to make the client happier." — Ethan Krupp, À la Carte Media Consulting

About Me

I started my career at Blue State, implementing website analytics and eventually leading the SEO practice group, setting the standard for dozens of nonprofit and advocacy clients including Google Fiber, the Ad Council, the US Holocaust Memorial Museum, and Freedom to Marry.

At Viget, I worked with leading nonprofits — including The Nature Conservancy, the Ad Council, and the NFL Players Association — to align marketing and product teams to strategic goals and improve project outcomes. For-profit clients included Stanley Black & Decker, Valspar, and the National Association of Convenience Stores (NACS).

I then moved in-house to lead paid acquisition at Bonusly, building the advertising function from the ground up and contributing to customer growth through the company's Series A round.

After Bonusly I took a sabbatical — spending time on personal projects, volunteering with Boulder's nonprofit search and rescue team, and thinking and writing about how to make career breaks more accessible for mid-career professionals at albertwavering.com. I started freelance consulting after that, which became Shinyclick.

Since going independent, I've worked across two areas. The first is direct growth work: managing paid search and social campaigns end-to-end, with a particular focus on measurement and attribution — making sure spend is tracked to outcomes, not vanity metrics. The second is giving marketing and product teams better, faster data so they can prioritize smarter, run cleaner experiments, and do more with limited resources. These two areas tend to reinforce each other in practice.

I believe in balancing the art and science of analytics — giving teams the tools and processes to measure and improve their work while taking smart risks to maximize impact.

Contact

The best first step is a short intro call. You're also welcome to reach out through email or on LinkedIn.

• Book a free 30-minute intro call
• albert@shinyclick.com
• LinkedIn