James leads the performance marketing function at Digitecultra. His remit covers paid acquisition strategy and execution across Google, Meta, LinkedIn, and TikTok — managing more than AED 38M in annual ad spend across the agency’s clients.
Before joining Digitecultra in 2022, James led growth at two Series B SaaS companies in London and was a senior growth marketer at a fast-scaling e-commerce brand. He brings both the operator’s discipline and the agency’s pattern-recognition.
He’s particularly strong on attribution and incrementality testing — making sure paid spend actually drives marginal revenue, not just attributed revenue.