Ayisha Yousef is the Founder of What Matters Media and a performance marketing consultant with over a decade of experience helping ecommerce brands grow through Google Ads and paid social. She has led Search activity for brands including Selfridges, TK Maxx, Reebok, Iceland and QVC, combining technical expertise with a commercial approach to growth. Ayisha is a regular speaker on PPC, ecommerce and digital marketing, sharing practical strategies that help teams make better decisions and deliver stronger business outcomes.