About Founder
Christian Beaden.
Performance marketer, founder of Top Drawer Marketing, and the person who leads strategy on every account. Google Ads, Meta Ads and revenue reporting are the core of what I do.
Christian Beaden is the founder of Top Drawer Marketing (formerly Top Drawer Content), a Perth performance marketing studio specialising in Google Ads, Meta Ads, revenue reporting and websites built for SEO and AI search. He is Head of Marketing at Royale Hospitality Group, the group behind Milky Lane and Planet Royale, and was Head of Branding and Marketing at Sesh Mafia, the group behind Papi Katsu, Lupe's, Shui and Larry's.
Story
Tested with real budgets.
I have spent my career marketing some of Perth's busiest brands, from a single venue to a national rollout. That is where this playbook comes from.
I led the marketing as Milky Lane grew from zero to six venues in WA, then took the brand national. Along the way I have built websites, run Google, Meta and TikTok campaigns, produced the creative, managed Business Profiles across multiple venues and reported the results to owners who wanted to know exactly what their money did.
I started Top Drawer in 2020 as Top Drawer Content, making graphics and advertising for hospitality brands. As search changed, so did the work. Today it is a marketing studio focused on the things that move the needle: websites that get found on Google and recommended by AI, ads that turn attention into bookings, and reporting that proves it.
My approach to paid media is simple: run it like a P&L. Value-based bidding, server-side tracking, bookings and sales fed back into the platforms, and incrementality testing before anyone scales a budget. Then report it all against revenue and margin, not clicks.
I studied a Bachelor of Arts in Graphic Design at Curtin University, which is why the creative matters as much as the numbers here. I run a deliberately small team, and I stay on every account personally, from the first audit onwards.
Credentials
The short version.
- Founder, Top Drawer Marketing (formerly Top Drawer Content)Since 2020
- Head of Marketing, Royale Hospitality GroupMilky Lane · Planet Royale
- Head of Branding & Marketing, Sesh MafiaPapi Katsu · Lupe's · Shui · Larry's
- Led marketing as Milky Lane grew from zero to six WA venues, then nationallyMilky Lane
- Google, Meta and TikTok advertising, reported against revenueMulti-venue, multi-state
- Studied Bachelor of Arts: Graphic DesignCurtin University
How I work
Four rules.
01
Outcomes over vanity
Bookings, enquiries and revenue. Not impressions, not likes.
02
You own everything
Your site, your ad accounts, your data. Always in your name.
03
No made-up numbers
If we cannot measure it, we say so. Honest beats impressive.
04
Senior on every account
You deal with me, not a junior handed your login.
FAQ
About Christian.
Who is Christian Beaden?
What brands has Christian Beaden worked with?
Does Christian work on every account?
Now taking 2027 partners · limited intake
Let's get you
found.
We keep our client list deliberately small so every brand gets senior attention. Every partnership starts with a free audit of your website, search visibility and ads. If we are the right fit, we will tell you. If we are not, we will tell you that too.