Frederick Vallaeys founded Top Tier Inc., a digital marketing consultancy, after working as Google's AdWords Evangelist from 2002 through 2012. At Google, he helped bring AdWords to the Dutch and Belgian markets, was involved in the design of many of AdWords’ core features, and was a spokesperson at numerous conferences. Prior to Google, Vallaeys was an engineer at Sapient as well as a part-time wedding photographer who found new customers through AdWords.