Professional Summary
I lead organic growth strategy across SEO and AI-driven discovery, and oversee paid search as part of a broader SEM function.
With 11+ years working across the full SEM landscape, my strategies have evolved alongside search itself. Today that means thinking beyond rankings and traffic to how websites are discovered, interpreted, and trusted by both users and AI systems. The businesses that win long-term are the ones people trust, and my job is helping practices build and signal that trust, whether they're starting from scratch or strengthening what's already there.
In my current role, I serve as the primary strategic voice on search and generative discovery for an agency serving 2,000+ clients. I directly oversee active SEO strategy for 600+ of those clients, and the standards, templates, and guidelines I develop govern how all 2,000+ websites are built and maintained. When search evolves, I am typically the one who interprets what that means for the business, develops the internal response, and communicates it across departments.
I tend to be pulled toward problems where there is not a clear playbook yet. That includes defining GEO strategy as generative search emerged, developing approaches to measure visibility where standard tools fall short, and helping teams adapt to changes in how discovery works across platforms. Background also includes graphic design, web development, and IT support.
I've always seen these disciplines as puzzle pieces rather than silos. SEO, paid search, content, generative discovery - they only make sense when you can see how they fit together. That's the perspective I bring to every decision.
Core Competencies
Full-scope technical auditing
Developed enterprise-wide technical audit processes using Sitebulb Cloud across a 600+ client portfolio. Diagnosed and reversed critical ranking losses for multiple clients through technical analysis, penalty recovery, and long-term strategy redevelopment.
AI-driven visibility strategy built before industry standards existed
Developed and deployed Vortala's GEO strategy from the ground up, redesigning client schema architecture across 200+ websites. Established visibility score tracking as the primary GEO performance metric. Currently exploring server log analysis as a forward-looking method for detecting LLM crawler activity, in the absence of any established industry standard.
Location-based visibility for healthcare practices
Managed local SEO strategy across a 600+ client portfolio of chiropractic and dental practices across the US, Canada, Australia, New Zealand, Singapore, and the UK. Named a Former Local Search Expert at LocalSearchForum.com, selected by Joy Hawkins alongside some of the most respected practitioners in local SEO for consistent, high-quality contributions to the community.
Full-funnel paid search and social for lead generation
Managed integrated Google Ads and Meta campaigns for upper-tier clients as a specialist before moving into SEM leadership. Built and optimised lead-generation campaigns for local healthcare practices with a focus on call tracking and conversion performance. Currently oversees a PPC team managing campaigns across a multi-national client base.
Schema architecture for search visibility and AI discovery at scale
Designed and rolled out a global schema architecture across the full 2,000+ client website portfolio. For upper-tier clients, developed schema best practice templates and educated the SEO team on implementation standards, balancing technical best practice with what is operationally sustainable at agency scale.
Keyword clustering and topical authority for healthcare at scale
Delivered a company-wide training series covering Google's full algorithm evolution from Panda and Penguin through to the Helpful Content Update, successfully reframing how writing, content, and digital marketing teams approach content creation across the entire organisation.
Link profile auditing and algorithmic penalty recovery
Diagnosed and reversed critical ranking losses for multiple clients through technical analysis, penalty recovery, and long-term strategy redevelopment. Conducted pre-sale SEO reviews to surface backlink risks before onboarding new clients.
SEO advisory on site structure across the full client base
Provides SEO recommendations on site architecture standards that inform how 2,000+ client websites are built. Works in close collaboration with design and development leadership, contributing the search strategy perspective to decisions that are made cross-functionally. Focused on ensuring SEO considerations are present from the build stage rather than addressed after launch.
GA4 and GTM implementation and migration at scale
Led the GA4 migration for 2,000+ client properties using a phased, documentation-driven rollout. Spearheaded Google Tag Manager installation across the client base from scratch — prior to this initiative, GTM was not in use across the portfolio. Trained 80+ staff on both platforms and completed 500+ hours of in-house migration work to remove vendor dependency entirely.
Building and developing global SEO and PPC teams
Manages a global team across the US, Mexico, Australia, New Zealand, and South Africa. Multiple direct reports have advanced to senior roles under direct mentorship. Has led through multiple unexpected staffing disruptions, including conducting employee separations directly and absorbing dual team leadership with no interim backfill while maintaining uninterrupted client delivery.
Repeatable systems that let teams execute at scale
Co-developed the Digital Marketing Matrix embedded in company-wide onboarding, leading the SEO and PPC portions. Built training resources and workflow documentation across both disciplines. Develops and maintains the guidelines and templates governing SEO and content execution across 2,000+ client websites.
Translating search strategy into company-wide action
Works cross-functionally with content, design, and development team leaders to update company-wide standards as search evolves. Reports to executive leadership as the primary internal authority on search strategy and GEO. Delivered company-wide training that successfully shifted how multiple departments approach content quality.
Connecting SEO and PPC activity to business outcomes
Oversees performance reporting across a 600+ client active SEO portfolio and PPC campaigns spanning multiple markets. Collaborates with executive leadership on forecasting, KPI frameworks, and strategic decision making. Trains and coaches SEO and PPC specialists on how to interpret performance data and apply it to individual client strategy, building a team that makes data-informed decisions independently rather than relying on escalation.
AI as a thinking partner, not a replacement for human judgement
Applies AI tools selectively to support research, competitor analysis, and strategic development. Approach is grounded in the belief that AI should augment human expertise, not substitute for it. Currently working at the intersection of AI and search to develop GEO measurement methodology where existing tools fall short.
Multi-country, multi-language SEO strategy
Manages local SEO across client websites in the US, Canada, Australia, New Zealand, Singapore, and the UK. Led SEO strategy for the global franchise expansion of Pronto Pilates, which has a broader international reach beyond those markets, incorporating multi-market and multilingual optimisation. Manages specialist teams across five countries.
Visual communications background informing design and build decisions
Associate degree in Information Technology with a specialisation in Visual Communications. Twelve-plus years of freelance graphic design, web design, and IT support. Produced creative work including packaging, print and digital advertising, and product catalogs for products sold to major US retailers.
Tools & Technologies
Professional Experience
- Senior strategic lead for SEO and paid search, directly overseeing active SEO strategy for 600+ clients while reporting to executive leadership as the primary internal authority on organic search, GEO, and digital performance strategy across the full 2,000+ client base.
- Advises on and influences the SEO and content standards that inform how websites are built and content is created across the full client portfolio; works cross-functionally with content, design, and development teams to update company-wide guidelines as search evolves.
- Developed and deployed the company's GEO strategy from the ground up, including schema architecture redesign and ongoing LLM visibility measurement methodology.
- Spearheaded GTM installation and led the GA4 migration across 2,000+ client properties; trained 80+ staff to remove vendor dependency entirely.
- Led departmental stabilisation through multiple back-to-back staffing disruptions, absorbing dual team leadership across SEO and PPC with no interim backfill while maintaining uninterrupted delivery across a 600+ client SEO portfolio.
- Manages a global team across the US, Mexico, Australia, New Zealand, and South Africa; responsible for hiring, performance management, training, and professional development.
- Served as the de facto head of all organic search strategy during a period when no SEM Manager role existed; the Manager, SEM position was created directly as a result of this work, expanding the scope to include paid search under a unified SEM function.
- Managed and mentored a team of SEO specialists; built training resources and workflow documentation that resulted in multiple direct reports advancing to senior roles.
- Developed enterprise-wide technical audit processes using Sitebulb Cloud; led strategy reviews, competitive analysis, and keyword research for high-priority accounts.
- Managed SEO case workflow and resource allocation in Salesforce; collaborated cross-functionally to communicate and implement client SEO strategies.
- Managed the full digital ecosystem for upper-tier clients, owning both SEO strategy and paid search (Google Ads, Facebook, Instagram) to drive cohesive full-funnel performance.
- Developed integrated paid and organic strategies for high-competition healthcare accounts; cross-channel expertise directly led to SEM department leadership.
- Built and optimised lead-generation campaigns for local healthcare practices with a focus on call tracking and conversion performance.
- Executed full-scope SEO strategies across a diverse healthcare client portfolio: technical audits, backlink analysis, keyword research, on-page optimisation, and analytics interpretation.
- Diagnosed and reversed critical ranking losses through technical analysis, penalty recovery, and long-term strategy redevelopment.
- Conducted pre-sale SEO reviews to support new business development; performed QA on newly launched websites to verify SEO best practices at launch.
- Began as an SEO Administrator handling citation and directory management; the SEO Technician role was created specifically as a merit-based bridge to Specialist after demonstrating technical aptitude and capability beyond the Administrator scope.
- Built foundational skills across on-page optimisation, site health monitoring, and client communication; served as liaison between clients and internal teams with all communications recorded in Salesforce.
- Produced all creative work including packaging, print and digital advertisements, product catalogs, and instructional inserts for products sold to private and major retailers across the US.
- Created technical illustrations to bridge language barriers with overseas manufacturing partners.
- Provided website maintenance, internet marketing services, and in-house IT support.
- Provided graphic design, small business website design and maintenance, local SEO services, and IT support for local clients over 12+ years.