Career Summary
Senior SEO & GEO Consultant
Self-employed · 2020–Present
I currently drive organic performance across multiple agency clients, specifically driving revenue for a leading Australian fashion and lifestyle retailer and a global travel search platform across APAC by combining large-scale content strategy with targeted geographic optimisation for high-value and high-conversion page types.
- Revamped content production workflow for a leading Australian fashion and lifestyle retailer to revitalise stale keyword performance, driving 9x relevant traffic to key campaign landing pages
- Integrated SEO and content strategy for major retail brand, targeting high-intent, longtail keywords to grow organic traffic and impressions by 775%
- Scaled enterprise content production, aligning with editorial and engineering teams to reduce manual effort by 40% across 6 markets, resulting in 76% organic growth
- Pioneered Generative Engine Optimisation (GEO) framework for the same fashion and lifestyle retailer to align brand assets with LLM search behaviours, securing a visibility score of 64.3% across 5 niche topics
- Established a data-backed Test & Learn approach for generative search, running structured tests to validate brand inclusion in LLM search
Senior SEO Specialist
In Marketing We Trust · 2018–2020
As a Senior SEO Specialist, I successfully led the technical and content strategy for a major Australian online classifieds marketplace, a leading Australian online pet retailer, and other complex, high-traffic client websites, delivering measurable revenue and organic visibility gains through advanced SEO audits and scalable, data-backed implementation.
- Developed and executed international SEO content framework for a global online travel agency’s Hong Kong market, targeting high-volume keywords, resulting in traffic growth by 20.37%
- Conducted a technical SEO audit for the online pet retailer, used to design a scalable indexation strategy to reduce crawl waste and increase indexation of revenue-generating pages
SEO Account Manager
Croud Australia · 2017–2018
Managed the end-to-end SEO function for major Australian brands, demonstrating deep technical knowledge in crawling, indexing, and scalable content strategy. Drove performance excellence by pioneering innovative optimisation techniques and leveraging the Croud network for best-in-class delivery.
SEO Executive
APD · 2015–2017
As an SEO Executive at APD, I successfully managed technical and content-based SEO projects, delivering data-driven optimisations that improved site authority and client conversion rates.
Website Coordinator
QBE Insurance · 2014–2015
Drove online growth and campaign effectiveness by optimising SEO within CMS constraints, managing a high-performing PPC strategy, and maintaining the company’s editorial calendar. Provided key insights through traffic analysis and reporting to improve overall digital performance.