My Work

Lightyear, 2023-Present

Product Lead - Discovery

Sep 2023 – Present

• Heading up a new team leading public web, organic growth, SEO, and marketing technology.

Wise, 2020-2023

Product Lead - Marketing Platform

Oct 2021 – Aug 2023

• Led the product vision for the new Marketing Platform team, equipping marketing teams with accurate, scalable analytics and automation tools. Managed a team of engineers, analysts, and marketing specialists.
• Executed MMP switchover from Appsflyer to Singular in the Wise native apps, including implementation of customer-facing ATT prompt, unlocking attribution visibility into iOS installs.
• Defined and delivered the roadmap for server-side analytics migration on web, reducing client-side dependencies and size of Content Security Policy, and improving tracking reliability.
• Led the re-architecture of the internal service sending data to CRM platform. Created a self-service for addition of Kafka topics by CRM team, reducing the lead-time for adding new events and attributes from months to hours.

Senior SEO Specialist

Feb 2020 – Sep 2021

• As the first hire in the Owned Sites team, was responsible for a portfolio of 3 websites operated by the Marketing tribe. Managed all aspects of their development and SEO strategy, including hands-on technical work, content production, and engineering roadmap. Grew the team with two further hires and a freelance developer.
• Successfully drove a six-figure acquisition of an SEO affiliate, integrating it into Wise’s ecosystem and accelerating growth. Responsible for all aspects of its operation and performance.

Builtvisible, 2012-2020

Head of Product Development

Nov 2016 – Jan 2020

• Led the agency’s expansion into digital analytics, launching new service offerings and establishing a high-value consulting practice.
• Part of the Leadership Team, reporting directly to the MD. Repeatedly promoted internally, starting in the SEO team and developing into one of the agency’s most successful technical consultants.
• In the SEO team, acquired extensive experience conducting log file analysis, keyword research and architecture reviews, SPA optimisation and JavaScript SEO, link analysis, ecommerce strategy, internationalisation, and competitor research. Expert user of a tools including SEOmonitor, Screaming Frog, and Ahrefs.
• Headed up the agency’s training offering, leading workshops in Amsterdam, Iceland, Italy, and the UK. Frequent speaker at conferences including BrightonSEO and SMX. Author for Smashing Magazine, SitePoint, and Moz.

Senior SEO Consultant

Apr 2015 – Oct 2016

SEO Consultant

Jan 2014 – Mar 2015

SEO Executive

Nov 2012 – Dec 2013