I help mission-driven brands do good SEO that compounds month after month
I’m a senior SEO and AI search strategist with 8+ years of experience in agency and in-house roles. Prior to SEO, I worked as a digital marketing manager for 15 years. My SEO experience spans technical SEO, content strategy, off-page authority, AI search optimization, CRO, and team leadership—across industries including iGaming, life sciences, insurance, real estate, SaaS, and e-commerce.
My work is measured against revenue, not just rankings. The campaigns I’m most proud of didn’t just drive traffic numbers—they contributed to $3.5 million in organic revenue for an iGaming brand, a $560,000 government contract for a life sciences training client, and a 62% increase in traffic for a local insurance brand in under a year.
Senior SEO/AEO Manager
Built and led the full SEO and AEO strategy for a newly launched enterprise iGaming client entering the competitive U.S. market. The site launched with zero domain authority, zero content, and zero traffic. Eight months later, organic search generated $3.5 million in net revenue—driven by 2.52 million clicks from 4.27 million impressions, 259,000 registrations, and 80,823 paying users.
Key work covered:
site architecture and URL structure, technical SEO and crawlability, keyword strategy by intent stage, content calendar and editorial execution, structured data and schema implementation, off-page strategy (referring domains grew from ~200 to 1,200+), CRO collaboration with the product team, GSC daily monitoring, AEO optimization for AI search visibility, and executive-level reporting and forecasting.
I also managed alignment with the PPC team to ensure organic and paid weren’t cannibalizing each other—coordinating targeting, messaging, and shared performance dashboards.
Senior SEO Manager
Owned the SEO strategy for a portfolio of mid-market and enterprise B2C/B2B clients across auto insurance, health and beauty, and professional services—while simultaneously building the internal SEO processes the agency was operating without.
Most significant client result: 62% organic traffic growth and 69% CTR improvement for an auto insurance client through a full-funnel SEO strategy spanning technical audits, intent-mapped content, on-page optimization, and internal linking restructure.
Beyond client delivery, I led the formalization of Operatic’s SEO audit framework, reporting templates, content brief process, and cross-functional integration with creative and development teams. The goal was to build a practice that scaled consistently — not one that depended on any single person to reinvent it for every new account.
Head of SEO
Managed SEO strategy and execution for 12+ clients simultaneously across retail, SaaS, life sciences, real estate, and manufacturing — while leading a team of digital marketers.
Headline results:
450% year-over-year organic traffic growth for a life sciences online education client
$560,000 FDA contract won — government procurement driven in part by the organic visibility and authoritative digital presence built through SEO strategy
44% organic traffic growth for a real estate client through local SEO
This role covered the full range of SEO work: technical audits, keyword research, content strategy, off-page link acquisition, local SEO, Looker Studio dashboards, GSC-driven topic ideation, and client-facing roadmap presentations. Across 12+ accounts, the work had to be systematized — consistent quality at scale required building repeatable processes, not improvising every campaign.
I also worked closely with paid media teams to align SEO content with broader digital performance goals and coached junior digital marketers on keyword research, search intent, KPI reporting, and task prioritization.
Digital Marketing Manager & SEO Specialist — Anuvu (Criterion Pictures)
2008 – 2021 | Toronto, Ontario
Thirteen years of in-house digital marketing experience spanning SEO, content, email, conversion tracking, and brand marketing in the film and entertainment distribution industry.
Key contributions included developing and managing SEO strategy for Criterion’s content library and brand properties, playing a central role in launching a new online learn-with-movies platform for colleges and universities, and improving organic lead generation by 50% through intent-focused landing page optimization.
Also managed GA4 and GTM conversion tracking implementations, email campaigns, monthly dashboards, and graphic production for web and print. This was where the fundamentals were built — the technical SEO, the analytics, the discipline of working inside a product organization rather than as an external consultant.
Most Commonly Asked Questions
How do you decide if a project is a good fit?
I look to work with businesses that have a clear mission, access to data, and business owners who value sustainable growth (no shortcuts). If we can tie SEO to real business outcomes, then we’re aligned.
How do you work with non-SEOs (dev, design, content, and product)?
I use simple language, have clear project specifications, and value collaboration and the exchanging of ideas. I always explain the why and pair every recommendation with effort/impact and a test plan.
How do you handle confidentiality when you work is in-house or via agencies?
I anonymize brands, show real outcomes, and note “in-house” or “via agency.” Names are shared only with permission or under NDA.
How do you keep pace with AI, AEO, and GEO changes?
Weekly testing on things like structured data, different answer formats, entity enrichment, attending industry events, staying in touch with industry peers, and practicing what I learn in my work, and team training
What tools do you rely on day-to-day?
GA4, GSC, Ahrefs/Semrush, SE Rankings, Screaming Frog, Google Sheets, Looker Studio; plus LLM tools for clustering/briefs and schema validators for QA