About
Sixteen years in SEO, from link building at a travel startup to running organic search for lululemon across APAC.
Background
I studied computer science before finishing with a business degree and marketing major. That combination has shaped how I approach SEO: I think about strategy and revenue impact, but I can also get into the technical detail when it matters.
My early career covered a lot of ground: off-page SEO at a travel price comparison startup, building my own content businesses, learning Ruby on Rails well enough to ship production sites, then local and technical SEO for small clients. Since 2020 the focus has been enterprise eCommerce. Agency-side with some of Australia's biggest retailers, and now in-house at a global brand. That breadth means I've seen the full picture: organic strategy, technical implementation, stakeholder management, and the gap between what SEOs recommend and what actually gets shipped.
I can work with dev teams on rendering issues and site architecture, and these days a fair amount of my own tooling is Python and AI. I can also sit with a CMO and talk about organic as a revenue channel. Both matter at enterprise scale.
How I got here
2024–Present
lululemon · Organic Search Manager, APAC
Organic search for lululemon's five APAC sites: Australia, New Zealand, Japan, Korea and Hong Kong, with Southeast Asia and Taiwan served through the Hong Kong site. The remit has grown past classic SEO into organic shopping and AI search. Millions in incremental non-brand revenue, year on year.
2024–Present
Optimising · SEO Consultant (contract)
I left the agency in 2024 but kept the biggest project: Chemist Warehouse, whose SEO I had led since late 2023. I saw the 18-month replatform through to its 2025 launch, and organic revenue grew 38% in the year after. Occasional one-off projects since.
2020–2024
Optimising · SEO Specialist to Head of SEO
Four roles in four and a half years: SEO Specialist, Senior, Head of Digital running both the SEO and PPC teams, then Head of SEO when the PPC side of the business was sold. Clients included adidas, Chemist Warehouse, Nando's and Lyka, across Shopify, WordPress, Nuxt and Next.js builds, plus one-off audits for Domain.com.au and The Good Guys.
2019
Multiply Digital
Local and technical SEO at a specialist agency, including white-label work for the web design agency 360 South. Health practitioners, custom WordPress and PHP builds. Small budgets, hands-on technical work.
2012–2018
Freelance
Built my own content businesses, learned Ruby on Rails, shipped production sites and took on freelance SEO work. The years where the development skills and the SEO fused into one trade.
2010–2012
Hotels Combined · Online Marketing Manager
First SEO role, at a travel price comparison startup competing in one of the most contested search verticals there is. Mostly off-page: link building, partnerships and content. Full-time, then contract work into 2012.
The thread: Complex technical SEO problems at enterprise scale. That's where I've spent most of my career, and where I do my best work. The deepest experience is in eCommerce, but the technical skills apply anywhere the stakes are high and the sites are large.
What you get
Revenue focus
Rankings are a means to an end. The metric that matters is revenue. Every recommendation, every technical fix, every strategic decision gets measured against business impact.
In-house and agency experience
Six years agency-side working with enterprise clients, now in-house at a global brand. That means I understand both perspectives: the strategic recommendations and the reality of getting things shipped inside complex organisations.
Enterprise scale
Publicly-traded companies, global brands, sites processing tens of millions in annual organic revenue. Enterprise SEO brings constraints that smaller-scale work doesn't: stakeholder management, cross-functional teams, and the gap between what's technically right and what actually gets built.
Technical depth
Two years of computer science, then years of building production sites in Ruby on Rails, and these days a lot of Python and AI tooling. I can debug rendering issues with a dev team in the morning and present organic revenue strategy to a CMO in the afternoon. Most SEOs can do one or the other.
Discretion
The work I'm proudest of is the work I can't publish. Insider status at a publicly traded company, NDAs across most engagements. The results on this site are deliberately the restrained ones, and the people who hire at this level understand why.
