About
15 years in SEO, mostly enterprise eCommerce. Currently APAC SEO Manager at lululemon.
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.
Most of my career has been in enterprise eCommerce. I've worked agency-side with some of Australia's biggest retailers, and now in-house at a global brand. That 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. 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
lululemonAPAC SEO Manager. Working with the global team on SEO across the APAC region for a global athletic brand. A mix of technical work, content strategy, and international SEO at scale.
2018–2024
Optimising (Melbourne agency)Head of SEO. Worked with enterprise clients including Chemist Warehouse, adidas, The Good Guys, Nando's, and Lyka. Led an 18-month platform migration for a publicly-traded retailer that saw organic revenue increase substantially post-launch. Mix of strategy, technical audits, and hands-on consulting.
2012–2018
FreelanceSEO and web development across various industries. Built breadth of experience with different platforms and the kinds of technical problems that most SEOs avoid.
2010–2012
Hotels CombinedFirst SEO role at a travel comparison startup. Learned the fundamentals in a high-growth environment where performance and speed mattered.
The thread: Enterprise eCommerce, complex problems, and the intersection of SEO strategy and technical implementation. That's where I've spent most of my career, and where I do my best work.
What You Get
Revenue focus
I measure success in revenue, not rankings. Same approach for consulting: what's the business impact, what's the opportunity cost, what actually moves the needle.
Currently in-house
I work at lululemon full-time, which means I'm dealing with real enterprise SEO challenges every day. Consulting is selective. I take on one or two projects at a time because I want to do excellent work, not fill a pipeline.
Enterprise experience
I've worked with publicly-traded companies, global brands, and sites processing tens of millions in annual organic revenue. I understand enterprise constraints, stakeholder management, and how to get things shipped in complex organisations.
Direct communication
I'll tell you what you need to hear, not what you want to hear. If your migration plan has risks, I'll say so. If I can't help, I'll tell you upfront. If someone else would be better suited, I'll say that too.
Melbourne SEO Collective meetup
Who This Is For
Good fit
- ✓ Enterprise eCommerce (AU/APAC focus)
- ✓ Organic search drives millions in annual revenue
- ✓ Complex problems at scale (100K+ pages, international, custom tech stacks)
- ✓ You value expertise and understand it costs more
Not a fit
- ✗ Small businesses or early-stage startups
- ✗ Basic SEO needs (simple on-page, link building)
- ✗ Looking for guaranteed rankings or quick fixes
- ✗ Budget under $50K AUD
Get in Touch
If you're dealing with a complex SEO challenge at enterprise scale, I'm happy to talk. No sales pitch, just a straight conversation about whether I can help.
Contact Me