About
15 years in technical SEO. Enterprise eCommerce focus since 2018. 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.
My early career covered everything from price comparison sites to local businesses and WordPress builds. Since 2018, enterprise eCommerce has been the focus. 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. 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: 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 before finishing with a business degree. That background means 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.
Melbourne SEO Collective meetup
Get in Touch
If you've got a complex technical SEO challenge, I'm always happy to talk shop. No sales pitch, just a straight conversation.
Contact Me