Director Of Organic Performance

As Director of Organic Performance at a boutique Shopify focused agency, I led SEO strategy for a range of eCommerce and DTC brands across the UK and US, helping them improve organic visibility, product discovery and revenue from Google.

The role combined senior SEO strategy, technical SEO, Shopify optimisation, reporting, team development and client leadership. A key part of the work involved helping brands turn SEO from a list of isolated recommendations into a clearer growth roadmap across product pages, collection pages, content, internal linking, structured data and wider site architecture.

As search behaviour evolved, I also supported brands with recommendations around AI visibility, structured product data and GEO focused discovery, helping eCommerce teams understand how their products, categories and brand entities could be better interpreted by Google and emerging AI based platforms.

• Led SEO strategy for Shopify, DTC and eCommerce brands across the UK and US

• Developed revenue focused SEO roadmaps across technical SEO, content, product discovery and site architecture

• Supported Shopify brands with collection page optimisation, product page improvements, internal linking and structured data recommendations

• Provided AI and GEO focused recommendations around product understanding, entity signals, structured data and emerging search visibility

• Worked closely with content, development, design and client teams to turn SEO recommendations into practical delivery plans

• Built SEO processes, templates and reporting frameworks to improve the agency’s delivery across multiple client accounts

• Managed and developed SEO specialists across technical, content and data focused workflows

• Presented SEO performance, opportunities and strategic recommendations to senior stakeholders, including QBRs and new business pitches

Head Of SEO

Working for a DTC Shopify specialist SEO agency, I helped eCommerce brands build and execute SEO strategies focused on organic revenue growth, technical performance and stronger visibility across commercial search journeys.

This included shaping the agency’s SEO approach across technical audits, Shopify collection optimisation, product page improvements, content strategy, reporting and delivery processes. The role was heavily focused on making SEO commercially useful for DTC brands, helping them understand where organic search could support acquisition, product discovery and long term growth.

I also helped bring newer AI and GEO considerations into SEO recommendations where strategically relevant, particularly around structured data, product attributes, entity clarity, crawlability and how Shopify brands could make their products easier for Google and AI led discovery platforms to understand.

• Developed tailored SEO strategies for Shopify and DTC brands across the UK and US

• Helped eCommerce brands improve organic visibility across product, collection and content led journeys

• Scoped technical SEO, content and on page recommendations around commercial growth opportunities

• Built stronger SEO processes, SOPs and reporting systems for a newly formed SEO team

• Reviewed Shopify site architecture, crawlability, indexation, structured data and internal linking opportunities

• Provided recommendations around AI search visibility, GEO readiness and product data clarity where relevant to client strategy

• Mentored SEO team members and supported the development of a scalable SEO delivery model

• Worked with internal and external stakeholders to improve SEO delivery, client communication and campaign performance

Group Head Of SEO

Delivering the global SEO strategy for Halfords.com and smaller brands within the retail group. Optimising all landing pages and ensuring all elements of the site are fit for launch as and when new product ranges launch.

• Managed a small team of SEO Executives & Freelancers

• Worked in hand with supporting digital marketing agencies and development

• Developed technical SEO requirements for development sprints within Jira

• Grew the FY19 SEO strategy to deliver core traffic and financial targets

• Owned the full strategy and implementation of on-page and technical SEO requirements

• Worked with PR agencies to support the development of high-quality links

• Evaluate product offerings, traffic, landing page quality, content, and design

• Analysed SERPs, analytics data, plus competitor and industry activity and links

• Prepare useful weekly and monthly reports to presented back to senior management

• Recommend changes to website architecture, content, linking and other factors

• Track, report and analyse website analytics and organic initiatives and campaigns

• Performed ongoing keyword discovery, expansion and optimization

• Developed internal training plans for content, merchandise and trading teams on SEO

• Developed a global brand migration to integrated multiple brands into one domain

Freelance SEO Consultant

Development and execution of strong SEO focused strategies to help drive performance across a range of eCommercee companies throughout the West Midlands area.

Working with a range of large digital marketing agencies and large online brands such as Soak.com across large migration projects an full SEC) audits.

Formulating and delivering the SEC) strategy across technical capability, content marketing, keyword targeting and outreach projects

• Drove organic traffic and improved eCommercee transactions across a £50M website resulting in a 10% revenue increase

• Managed external SEO agency teams ensuring projects are delivered on time and drive uplifts in performance

• Drove combined revenue from earned media by maximise SEO efficiency across 3rd party media content sites

• Reported to senior exec team on SEO performance and strategy progress

• Managed the governance of SEO across a wide range of cross functional teams

• Conducted keyword research to guide content teams on the creation and execution of on-site content

• Executed off-page optimisation projects (e.g. link-building) to help improve overall performance and drive revenue

• Ensured internal team members are achieving against outlined business KPIs

• Managed SEO workload and workflow for several individuals

• Educated & trained internal teams on high level SEO and the impacts of search across a multi-facet retailer

Technical SEO Director

Relocated to New Zealand to help govern and grow the technical SEO offering for the region, across their clients within iProspect.

• Oversee the SEO technical aspects for large international brand names, from site audits to complex migrations

• Ensuring the efficient day to day technical management of high value accounts, ensuring best practice SEO is applied across all accounts, analysing and drawing insight from third party analytics data, providing solutions to complex technical SEO issues

• Being the ‘go-to’ person when it comes to technical SEO related questions by the wider business, being the thought leader on relevant

• Communicating expansive and complex recommendations to clients with background data and insights to internal and external stakeholders

Senior SEO Manager

I’ve been responsible for delivering organic search campaigns for one of the UK’s largest independent automotive group’s while also working across the world’s leading construction equipment supplier and a new start-up.

• Website Launch Technical SEO consultation & Development

• Cross Channel marketing and research to improve organic visibility (PPC Insights & PR Integration)

• Consultation with in-house development teams to implement AMP across core news pages

• Full technical auditing and product development to assist in company growth

• Internal management of teams, budgets and technical search processes

• Development of JSON-LD & other advanced SEO items to improve search exposure

Technical SEO Manager

During my time at tmwi I ran the technical search department, covering all aspects of technical SEO including site migrations, log final analysis and full link penalty clean ups for a range of large FMCG and smaller UK known brands.

• Responsible for technical auditing of clients websites

• Implanting and planning full integrated search strategies

• Analytics & Data reporting for various key stakeholders within client businesses

• Regularly auditing link profiles and conducting clean ups and best practices for clients sites

• Owning SEO strategy to deliver against client objectives & KPIs

• Identifying core issues across websites and implementing/recommending fixes

• Developing an integrated approach to SEO with Creative, PR & other media channels

• Managing, supporting and developing SEO team members

• Developing new intuitive SEO products & services to help grow the search department

• Exposure to other media channels and departments allowing better integration and growth on search campaigns

• Developed SEO Strategies covering all aspects of Technical optimisations, Content Idealisation, Link Management & Analytics

• Delivered key reporting to senior members of both the business & clients

• Created a localised Digital event to help grow agency awareness and new business

Technical SEO Executive

• Developing marketing strategies for Paid Search (PPC) and SEC

• Organising and discussing client campaigns on a weekly basis providing full updates on conversions and other key data

• Liaising with 3rd development and creative agencies on behalf of the client for marketing campaigns and website coding updates

• Day to Day account manager on clients as the key contact for common questions

• Management of internal team on both PPC & SEC
  
  

  • Development on full technical audits which were presented to large international brands

  • Continual research and development of technical issues to ensure on all client websites

  • Attend industry events and present the information to relevant internal departments,

• Conducting appraisals, setting targets and goals,

• Development of personal progression plans for team members,

• Acting as a mentor for the team and managing expectations,

• Communication and delegation to all team members and proactive working on any project that might need extra attention to ensure deadlines are met,

• Ability to share best practice findings so all team members can work in the most efficient and effective manner

• Accounts Managed: Redrow, 888 Sport, Nestle, Vitabiotics, Gemporia, Thistle Insurance, Drayton Manor & other large FMCG brands