Portsmouth / Remote UK
Highlights
+35% organic revenue growth for a hotel group with 39 properties YoY
+70% revenue uplift for a national service brand within a year
Saved 100s of hours of manual SEO tasks through custom automation tools
Looking to grow your organic performance?
I'm currently open to new SEO roles. If you're a recruiter or hiring manager looking for someone to take ownership and drive organic growth, I'd love to connect.
Connect on LinkedInKey Experience
January 2024 - Present
SEO Manager
Macdonald Hotels & Resorts - In-house
Managing all organic performance and revenue for 39 hotels and resorts in the UK and Spain.
Key Achievements
- 35% organic search revenue growth
- 50% increase in search visibility
- Executive-level reporting and team training
- Contributing to 40% increase in PPC ROAS
May 2022 - January 2024
SEO Specialist
Vertical Leap - Medium sized agency
Managing SEO campaigns for enterprise-level clients including highly regulated sectors with strategies for on-page, off-page and technical implementations on a range of CMS.
Key Achievements
- Upsold £15k in new content to a B2B SaaS client by showcasing the opportunity available in their market
- Excellent results including a 70% YoY increase in revenue for a nationwide service business
- Led automation team, improving client outcomes and efficiency
- Very positive client feedback and retention
April 2021 - May 2022
SEO Executive
Red Ant Solutions - Small sized agency
Managing SEO campaigns with strategy for small to large businesses. Plus training the Junior Marketing Executive on effective SEO strategies and software.
Key Achievements
- Implemented new reporting method improving client sentiment
- Reduced the backlog of implementation tickets by 70%
Early Career & Education (2017 - 2021)
BSc (Hons) Marketing - University of Kent
Graduated with a high 2:1. Modules included Digital Marketing Strategy, Buyer Behaviour & Analytics. Delivered a live project for a local business, applying SEO and campaign strategy.
Digital Marketing Coordinator (SEO) - SafariRemit
Delivered SEO foundations for fintech start-up, introducing dashboards and content opportunity audits.
Marketing Intern - National Chemical Company, Dublin
Assisted with campaign execution and reporting. Set up new food website on WordPress with SEO best practices applied.
Core Skillset
Technical SEO Mastery
I go beyond surface-level fixes, optimising site architecture, crawlability, Core Web Vitals, structured data, and linking strategies. By collaborating closely with developers - and even writing code snippets myself - I ensure technical recommendations don’t just sit in a backlog, but actually get implemented.
Content Strategy & SEO at Scale
Content is powerful when it’s structured. I specialise in content audits, keyword clustering, and building topic hubs that establish authority and drive revenue. By automating large-scale audits, I uncover gaps and opportunities that manual checks miss, making strategies both data-driven and scalable.
Data-Driven SEO & Experimentation
SEO should speak the language of the boardroom: revenue and efficiency. I design actionable reports linking SEO performance to business outcomes. With A/B testing and forecasting, I provide the clarity stakeholders need to invest in organic.
Programming & Automation for SEO
Using Python, JavaScript, React, and Google Apps Script, I build tools that make SEO smarter and faster. From automated audits and custom dashboards to SERP analysis at national scale, I’ve freed 100s of hours of manual work, letting teams focus on strategy instead of spreadsheets.
Leadership & Stakeholder Management
SEO rarely wins alone. I excel at championing SEO internally, aligning executives, marketers, and developers around shared KPIs. By training non-SEO colleagues and embedding SEO into workflows, I make organic growth a company-wide mission.
Future-Focused Thinking
With AI-driven search transforming discovery, I stay ahead by testing how new search behaviours reshape content strategy. My goal: ensure brands don’t just react to change but capitalise on it early to outpace competitors.
The Future of Search
Right now is one of the most interesting moments to work in SEO. AI is transforming how people search, how brands are discovered, and how value is created online. I’m excited by the opportunity of these changes and what they mean for both businesses and searchers. Below are some of the trends I’ve been digging into and presenting to teams.
After more than a decade at >90% share, Google’s global dominance dipped below that threshold in late 2024 — the first time since 2015.
The rise of AI-powered search tools (ChatGPT, Perplexity, Grok) is chipping away at traditional search behaviours.
Learning: We’re entering a new era where search may not be monopolised - SEO strategies must diversify beyond Google.
AI Overviews now appear in 54%+ of Google searches, often cutting clicks to websites by ~34%.
They’re being trained to answer complex, personalised questions, reshaping the purchase journey.
Learning: Traditional CTR metrics will decline - SEO must measure value beyond clicks, including brand mentions and AI visibility
The long tail is getting longer, with ChatGPT queries averaging 23 words, vs. 4–5 words in Google.
~70% of prompts are unique — far beyond what keyword research tools typically capture.
Learning: SEO needs deeper, more detailed content that answers nuanced, conversational queries to feed AI training data.
LLMs often source information semantically, not via traditional ranking factors.
Social mentions, blogs, Reddit threads, and even seemingly old or obscure references can influence AI answers.
Learning: Every brand mention, wherever it lives online, is now critical. Brand reputation extends well beyond the website.
Top of funnel queries (e.g. “best city breaks UK”) are most affected by AI Overviews, with CTRs dropping ~34%.
But they still hold value for visibility, brand mentions, and AI sourcing, even if direct traffic declines.
Learning: Deeper analysis is needed on value of top of funnel content with it no longer guaranteeing traffic.
We’re heading toward a world of personalised AI agents acting as digital concierges.
These tools will know:
Your budget, preferences, family needs, and favourite activities
How you like to compare options
Which brands you trust and why
As AI handles more of the funnel, websites will become less about direct user visits and more about feeding accurate, rich data to AI systems.
Our evolving role: Ensure our content is structured, semantically rich, and ready to power AI recommendations.
Let me take SEO off your worry list
I'm currently open to SEO Manager / SEO Lead roles with teams who want measurable organic growth.
Connect on LinkedIn