Aug, 2021 – Nov 2023: SEON Technologies
Position: Director of Growth Marketing: SEO & Web
Responsible for the overall SEO and Web channels, overview of job (but not limited to):
- Ownership of Revenue, Pipeline, SQLs and MQLs
- Set out, devise, and launch the overall SEO acquisition strategy (Technical, Content & Link Acquisition)
- Ownership of web marketing from feature launches, A/B experiments to website personalisation
- Content strategy and execution in acquiring customers with top, middle and bottom of funnel content
- Educating marketing, developers, finance, to the C-suite of SEO and CRO
- Collaboration with Rev Ops, Product, Sales and Engineers to seek new revenue growth opportunities
- Department head for a team of 5
Key achievements:
- SEO became the leading “ARR” source within 10 months to a 7-figure revenue, growth of 278% year on year
- Grew organic traffic by over 1400% over the course of two years
- Led new CRO initiatives that improved conversions for different ICPs by up to 230%
- Improved inbound (non-paid) SQL numbers by 101% year on year
- Lowered the inbound CPA over the course of 2 years on average by 74%
Feb, 2017 – Aug, 2021: Betway Group (owned by Super Group)
Position: Global SEO Manager
Responsible for the overall SEO strategy and performance for UK, Germany, Italy, Belgium & Sweden, overview of job (but not limited to):
- Driving player acquisition and improving net win revenue
- Creating and defining market KPIs, analytics and data reporting via Tableau and Google Analytics
- Defining and reviewing technical solutions for: bugs, features, web migrations and new market launches
- Defining and executing a content strategy, increasing market share, and achieving position 0
- Identifying and executing market opportunities for growth and customer lifetime value
- Leveraging cross channels such as Social, Content, Display, Programmatic and PPC teams to support SEO
- Educating the value of SEO and collaborating with upper management, sponsorship, retention and performance channels to align on business goals
- Led A / B testing experiments across core acquisition pages
- Team lead for 2 SEO specialists (Strategy, Reporting, Technical & Resource)
- Managing a 6-figure budget
Key achievements:
- Secured and maintained page 1 results for some of the most valuable keywords in sports betting and casino
- Improved the SEO “Net Win” 6-figure revenue year on year by over 40%
- Lowered the SEO CPA over the course of 3 years on average by 60%
- Grew organic acquisition of players by 90% year on year
- Grew organic traffic for editorial content within casino by over 900% year on year
- Grew organic traffic for international editorial platforms (German & Italian) on average by 425% year on year
- Built processes which helped to reduce costs by 30% year on year
Sept, 2016 – Feb, 2017: OANDA Ltd
Position: SEO Manager
Responsible for the overall global SEO strategy across North America, EMEA & APAC, overview of job (but not limited to):
- Driving high revenue growth across global markets
- Identifying solutions for optimising the conversion funnel via traffic funnels, A/B testing and paid search data
- Management of agency in SEO due diligence (Technical, Link Acquisition & Reporting)
- Educating and working with senior management, product, developers and web teams in the value of SEO
- Fixing and resolving post migration technical issues which heavily influenced the key achievements listed below
Key achievements:
- Within 3 months, drove all core keywords across UK, DE, ES & FR from pages 8-9 to pages 1-2
- Within 4 months, achieved a 175% increase in sessions across core product pages leading to ~120% increase in leads
- Improved conversion funnel by 20% via A/B testing
Mar, 2015 – Sep, 2016: The Stars Group (PokerStars & FullTilt)
Position: Online Marketing Manager
Responsible for the overall SEO performance of the Poker, Casino & Sports Betting for global markets such as US, UK, Czech Republic, Croatia, Greece, Hungary, Slovenia, Taiwan and Japan:
- Day to day core SEO initiatives from technical audits, keyword research, content optimisation through to localisation in various markets
- Handling of SEO in multi-lingual and multi-regional sites ensuring best practice international SEO methodologies and inline with compliance teams
- Global experience in securing page 1 ranking for 100% of commercial keywords in Czech Republic, Croatia, Greece, Hungary, Slovenia, Taiwan and Japan
- Day to day management of agencies and consultants across the world in content marketing and link acquisition campaigns
Key achievements (but not limited to):
- Grew monthly ROI across core products consistently to 330%
- Highest and longest sustained growth in SEO visibility for Poker, Casino and Sports keywords ever achieved, with ~75% of commercial keywords in positions 1 – 3 and ~30% keywords in position 1
- Built, implemented and refined a global content marketing production and outreach network, leading to a decrease of costs by approximately 40%, whilst lowering the digital CPA
Nov, 2011 – Oct, 2014: Agencies: ForwardPMX &
Re:signal Ltd overview of jobs (but not limited to):
Roles: SEO Consultant (Team Lead) & SEO Strategist
- Strategy, management and execution of £600,000 worth of annual SEO agency billings with ROI of over 600% year on year and 100% contract renewals
- Internally managing a team of 6 SEOs, mentoring and supporting them
- Creation of client strategy in the delivery of technical, PR and content recommendations
- Working cross functionally with other digital teams such as PPC, Paid / Organic Social and Display to drive a seamless digital experiences for customers
- Speaker at digital events such as: Think Visibility (March, 2013), BrightonSEO (April, 2013), Content Marketing Show (May,2013) and SES Hong Kong (Sept, 2013)
Key achievements:
- Management and consultation on an enterprise ecommerce business transformation
- Retained and led the support of underperforming clients, resulting in a 250% increase year on year in organic traffic and a 20% increase in SEO retainer
6 successful recoveries of Google Penguin and Panda penalties
