Below are highlights of my industry experience and notable projects, focusing on the results I have driven through targeted B2B SEO, paid search and analytics reporting.
THERMO FISHER SCIENTIFIC
I developed comprehensive digital marketing strategies that supported global commercial sales teams across EMEA, AMER, LATAM, and APAC. Leveraging my hands-on expertise in SEM and SEO, I drove initiatives for medical devices and laboratory software. My responsibilities spanned targeted Google Search and Display ad campaigns, LinkedIn ads, and optimising the AEM website for both on-page and technical SEO.
By managing multiple projects concurrently and ensuring campaigns were delivered on time and within budget, I identified key opportunities for data-driven customer activation campaigns. My proactive approach and expertise in SEM, SEO, digital analytics, and content marketing enabled me to drive significant ROI for a global, regulated industry.
Notable Projects
SEO & UX Optimisation Project
Spearheaded SEO and UX optimisation initiatives for global commercial sales teams across EMEA, AMER, LATAM, and APAC, focusing on medical devices and laboratory software. This involved optimizing the AEM website for on-page and technical SEO, conducting keyword research, and refining landing pages and user flows based on customer journey mapping and pain point analysis. I leveraged A/B testing to drive higher engagement and conversion rates. Furthermore, I maintained and optimized the software’s online university, streamlining forms to improve conversion. By implementing comprehensive campaign tracking using Google Tag Manager and building custom dashboards, I transformed real-time data insights into actionable improvements for user journeys, resulting in a 38% boost in lead conversion and a 40% increase in organic search traffic.
PPC & Google Ads Campaign Management Project
Developed and executed targeted global PPC campaigns across Google Search and Display Ads, and LinkedIn Ads, supporting commercial sales teams in EMEA, AMER, LATAM, and APAC for medical devices and laboratory software. This included writing and optimising ad copy, managing campaign budgets, and identifying key opportunities for data-driven customer activation. I collaborated with regional sales managers on industry events and third-party advertising, executing campaigns across Google Ads, LinkedIn Ads, email, organic social, and the website. I built web pages and optimised content for search engines, while also managing lead capture through Eloqua, including cleaning contact lists, updating segments, building web forms, and connecting them to Salesforce with mapping rules. Performance was rigorously monitored through campaign dashboards and web analytics reports, with proactive suggestions for continuous improvement and significant ROI generation.
PEARSON
At Pearson Education, I achieved significant digital marketing success by implementing advanced SEM and SEO strategies. I built comprehensive campaign dashboards for Product Marketing Managers that provided critical insights into lead generation, brand awareness, and conversion funnels. Collaborating with sales teams, I maintained accurate product information, ensuring smooth and consistent user experiences.
I coordinated with freelancers, in-house agencies, and stakeholders to facilitate web migration projects, performing thorough competitor analysis and keyword research. I also provided UTM tracking support for marketing campaigns and built forms integrated with Salesforce Marketing Cloud, ensuring enhanced digital performance and measurable results.
Notable Projects
SEO & UX Optimisation Project
Led comprehensive SEO and UX optimisation initiatives across Pearson websites, including AEM and WordPress platforms, and across 17 European markets. This project involved developing and implementing SEO strategies using tools like SEMrush, Google Analytics, Google Search Console, Hotjar, Screaming Frog, and Bing Webmaster Tools. Key responsibilities included site audits, keyword research, competitor analysis, and optimizing website speed, mobile responsiveness, and customer journeys. I also worked with freelancers and stakeholders to facilitate website migrations, ensuring seamless transitions, brand consistency, and improved user experience. This resulted in a 40% increase in organic search traffic, driving greater visibility and qualified leads. Additionally, I focused on testing web functionality and ensuring content alignment with the Pearson brand and messaging.”
PPC & Google Ads Campaign Management Project
Implemented comprehensive campaign tracking across Google Ads, Facebook, and LinkedIn, and developed real-time KPI dashboards in Google Looker Studio for marketing managers. This project focused on optimizing digital marketing campaigns to boost conversion rates, generate leads, and strengthen brand awareness. Working closely with sales teams, I ensured accurate product information and a seamless customer journey. I also created campaign dashboards for Product Marketing Managers, delivering actionable insights to improve campaign performance. The project included managing UTM tracking, building campaign dashboards, and implementing new tracking and reporting systems to provide real-time visibility into campaign effectiveness.
BLOOMSBURY INTERNATIONAL
This role encompassed a broad spectrum of digital marketing activities, focusing on driving engagement and visibility across multiple platforms. Responsibilities included crafting and editing multilingual content for websites and marketing materials, optimising website performance through SEO initiatives, and managing social media presence. Data analysis using tools like Google Analytics and SimilarWeb was crucial for tracking performance and informing strategic decisions. The position also involved creating visual content, managing email campaigns, and ensuring technical website functionality.”
Beyond content creation and optimization, this role required strong cross-functional collaboration and project management skills. It involved working with sales, product, and development teams to align marketing initiatives with business objectives and ensure regulatory compliance. Additionally, the role included managing external PPC agencies, conducting keyword research, and creating print newsletters. The ability to coordinate campaigns, monitor KPIs, and adapt strategies based on performance data was essential for achieving marketing goals.
Notable Projects
Comprehensive SEO & Organic Visibility Enhancement Project
Led a comprehensive SEO strategy, incorporating on-page and technical optimization, keyword research, and content optimization across multi-language websites. Utilised Google Analytics, Google Search Console, SEMrush, and Screaming Frog for data analysis and performance monitoring, resulting in a 60% increase in organic traffic. Implemented meta descriptions and keywords, and managed technical website maintenance to ensure optimal search engine visibility.
PPC Campaign Management & Keyword Strategy Project
Liaised with external digital agencies managing PPC campaigns on Microsoft Bing Ads and Google Ads. Conducted keyword research to inform both SEO and PPC strategies, providing keyword suggestions and monitoring campaign performance. Ensured alignment between SEO and PPC efforts to maximise campaign effectiveness and ROI. By refining language targeting and geographical settings—alongside updating our sitemap—I boosted organic traffic by 60%.
BELIFF
At BELIFF International London Film Festival, I delivered strategic promotional services that amplified the impact of independent filmmakers. I managed social media campaigns and curated engaging Facebook Group content, executing targeted PPC campaigns, press releases, and 3rd-party event promotions to boost visibility. Utilizing Google Analytics, I provided actionable conversion rate optimisation recommendations that refined our marketing tactics to drive higher engagement and conversion rates. Additionally, I updated and maintained the WIX CMS website to ensure optimal performance and SEO. My project management skills, honed using Asana, enabled efficient coordination and timely delivery of all digital initiatives.
Notable Projects
Facebook Community & Paid Advertising Project
Developed and executed a comprehensive Facebook strategy, encompassing both organic community management and paid advertising campaigns. This project involved curating engaging content for a Facebook group, fostering active participation, and designing targeted PPC campaigns to achieve specific marketing objectives. I analysed campaign performance, optimizing ad spend and content to maximise reach and engagement within the designated audience.
Website Content Management & SEO Optimization Project
Spearheaded end-to-end website content management aligned with cutting-edge SEO best practices, driving our homepage to a first-page Google ranking. I conducted detailed content audits and keyword research to identify high-impact opportunities, then implemented on-page optimisations—such as metadata and header refinement, as well as strategic internal linking. By deploying robust link-building tactics, I enhanced domain authority and boosted sustainable organic traffic. Leveraging tools like Google Analytics and Search Console, I continuously monitored performance and made data-driven adjustments to improve user experience and maintain visibility. This strategic initiative significantly increased organic traffic and elevated our digital presence.
SYZYGY
At this full-service digital agency, I managed high-traffic websites by leveraging JIRA to prioritize and track content tasks based on detailed briefs, ensuring clear communication through meticulous comments and timely ticket assignments. Recognising the need for better training on the EPiServer CMS (now Optimizely), I created comprehensive, beginner-friendly documentation in Confluence, complete with step-by-step guides and troubleshooting tips—such as resolving order display issues and ensuring proper UTF-8 encoding.
I also provided hands-on, one-on-one training to help colleagues quickly master the CMS and implemented A/B testing strategies, using self-optimising blocks to refine calls-to-action and boost user engagement. Additionally, my responsibilities included QA testing and debugging for mobile projects like the Mazda app, ensuring every digital asset met high-quality standards.
Notable Projects
SEO-Compliant Content Creation & Website Optimisation
Developed and executed a comprehensive content strategy, creating, updating, and publishing SEO-compliant web content. This project focused on improving website visibility and driving organic traffic by implementing keyword research, on-page optimization, and content auditing techniques. I ensured all content adhered to best practices, contributing to enhanced search engine rankings and improved user engagement.
SEO Meta Information Implementation Project
Implemented and managed page titles and meta information, optimizing website content for search engine visibility. This project involved keyword research and on-page optimization techniques. I ensured all meta data was accurate and relevant, contributing to improved search engine rankings.
KEY SKILLS & SYSTEMS
Project Management & Collaboration for Digital Marketing
- Tools: Asana, JIRA, Confluence, Workfront
- Communication: Slack, Airtable, Microsoft 365 (Excel, Word, PowerPoint, Teams), Trello
These platforms streamline SEO/SEM project coordination and enable efficient collaboration for campaign planning and execution.
CMS & Website Platforms Optimised for SEO
- Platforms: Adobe Experience Manager (AEM), WordPress (with Yoast SEO integration)
- Additional CMS: Episerver (Optimizely), nopCommerce, WIX
- Hosting: cPanel for server management
Expertise in these systems ensures your website is built for optimal search performance and seamless content management.
Analytics, Tagging & SEO Reporting
- Tools: Adobe Analytics, Google Analytics (GA4)
- Tag Management: Google Tag Manager, Google Looker Studio
- SEO Tools: SEMrush, Screaming Frog, Google Search Console, Google Lighthouse, SimilarWeb
These analytics and tagging tools provide in-depth insights into user behaviour, campaign performance, and actionable SEO data.
Marketing Automation & Search Advertising
- Automation: Eloqua, Mailchimp
- Advertising Platforms: Google Ads (Search, Display, Retargeting), Meta Ads, Microsoft Ads (Bing), LinkedIn Ads, YouTube, Brightcove
Leveraging these tools allows for strategic ad targeting and optimisation, ensuring your paid search campaigns are data-driven and ROI-focused.
Digital Engagement & Campaign Tools
- Social Media Management: Buffer, Sprinklr, Hootsuite, X, Reddit
- Tracking Tools: Bitly, QR Code Generator, Google UTM Builder, Claravine, Kapost
These tools enable efficient scheduling, performance tracking, and optimization of campaigns, ultimately boosting SEO and SEM by delivering data-driven insights and enhancing digital visibility.
Coding & Technical
- Content Creation: Canva, Adobe Creative Suite
- Languages: HTML, CSS, JavaScript, JSON, C#