I have worked as an SEO / PPC expert for the last 12 years for ecommerce clients, startups (element.io, moneyboard.com, Brew Tea Co.) and big companies (Philips, Vodafone, Unilever). As a digital marketing professional, I use the principles of targeting, attracting, connecting, and converting the most valuable customer personas while increasing the total lifetime value of the customer to maximize ROI & ROAS. I focus on growing revenue, increasing quality of leads and lowering cost per acquisition (CPC, CPA, CAC).
The key to creating effective content marketing strategies is deciphering the right intent of the most valuable consumers and assessing how to match the right offer with the right consumers. SEO / SEM is not just about technical details; it is about matching the right content with the right audience persona and their mindset to help them reach the best offer for their needs.
I conduct comprehensive keyword research per country using advanced SEO tools and techniques, and I A/B test gradually different long tail keywords based on a scientific framework to move away from wrong keywords and contexts, and more towards the right group of keywords and relevant competitors (peers). The process usually takes around 3 months, while continuously monitoring rankings against top 3 competitors in your target sector / country and fine-tuning accordingly, then conducting A/B tests every two weeks to continue optimisation over time.
I typically send detailed reports of progress and agreed KPIs every 1-2 weeks, with a video call at the end of the month to talk about learnings and actions for the next month, so that we can assess in the next call with clearly defined KPIs and milestones throughout the project.
Work history
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SEO & Digital Marketing ConsultantIntegrated.Social
London, United KingdomFull Time
I am very experienced with delivering top SEO results for websites and YouTube videos including research of the top relevant keywords to the client’s target audience, and also researching top relevant competitors in the same category to borrow from their successful videos and create differentiation opportunities. The result would be a hands on approach to edit the Titles of your videos together with the right meta tags, and description to raise relevancy and propensity to show higher on YouTube and also Google.com.
Some of my videos reached over 9m views organically and went viral and I use advanced professional analytical tools as well as my own strong expertise in content creation, SEO and digital marketing. Each Video will take around half a day to optimise then fine tuning again in two weeks to assess results then re-fine tune SEO accordingly.
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SEO and Paid Media ConsultantIntegrated.Social
London, United KingdomFreelance
Customer centric with hands-on and strategy experience:
• Commercially driven Performance Marketing professional focusing on Digital Marketing especially Paid Media and Growth Marketing campaigns to drive lead generation and deliver measurable results across all digital channels.
• Owns social, search, organic content and paid media budgeting, forecasting and planning to deliver effective multichannel campaigns against brand guidelines and attribution measurement model.
Solid hands-on execution experience
• Executes performance marketing campaigns driven by persona-insights, advanced analytics and A/B testing to drive intent, convert relevant audience and achieve ecommerce growth.
• Effectively combines content marketing, PPC paid search, paid social media marketing, search engine optimization and ABM to maximise brand awareness and ecommerce ROI across the customer journey.
Digital Strategy Experience
• Creates effective end-to-end digital acquisition and retention strategies to attract, convert, engage and retain target audiences across the decision funnel from discovery to conversion.
• Deep knowledge of 360 integrated marketing and how SEO and influencers compliment SEM and mobile advertising, digital media buying/planning, global branding, and video marketing.
Experience working in-house and agency-side (B2C / B2B)
• Managing digital teams, other agencies to deliver media and social campaigns up to £5m across multiple geographies (UK/EMEA/MENA/US/Asia) with proven high conversion rates across all stages of the sales funnel.
• Worked with B2C consumer brands in different sectors including Unilever, Vodafone, Philips, Shell, Audi, Alstom, Nissan and startups as well as global B2B enterprise clients AMD, Symantec, PureStorage.
Measurable results and optimisation:
• Adopts an insight-driven customer-centric approach to increase profitability, brand exposure and efficiency through continuously optimising campaign performance and evolving digital strategy.
• Proven track record in driving significant commercial growth (e.g MoneyDashboard.com, SafeToNet and Philips/Amazon) and increasing brand engagement through integrating data-driven digital strategies with traditional media and marketing tactics across all performance media channels and touch points.
People management and leadership style:
• Managed up to 10 strong teams (PPC, Paid Social, data scientists, content creators, creative copywriters) on both client and agency-side. Takes ownership and moves quickly to deliver measurable results. Owns the overall digital and campaign performance to drive P/L.
• Adopts a collaborative, light touch approach, while inspiring when leading experts and delegates to grow team skills. Takes a helicopter view, while keeping a close eye on details.
• Experienced in stakeholder management in complex matrix environments. Works closely with all stakeholders including client services, creative and digital teams, as well as other client-side teams across different time zones including product, brand, content, data science and technical teams to drive growth and increase leads, while managing external relationships with partners and agencies.
• Known for simplifying the complex, with ability to come up with innovative solutions and boundary pushing creative concepts.
Achievements: Paid Search / Paid Social
• Delivered big scale digital marketing and paid social campaigns, SEO, video virals for clients including Unilever, Kenya Travel Board, Shell, Audi, SafeToNet, Philips, Vodafone and Alstom against challenging KPIs.
• Achieved 1,400% engagement on Facebook and Instagram content for Kenya travel board through £1.3m performance media.
• Defined product launch and data-driven strategies and executed effective paid media campaigns for BBH/ZAG clients resulting in 500% increase in MoneyDashboard’s mobile App customer base in 4 months. (secured £4mn VC funding and growth from 15k to 1m bank accounts in 8 years)
• Developed and delivered product launches and always-on campaigns for Philips and Amazon £3m PPC campaigns resulting in 30% increase in ecommerce revenue in 14 months.
• Drove Vodafone's digital channels multi-lingual acquisition roadmap across EMEA markets to double ecommerce sales, increase engagement and cut support costs by 35%.
• Numerous viral video campaigns with 60 million views on YouTube, Instagram and Facebook.
Education and external interests:
• MBA (with honours) focusing on digital monetization strategies for multinational brands
• Good networker and passionate GettyImages photographer (London Fashion Week, Notting Hill Carnival)
• Early adopter / Beta tester with deep passion for latest Tech and digital trends (AI, IoT, ABM)
Skills
- Marketing PR
- SEO
- Digital Marketing
- Digital Strategy
- Consulting
- Strategy
- Online Social Media
- Integrated Campaign
- Online Advertising
- Digital Strategist
- Viral Video
- Paid Media Campaigns
- Social Advertising
- Project Managemant
- Paid Media
- SEO Optimisation
- PPC
- SEM
- Paid Search
Education
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MBAUniversity of Surrey
- Guildford, United Kingdom
MBA focusing on digital marketing, entrepreneurship & strategy