Eight years turning search demand into revenue — across organic, paid, CRO and web. I don't hand off at the channel boundary. I own the line from first click to closed-won.
Most marketers own a channel. The compounding happens in the seams between them — which is where I've spent the last eight years.
A $4M annual budget run as capital allocation, not a channel plan. Spend moves toward the segments and geographies that convert — judged on CAC and pipeline velocity.
Technical SEO at global scale, plus the newer job: being quotable by machines. I built the GEO/AEO framework at Freshworks before most teams had a name for it.
Paid search, LinkedIn and retargeting run against pipeline rather than clicks — then the landing page, the test plan and the tracking underneath it, so the spend has somewhere to land.
Acquisition that stops at the form fill is half a system. I build the handoff — lifecycle flows, lead-quality thresholds, closed-loop reporting — and ship the Webflow site it all runs on.
Six programmes. Open any one for the problem, the change and why it mattered.
Inbound was the heartbeat of pipeline across US, EU and APMEA, yet success was measured in traffic. Years of structural debt had accumulated across product lines, and nobody could say what organic was worth in revenue terms.
Rebuilt the programme around technical SEO and structured-data governance, then re-mapped content to ICP intent stages instead of keyword volume — so the target was qualified demand, not impressions.
Tying organic to intent made it forecastable, and made the case for continued investment in the currency the business actually runs on. Inbound-led pipeline rose 48%.
Ranking first stopped guaranteeing the visit. Answers were being assembled above the results by ChatGPT, Google AI Overviews and Perplexity — and the brand wasn't inside them.
Restructured content architecture, structured data and authority signals so the brand could be quoted within generated answers rather than merely linked beneath them, across every target market.
It protected discovery in the channel quietly replacing search — while most teams were still debating whether it counted.
Spend was set annually per channel across Google, Bing and LinkedIn, then defended. Nobody was reallocating against what was actually converting, so inefficiency compounded quietly for a full year at a time.
Ran the budget as capital: continuous reallocation toward the segments, geographies and intent signals with the best CAC and pipeline velocity, reported closed-loop through CRM and attribution tooling.
Wasted spend fell without sacrificing pipeline volume, and paid became defensible in the same terms as everything else — $4M+ ARR across EU and APMEA.
Two teams, two keyword lists, one audience. Paid was bidding against rankings organic had already won, and neither side held the full intent picture.
Merged them into a single programme — shared keyword strategy, shared audience segmentation, and funnel-stage targeting applied consistently across both channels.
Qualified pipeline rose 60% and MQL-to-demo conversion 22%: better-qualified traffic, not simply more of it.
Every path to understanding the product ran through a demo request. Buyers who weren't ready for a sales call had nowhere to go, and the funnel lost them silently.
Launched interactive product tours with content, web and product teams — letting the product do the qualifying instead of the form.
5,000+ views and thousands of leads in the first month, scaling 5× by year end, plus a lower-friction route for buyers still in evaluation.
B2C EdTech search in India is fought over by well-funded competitors on every high-intent term, and technical debt was capping how much of that demand could even be reached.
Targeted on-page and off-page SEO alongside deep technical audits, plus an affiliate programme built to compound with content and email rather than run beside them.
Roughly 7× organic traffic with conversions up 24% — growth in qualified demand, not just volume. Technical fixes alone lifted performance 20%, and affiliate drove a 5.5× surge.
The promotions inside each company tell more of the story.
Also handled: global CMS migration and domain consolidation, structured data and schema governance, interactive product-led growth deployment, attribution enhancement, and full-funnel customer journey work with product marketing.
She leads the SEO program for our CS products — the core heartbeat of our inbound engine, driving millions in traffic and revenue.
One of the few people I've met who truly understands the SEO landscape and knows how to turn that knowledge into solid execution.
She brings a curious mindset to everything she does — always eager to ask questions and dig deeper to understand the "why" behind things.
Her expertise in SEO is exceptional, with particular strength in performance analysis. She delivers on time, if not ahead of schedule.
She brings clarity of thought to the table, which sets her a league apart from other marketers. She shines in a matrix environment.
What sets her apart is her willingness to go above and beyond — proactive in seeking out new challenges, not just proficient at what's assigned.
She can take a team under her wings and knows how to bring the best out of each person. Any organisation would be lucky to have her as a manager.
Her in-depth SEO knowledge and willingness to experiment with different strategies to bring up traffic and conversions were quite remarkable.
I came to marketing from electronics engineering, which is probably why I've never been comfortable with a channel that can't show its working.
Eight years in, the pattern I keep finding is the same: organic and paid teams optimising against each other, a CRM nobody trusts, and a website that nobody owns. The wins aren't hiding inside any one channel. They hide in the handoffs — click to form, form to sales, spend to pipeline. That's the work I like.
Right now I'm at SpotDraft, running global search, paid and web. Before that, 4+ years at Freshworks and 3 years in EdTech at BYJU'S.
An audit, a second opinion on your growth strategy, or a conversation about where AI search is taking all of this.