May 2024 – Present · 1 yr 11 mos · London Area, United Kingdom · On-site

Feb 2023 – May 2024 · 1 yr 3 mos · Greater London, England, United Kingdom · Hybrid

• In my first 6 months we Increased digital marketing ROAS from 97% to 270% while increasing growth from paid channels.

Sep 2019 – Aug 2020 · 11 mos · Greater London, England, United Kingdom · Hybrid

• I joined Skyscanner.net (Europe's version of Kayak) to lead the company's transition from a flights-first business to a flights and hotel business.
• I lead a cross-functional group of up to 100 product, growth and engineering teams. Within the first four months, Covid halted most travel worldwide.
• In the next 5 months, i helped Skyscanner and our customers adapt to the challenges of Covid. During that time I managed the Flights Search Engine (Desktop), Hotels Growth, Car Search experience, and the Skyscanner Homepage experience across all devices. Our work helped millions of customers navigate how Covid affected travel.

Aug 2017 – Jul 2019 · 1 yr 11 mos

• Amazon created two business units to bring influencer content within Amazon. I proposed the creation and led one of the newly created business units with the mission to consolidate the half-dozen platforms Amazon maintained onto the core Search platform and integrate Product Search, Influencer content, and search marketing pages into a single User Experience.

Aug 2013 – Mar 2018 · 4 yrs 7 mos

• As the head of Global SEO, I led Amazon's transformation to automation. When I joined the team, the Net profit YoY growth of the SEO business unit was stable at $30M per year. We averaged $400M YoY net profit growth over the five years I led the team—the highest of any marketing channel during that period.
• To achieve that:
• I successfully pitched a project to Jeff Wilke (Amazon CEO), which introduced a new way of understanding Amazon customers' habit formation and enabled the SEO team to target a new market segment of customers that were previously off bounds. This resulted in over $1Bn commutative net profit over my five years at Amazon. The program is as profitable today as it was in 2014.
• I weaved SEO into Amazon's product development big picture, initiating and executing strategic wins in the Product Search pages, site-wide product recommendations, Product page CRO, influencer content and reviews.
• Decommissioned unprofitable projects
• I invested in an internal analytics team who helped instrument unprecedented experiments within the industry with unexpected positive outcomes, positioning Amazon higher in search rankings than its competitors.
• I expanded our incredible, previously US-only team to Europe, Japan and India by proving to local leaders the superior ROI of our team on their bottom line (vs other headcount), thus getting investment from local GMs.
• I pivoted the product and engineering roadmap from long-term monolithic projects to agile, instrumented experimentation of fast frequency and bold scale. I helped create a culture of working backwards from customer needs to forming quickly tested and scaled hypotheses.

Oct 2009 – Aug 2013 · 3 yrs 10 mos

• I was in charge of global SEO for Orbitz Worldwide. In my time at Orbitz I envisioned and worked with a world-class team to build an e-commerce platform that transformed the SEO traffic channel. Orbitz remained a global leader for “Flights” rankings on Google for 7 years after the launch. The e-commerce platform enabled Orbitz to improve algorithmic marketing channels conversion by allowing personalization, experimentation, and page-type customization at a massive scale, as well as for individual pages with minimal stakeholder investment.
• When Expedia acquired Orbitz, Flex – the platform we created – was one of half-a-dozen programs Expedia rolled out to Expedia.com and their network of websites. Flex is still used by Expedia to this day.
• To launch Flex, I led an effort to secure funding from the CEO (Barney Hanford) for the project who allocated 80 additional people across 7 cross-functional teams - a rare move for Orbitz’ relatively small tech team. I then lead the team (partnering with a senior tech leader and an excellent product team) to build Flex. Orbitz SEO experienced hockey-stick growth over the entire Flights and Hotels business following the launch.

Jan 2008 – Oct 2009 · 1 yr 9 mos

Jul 2007 – Dec 2007 · 5 mos

• Pan European SEO strategy consultant
• Marketing Technology Product Management

Mar 2006 – Jun 2007 · 1 yr 3 mos

• I lead SEO for Sportingbet EMEA for over 10 international sites grossing $800MM a year gross revenue and over $60MM from SEO. I also lead the implementation and roll-out of an e-marketing Business Analytics solution.

Jun 2004 – Mar 2006 · 1 yr 9 mos

• At SportingBet (a global stock-market listed online gambling company) I made a lasting contribution beyond my job-description. As a junior webmaster I was assigned to re-skin the core e-commerce site. I took the initiative to redesign the UI of the entire site using weightless features with a goal to load key pages instantly, down from 2-3 seconds average load-time previously. The front-end rolled out WW and brought a boost to the conversion of the entire business. The UI and HTML/CSS is still live today a www.sportinbet.com 11 years later.

Jan 2006 – Jun 2007 · 1 yr 5 mos

• SEO audits for VOC clients and paid consulting sessions with international clients

Jan 2001 – Jan 2004 · 3 yrs

• Ad hoc project-based work in the private sector, including the following:
• Graphic design
• Web design
• SEO

Apr 1999 – May 2001 · 2 yrs 1 mo

• Lead for website creation