Professional Experience

Founded skillshift, a specialized digital optimization consultancy helping businesses transform their digital performance through data-driven strategies, advanced analytics implementation, and conversion optimization expertise. Working with clients across e-commerce, fashion, food & beverage, and agency sectors to drive measurable business growth through digital excellence.

Leading the performance marketing strategy and execution for SharkNinja in Australia and New Zealand, driving significant growth across the vacuum cleaner and kitchen appliance categories through integrated digital marketing campaigns.

Led multi-faceted roles encompassing Experience Director, National Head of SEO, and Product Owner.

Managed SEO, CRO, Digital Analytics, and Content activities for Omnicom MENA, working with major Middle Eastern brands.

As the sole SEO professional in a large-scale tech company with over 100 developers, I played a pivotal role in shaping and implementing SEO strategies for major clients, including Orange Telecom and the Abu Dhabi Government. My unique position allowed me to bridge the gap between technical development and digital marketing, driving significant results and cost savings.

I've successfully led paid digital campaigns for global brands and achieved international recognition for innovative marketing strategies.

Led comprehensive growth marketing strategies for Gumtree Australia, CarsGuide, and AutoTrader (part of eBay Classifieds Group), focusing on driving marketplace expansion, improving organic visibility, and enhancing the user acquisition funnel across desktop and mobile platforms.

Led digital optimization activities across the entire financial portfolio in Australia, New Zealand, UK, Ireland, and Canada. My role spanned across multiple critical workstreams, driving growth and innovation across 13 websites and various digital products.