Digital Experience Director and National Head of SEO
Resolution Sydney
February 2016 - March 2021
Led multi-faceted roles encompassing Experience Director, National Head of SEO, and Product Owner.
Responsibilities
- Led Resolution's Experience products (SEO, CRO, Content, E-Commerce) for enterprise clients including Qantas, ANZ Bank, UNSW, McDonald's, and NSW Government
- Managed comprehensive wealth portfolio SEO and content strategies for ANZ Bank, coordinating with brand, marketing, and technical teams
- Developed and executed large-scale website migrations including the ANZ Share Investing portal
- Coordinated cross-channel marketing activities, aligning SEO and paid media strategies to optimize budget utilization and minimize cannibalization
- Built custom forecasting solutions and analytics tools to predict traffic impact and customer acquisition potential
- Managed comprehensive SEO and CRO activities for McDonald's Australia across 100+ local stores nationwide
- Implemented local SEO strategies, technical optimizations, and content enhancements to drive store visibility and customer acquisition
- Developed and executed CRO initiatives to support McDonald's seasonal campaigns, focusing on user engagement optimization
- Managed teams handling diverse accounts, focusing on integrated owned strategies to enhance conversions and user experience
- Responsible for SEO hiring process and providing strategic guidance in client meetings
- Led a team of 32 SEO/Experience professionals across Sydney, Melbourne, and Brisbane
- Enhanced internal team efficiency and drove revenue growth through new programs and projects
- Led development of Resolution's proprietary tool Flightdeck, managing a team of 7 developers and project managers
- Transformed Flightdeck into a revenue-driving channel within a year by developing market-first solutions
Key Achievements
- Won 3 retainers during COVID (UNSW, Nexgard, Musashi), adding $650k in revenue
- Achieved 600%+ YoY traffic increase for Nexgard
- ANZ Bank: Managed wealth portfolio SEO and content strategies for 5 years, achieving consistent 25%+ year-on-year increase for key product pages
- ANZ Bank: Successfully migrated the ANZ Share Investing portal with comprehensive SEO strategy
- ANZ Bank: Coordinated paid media activities to minimize brand asset cannibalization while acquiring new users from underperforming generic terms
- ANZ Bank: Built smart forecasting solutions to predict SEO traffic impact on new customer acquisition from owned and earned channels
- McDonald's Australia: Managed SEO activities across 100+ local stores, achieving 400% increase in views and store direction requests
- McDonald's Australia: Delivered 100%+ increase in SEO traffic year-on-year consistently for 5 years
- McDonald's Australia: Implemented CRO strategies to enhance user engagement for seasonal campaigns including Monopoly and '30 deals in 30 days' campaigns
- Generated over 1 BILLION unpaid views for McDonald's through comprehensive local SEO growth strategies
- Won multiple internal and industry awards, including Employee of the Year
- Fostered strong client relationships, operating as an integrated team member
- Mentored team members to industry recognition, including SEMrush Search Professional of the Year shortlist
Skills
SEO StrategyTeam LeadershipClient ManagementAgency OperationsDigital Experience DesignBusiness DevelopmentEnterprise SEOPublic SpeakingDigital TransformationStakeholder ManagementAnalytics & SEO ToolsHTML/CSS/JSDigital DesignProgrammingInformation ArchitectureMarTech Solution Implementation