I can do all kinds of things, here are just a few.


An experienced and driven SEO Lead and Product Manager who is passionate about driving organic growth through innovative and strategic SEO practices. With proven experience in significantly increasing online visibility and delivering exceptional increases in both online and in-store revenue, demonstrating my ability to translate digital strategies into tangible financial results.

With a passion for building and leading high-performing teams, with the ability to converse in both tech and executive languages and successfully aligning cross-functional teams to deliver organizational goals and targets.

With a focus and dedication to continuous learning and professional development, facing challenges with calmness and focusing on high-quality decisions has been the key to my career success.


SEO Lead
Scentre Group I Aug 2022 – Present

Scentre Group owns and operates 42 Westfields destinations across Australia and New Zealand. As the Scentre Group SEO Specialist I successfully enhanced organic traffic through targeted SEO strategies, contributing to an increase of 16+% in online presence.

  • Contributing to the overall growth strategy through the development, implementation, analysis, and optimisation of an organic search roadmap to provide monthly traffic, purchase volume, and revenue.
  • Led the research into keyword and identifying competitor gaps to expose new areas of opportunity. From this partnered with Product & Development along with QA to designed and implemented new SEO products and features to target new areas of opportunity.

Responsible to measuring, analysing, and reporting on best performing strategies outlining gains and losses across traffic and revenue. From the results and trends identified, create, and implement strategies for future planning.


Music First I March 2020 – August 2022

Music First is a leading retailer and wholesaler of musical instruments and associated accessories. Operating a large retail space as well as being the largest eCommerce offering over 450k musical instruments.

  • Planned, developed, and implemented our SEO strategy, working with both our internal staff and external contractors.
  • Responsible for ensuring that company directors and relevant stakeholders are regularly provided with reports outlining key areas of growth. Also required to identify and outline problems and technical deficiencies and develop solutions in a timely manner, working closely with external developers.
  • Increased online revenue by 137% from 2020-2021 and grew instore revenue by 95% during FY 2021/2022.

Nucleo  I February 2019 – March 2020

Nucleo is a creative, marketing, and digital agency located in Sydney and Armidale focusing on marketing, web design, creative and digital marketing.

  • Managing different department teams to create SEO and content strategies, oversee the delivery of projects ensuring company targets and objectives are met.
  • Performing content gap analysis to increase content and provide content optimisation on existing pages. Developed off-page SEO tactics, offering quick wins to boost organic rankings.
  • Providing comprehensive on-page technical analysis, including technical audits, internal linking strategy, Core Web Vital analysis, dynamic rendering, technical duplication, heading structure, canonical tag, and mobile friendly check.
  • Within 6 months successfully increased site traffic from less than 73 organic sessions to 700+. Rebuilt the Nucleo website and delivered a first page ranking for across various high-value keywords in video production and eCommerce web design.


Music First I January 2016 – January 2019

Music First is a leading retailer and wholesaler of musical instruments and associated accessories. Operating a large retail space as well as being the largest eCommerce offering over 450k musical instruments.

  • Charged with managing initiatives aimed at increasing traffic and driving customer engagement and conversion. Produced, developed, and implemented online sales strategies, including websites, CRM, social and eCommerce.
  • Conceptualised and implemented all digital marketing and media campaigns, including SEO, SEM, Display, Programmatic and Social.
  • Partnering with all internal and external stakeholders to provide direction whilst ensuring accountability. Along with ensuring smooth order fulfilment by partnering with demand planning and warehousing teams.
  • Successfully increased online revenue from $6889.91 in 2016 to $342k+ in 2019 and grew in store revenue by 95% by FY 2018/2019.