Case Studies

Real results from real projects. Here's a look at some of the growth engineering, SEO strategies, and development work I've delivered.

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Mitti — Growth Engineering Across Five Brands

Category: Growth Engineering & Product-Led Growth

Mitti Challenge

As Lead Growth Engineer, I own growth across five of Mitti's owned businesses — Mitti Supply, SafetyDocs by SafetyCulture, SafetyCulture Plus, WorkSafe Gear, and Heightech Safety — each with its own audience, platform, and growth levers. The challenge is building systems that scale acquisition, conversion, and retention across all five without treating each brand as a one-off project.

Mitti Approach

• Leading growth strategy and experimentation across acquisition, activation, conversion, retention, and revenue for all five brands
• Building automation, integrations, and technical systems that remove bottlenecks and create scalable growth
• Partnering with product and engineering to improve customer journeys and ship product-led growth initiatives
• Using data, AI, and automation to identify opportunities and increase the leverage of a lean team

Mitti Results

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Music First — eCommerce Growth

Category: SEO & eCommerce

Challenge

Music First was a national music retail business with minimal online presence. When I joined, online revenue sat at just $6,889 per year. The business needed a complete digital transformation — from platform to strategy.

Approach

• Built a custom Magento 2 eCommerce site with 450,000+ products
• Implemented end-to-end SEO strategy (technical, content, and link building)
• Developed paid acquisition channels to complement organic growth
• Optimised conversion funnels and on-site user experience

Music First Results

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Scentre Group (Westfield) — Programmatic SEO

Category: SEO & Product

Westfield Challenge

Scentre Group needed to grow organic traffic to Westfield's Australian and New Zealand digital platforms. The existing SEO approach was manual and didn't scale across hundreds of centre and retailer pages.

Westfield Approach

• Developed SEO roadmaps with targeted keyword research and competitor gap analysis
• Designed and led a programmatic page strategy to scale content across all centres
• Built new SEO products and landing page templates for the marketplace
• Collaborated with engineering to implement technical SEO improvements at scale

Westfield Results

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Nucleo Agency — Client SEO Turnaround

Category: SEO & Content

Nucleo Challenge

A client site had virtually no organic presence, receiving fewer than 73 organic sessions per month. The site needed a complete content and technical overhaul to become competitive in its market.

Nucleo Approach

• Conducted comprehensive technical audit and fixed crawlability issues
• Developed a content strategy targeting high-intent keywords
• Executed on-page optimisation across all key landing pages
• Built a targeted link acquisition campaign

Nucleo Results

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Mitti (formerly SafetyCulture) — SEO Operations at Scale

Category: SEO & Growth

Mitti SEO Challenge

Mitti Supply, SafetyDocs by SafetyCulture, and SafetyCulture Plus are part of Mitti's global SaaS and eCommerce portfolio, helping businesses improve workplace safety and operations. As SEO Manager (Plus), the challenge was driving organic growth across a large, multi-market, multi-brand platform with complex technical infrastructure.

Mitti SEO Approach

• Led organic growth strategy and SEO operations across the platform
• Worked cross-functionally with engineering, product, and content teams
• Scaled programmatic SEO initiatives for marketplace and template content
• Built measurement frameworks to tie SEO efforts to revenue outcomes

Mitti SEO Results

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