Real results from real projects. Here's a look at some of the growth campaigns, SEO strategies, and development work I've delivered.
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
$342k+
Annual Online Revenue
+137%
YoY Revenue Growth
+95%
In-Store Revenue (FY22)
450k+
Products Indexed
$6.8k → $342k
Revenue Transformation
3 years
Growth Period
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
+16%
Organic Traffic Increase
100+
Centres Optimised
Programmatic
SEO at Scale
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
700+
Monthly Organic Sessions
73 → 700+
Traffic Growth
~860%
Session Increase
SafetyCulture — SEO Operations at Scale
Category: SEO & Growth
SafetyCulture Challenge
SafetyCulture is a global SaaS platform helping businesses improve workplace safety and operations. As SEO Lead, the challenge is driving organic growth across a large, multi-market platform with complex technical infrastructure.
SafetyCulture Approach
- Leading organic growth strategy and SEO operations across the platform
- Working cross-functionally with engineering, product, and content teams
- Scaling programmatic SEO initiatives for marketplace and template content
- Building measurement frameworks to tie SEO efforts to revenue outcomes
SafetyCulture Results
Global
Multi-Market Strategy
SaaS
Enterprise Scale
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