Work

Experience

My professional career in growth engineering, SEO, product management, and digital growth.

I started my professional career in digital marketing and eCommerce around 2016. Over the past 10 years, I've built expertise across growth strategy, SEO, product management, eCommerce, and engineering — helping businesses build growth systems that scale acquisition, conversion, and revenue.

Professional Experience

Lead Growth Engineer at Mitti (Sep 2026 - Present)

Leading growth across Mitti's owned businesses, including Mitti Supply, SafetyDocs by SafetyCulture, SafetyCulture Plus, WorkSafe Gear, and Heightech Safety. My role sits across product, marketing, engineering, and eCommerce, with a focus on building scalable systems that improve acquisition, conversion, revenue, and customer lifetime value.

Key areas of ownership include:

  • Growth Strategy & Experimentation — identifying opportunities across acquisition, activation, conversion, retention, and revenue.
  • Organic Growth & SEO — leading technical, programmatic, and content-led SEO across multiple brands and websites.
  • Growth Engineering — building automation, integrations, and technical solutions that remove bottlenecks and create scalable growth.
  • Product-Led Growth — improving customer journeys, reducing friction, and working with product and engineering teams to ship growth initiatives.
  • Paid Acquisition & Lifecycle — driving paid growth, product feeds, campaign optimisation, lifecycle marketing, and retention.
  • eCommerce Growth & Pricing — influencing pricing, merchandising, promotions, product discovery, and conversion optimisation.
  • Data, AI & Automation — using analytics, experimentation, AI, and automation to identify opportunities and improve execution.

I also advise Mitti's broader Marketing team on growth strategy, growth hacking, and experimentation.

SEO Manager (Plus) at Mitti (formerly SafetyCulture) (May 2024 - Sep 2026)

Drove organic growth for Mitti Supply (formerly SafetyCulture's global marketplace), SafetyDocs by SafetyCulture, SafetyCulture Plus, WorkSafe Gear, and Heightech Safety through technical and content-led SEO — developing strategies to increase organic traffic, improve rankings, and acquire high-quality customers across product, category, and landing pages.

SEO Lead / Product Manager (Marketplace) at Scentre Group (Aug 2022 - 2024)

  1. Enhanced organic traffic through targeted SEO strategies, achieving a 16%+ increase in online presence.
  2. Developed SEO roadmaps, conducted keyword research, and identified competitor gaps.
  3. Designed new SEO products and led programmatic page strategy for Westfield Australia & NZ.

General Manager Digital at Music First (Mar 2020 - Aug 2022)

  1. Planned and implemented end-to-end SEO strategy for a national music retail business.
  2. Increased online revenue by 137% (2020-2021) and in-store revenue by 95% (FY 2021/2022).
  3. Built a custom Magento 2 eCommerce site with 450,000+ products.

Digital Marketing Specialist at Nucleo (Feb 2019 - Mar 2020)

  1. Managed teams on SEO and content strategies for multiple client accounts.
  2. Performed technical audits and content optimization across a range of industries.
  3. Successfully increased site traffic from less than 73 organic sessions to 700+.

eCommerce Manager / SEO Manager at Music First (Jan 2016 - Jan 2019)

  1. Managed traffic initiatives and developed online sales strategies from the ground up.
  2. Implemented digital campaigns and SEO programs across search and social channels.
  3. Grew online revenue from $6,889.91 (2016) to $342k+ (2019).

Education

Western Sydney University (2019)

Awards & Recognition

  • ADPList Top 10 Mentor in Growth Hacking (Apr 2025)
  • ADPList Top 1% Mentor in Marketing (Feb 2024)