I started my professional career in digital marketing and eCommerce around 2016. Over the past 10 years, I've built expertise across SEO, full stack development, and product management — helping businesses grow their organic presence and digital revenue.
Professional Experience
SEO Lead at SafetyCulture (2024 - Present)
Leading organic growth strategy and SEO operations for SafetyCulture, a global SaaS platform helping businesses improve workplace safety and operations.
SEO Lead / Product Manager (Marketplace) at Scentre Group (Aug 2022 - 2024)
- Enhanced organic traffic through targeted SEO strategies, achieving a 16%+ increase in online presence.
- Developed SEO roadmaps, conducted keyword research, and identified competitor gaps.
- Designed new SEO products and led programmatic page strategy for Westfield Australia & NZ.
General Manager Digital at Music First (Mar 2020 - Aug 2022)
- Planned and implemented end-to-end SEO strategy for a national music retail business.
- Increased online revenue by 137% (2020-2021) and in-store revenue by 95% (FY 2021/2022).
- Built a custom Magento 2 eCommerce site with 450,000+ products.
Digital Marketing Specialist at Nucleo (Feb 2019 - Mar 2020)
- Managed teams on SEO and content strategies for multiple client accounts.
- Performed technical audits and content optimization across a range of industries.
- Successfully increased site traffic from less than 73 organic sessions to 700+.
eCommerce Manager / SEO Manager at Music First (Jan 2016 - Jan 2019)
- Managed traffic initiatives and developed online sales strategies from the ground up.
- Implemented digital campaigns and SEO programs across search and social channels.
- 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)