I've spent eleven years building organic growth engines for startups, agencies and global brands. From venture-backed startups to independent e-commerce and agency clients, I don't just drive traffic. I drive revenue, conversion & growth.
I partner with a small number of clients at a time and bring full senior focus to every one. Technical foundations done properly, content strategies that perform, and visibility built for how search actually works today, across search engines, AI and social media.
Good SEO is not just about what you do. It is also about how you work with the people around you.
I explain what matters, why it matters and what we do next.
Visibility only counts when it shows up as growth, leads or revenue.
I work closely with marketing, content, dev, product and leadership.
Ask questions, challenge me, say when something is not working.
Clear on what I recommend, why, and what is realistically achievable.
Search keeps changing, so I keep testing how people find brands.
Deep technical and content audit. We surface the issues actually holding rankings back.
A clear 90-day roadmap with effort, impact and owners, no 200-page document nobody reads.
We ship the work, track the right metrics, and iterate based on what's actually moving.
My career has gone through a teaching era, a sports journalism era and into an organic marketing era. I have experience at agencies, global brands and startup. My background is editorial as much as it is technical, and every stage of my career has added something I still use every week.
Independent SEO & AI Search Consultant
Everything I picked up agency side, in house and inside a fast growing startup, brought straight to a small number of clients at a time.
Full ownership of the work, from the strategy conversation to the thing actually shipping, with no handovers in between.
Senior SEO Manager
Built the organic growth function from scratch and grew it into a core revenue channel, leading an in house team across SEO, content and social.
Experience building organic growth when priorities move fast, resources are tight and SEO has to prove its commercial value every quarter.
Related work
View case studySEO Manager
Took full ownership of an underperforming organic channel for a global brand, and turned it around while building and mentoring the team behind it.
How to turn an underperforming organic channel around inside a large organisation and improve performance across several key markets and corridors at once.
Related work
View case studySenior SEO Specialist, previously SEO Specialist and Digital Marketing Executive
Close to five years agency side, working across ecommerce, finance, hospitality and retail.
The ability to be dropped into a completely unfamiliar website, work out what actually matters and prioritise, rather than trying to fix everything at once.
SEO & PPC Consultant
My first run at working for myself, helping Irish small businesses get found and convert. It taught me how to explain SEO to people who had never bought it before.
Digital Marketing Executive
Marketing across several ecommerce brands at once. My first proper hands on work in SEO, PPC and social, and the moment organic search became the thing I cared about most.
Early career
Sports journalist
Writing to deadline for an audience that only cared whether the piece was worth reading. Search intent, structure and storytelling all started here, long before I called it editorial SEO.
· Where it started
BA (Hons) New Media & English
Four years of reading closely, writing to deadline and arguing about what a piece of text is actually doing. No SEO module in sight. It just happens that most of this job is working out what someone wants, saying it clearly, and being able to defend why.
I work with brands and agencies that need senior SEO support, whether that is ongoing consultancy, a defined project, or an extra pair of experienced hands during a busy stretch.
