I started in content, got curious about the technical side, and never looked back. Today I work across about eight client accounts, leading organic strategy for brands in retail, beauty, hospitality, healthcare and education.
My favorite problem is when the report doesn't match reality. When one client's organic leads fell 10%, I pulled five data sources together and showed that other channels had offset 90% of the loss. A scary number turned into a short list of real fixes.
Right now I can't stop thinking about how AI is changing search. There's no playbook yet, so I run my own tests and pay close attention to the people doing the same.
