Global Head of Organic Discovery, Square Inc. | 2024 - Present
Achievements
Launched an AI-driven search experimentation program post-Google’s AIO release, leading to a +3.5% increase in Share of Market.
Improved average search position by 10%, increased global sign-ups by 5%, and boosted year-over-year organic search revenue by 7%.
Responsibilities
Developed and implemented global SEO strategies for search engines and algorithmic platforms like YouTube, TikTok, Amazon, and Reddit.
Led cross-functional collaboration with engineering, data science, and product teams to integrate SEO best practices into site architecture and features.
Spearheaded technical SEO audits and site performance optimizations, working closely with engineering teams to enhance site speed and indexability.
Designed and executed SEO experimentation frameworks, leveraging A/B testing and ML-driven insights to drive traffic growth.
Partnered with content and marketing teams to optimize organic discoverability across multiple channels, ensuring data-backed decisions on content strategy and user experience improvements.
Established analytics frameworks to measure SEO’s impact, delivering data-driven insights and executive-level reporting.
SEO Team Lead, North America, Square Inc. | 2023 - Present
Achievements
Drove a 15% increase in organic traffic and a 20% increase in net profit through data-driven optimizations.
Successfully implemented the company’s first cross-country SEO operating model, enhancing scalability.
Responsibilities
Owned North American SEO and content strategy, optimizing customer journeys and conversions.
Worked closely with engineering teams to ensure site infrastructure, rendering, and indexing adhered to SEO best practices.
Led cross-functional collaboration between SEO, product, and UX teams to improve site engagement and retention.
Managed relationships with external SEO agencies to scale organic search growth initiatives.
Mentored and developed a team of SEO professionals, fostering a culture of experimentation and data-driven decision-making.
SEO Lead, Canada, Square Inc. | 2022 - 2023
Achievements
Increased total organic traffic by 20% and signups by 30% for the Canadian market.
Expanded market share by 3%, surpassing key competitors.
Responsibilities
Led the reintroduction of SEO support for Canada, partnering with Product, Content, and Demand Generation teams.
Identified technical SEO issues and worked with engineering teams to resolve site debt and improve performance.
Designed and implemented an SEO content roadmap, driving significant traffic growth.
Senior SEO Manager, Square Inc. | 2019 - 2022
Achievements
Secured #1 rankings for 'POS' and 'point of sale' for the first time in 3 years.
Boosted organic traffic to the Point of Sale vertical by 65%.
Responsibilities
Developed and executed SEO product strategies, partnering with engineering, design, and content teams.
Led SEO A/B testing to improve conversion rates and drive organic revenue growth.
Conducted deep-dive SEO performance analyses using SQL and Python, presenting insights to leadership.
Growth Marketing Manager - Search, Samsara Inc. | 2019 - 2019
Achievements
Increased organic traffic by 155% and improved top-position rankings by 231%.
Responsibilities
Executed core Organic Search strategy to optimize prospect traffic and elevate site rankings, with a focus on B2B customer acquisition.
Collaborated with cross-functional engineering teams to conceptualize, develop, and deploy new public-facing web pages and applications.
Offered specialized technical advice on prevailing SEO trends to the Chief Marketing Officer and upper management.
Gathered, analyzed, and presented data to establish essential business metrics for measuring SEO effectiveness.
Partnered with Content and Product Marketing to fine-tune web content for optimal ranking potential.
SEO Assistant Manager, Macy’s Inc. | 2018 - 2019
SEO Coordinator | 2016 - 2018
SEO Intern | 2015
Achievements
Attained the highest market share among retail sites in 2017, surpassing Amazon.
Implemented a data-driven optimization strategy resulting in a 160% increase in traffic to the official Macy’s blog.
Responsibilities
Z with the SEO Manager to develop, test, and execute business strategies and projects that foster natural search presence while driving revenue to the business.
Provided SEO support to multiple internal teams and ad hoc requests.
Maintained an excellent partnership with third-party vendors to optimize and manage our store listing pages for local SEO.
Business lead for the technical development team and responsive redesign.
Effectively managed team budget and expenses.
Created customized web crawlers, scrapers, and automation scripts to improve team productivity.