Airwallex
Oct '25 to now
Manager, Growth Content Marketing
Own content, SEO and AEO for the US and Canada.
- Grew organic sessions from 11,000 to over 100,000 a month, and lifted content-driven signups from 500 to 750+.
- Raised AI search visibility from 18.5% to 31.2% (Profound), moving from 4th to 2nd in the category.
- Grew category share of voice from 3.2% to 4.9%, moving from 19th to 2nd.
- Built marketing agents and editorial workflows on Claude, Gemini and Glean, now used by teams across the company.
North One
Feb '21 to Oct '25
Manager, SEO & Content Marketing
Digital banking for small business.
- Scaled organic from zero to 100+ signups a month on 397% traffic growth, 12,000 to 65,000 sessions. It became the cheapest channel the company had.
- Managed a team of writers, editors and designers publishing 20 pieces a week, owned social strategy, and produced the This Week in Small Business podcast.
- Built the customer story library: case studies and written interviews with small business owners and creators, used by marketing and sales.
- Developed North One's AEO strategy, earning 1,200 AI Overview citations plus 300 in ChatGPT and 184 in Gemini (Ahrefs).
- Led digital PR, data reports and link magnets earning links from sites up to 90+ DA/DR.
- Shipped free calculators and generators with AI and engineering, worth 5,000+ sessions a month, and co-led a rebrand that lifted homepage conversion.
Fundera
Mar '18 to Feb '21
Lead, Content Distribution
Small business lending marketplace, acquired by NerdWallet.
- Promoted twice in two years: SEO Associate, then Senior Associate, then Team Lead.
- Oversaw link magnet assets earning 150+ linking root domains a month, and campaigns delivering 25.
- Trained and managed four junior SEO associates plus outside agencies and freelancers.
