Democratising design globally. Currently leading teams to deliver high quality user growth at canva: SEO, performance marketing, affiliates, CRO and localised content on web and mobile app.

Head of Search at Caliber Interactive in Edinburgh Scotland. In charge of strategy and ROI focussed delivery for companies across the world through search engines.

Early on my search engine optimisation career, due to the ineffective and embryonic nature of website analytics, I was driven to increase positions for clients to drive more effective traffic to websites. Unfortunately measuring the effectiveness of traffic was based around a likelihood of people converting from a visitor into a sale. With the advent of analytics in recent years it has been possible to work out acutely how different visitor type: by keyword, geographic area etc convert.This allowed me early on to start targeting not just relevant traffic for clients - but relevant traffic that converts to sales and has a real business benefit. My role as Insight Manager allows me to ensure that the right traffic is delivered the right message at the right time and in the right place. And then be working on the customer journey within websites deliver ever improving conversion rates on this traffic.By employing everything from direct response copy writing embedded within an optimised search engine targeted structure to neurolinguistic programming techniques I work to help develop a win win scenario for visitors and clients. Visitors get the information they need to make purchases - by reducing everything from page layouts and content which 'break the state' through to testing colour palettes within websites to ensuring that trigger emails deliver the correct response to a users actions within a website. By doing this users get the best experience of a website and helps website owners get the most from the traffic they already have and help them develop traffic across multiple online marketing channels.

I work in the Search Engine Optimization department of one of the UKs most forward thinking and innovative online marketing companies. Specilalising in Search Engine Optimization and other forms of Internet Marketing.

Member of Oyster Web SEO team. At the time we ranked number one for all the industry related terms. Since my departure positions have declined. Not sure if that causality or not.